Non-profits: How to warm up donors ahead of peak giving season

To cut through the noise and connect with donors in a meaningful way, you need to start now. Warming up your audience ahead of the peak giving season is about more than timing - it’s about building trust, relevance, and emotional connection.

Here’s how to do it:

1. Start with storytelling that sticks

Donors don’t just give to causes - they give to stories. In the weeks leading up to giving season, share real, human (or animal) stories that reflect your impact. Avoid generic messaging and focus on specific individuals, communities, or outcomes that your organisation has helped. People want to see exactly who their money benefits, and putting a name and a face to the cause can build a connection that goes beyond transactional.

Try this:

• Share a short video or testimonial each week leading into November/December.

• Use before-and-after narratives to show the tangible impact of donations.

• Spotlight your frontline staff or volunteers to show the human side of your organisation and the value they bring.

Consider using a mix of user-generated content and professional video production. Not sure when to use which? Check out this blog.

2. Re-engage your existing supporters

It’s easier (and more cost-effective) to engage existing donors than acquire new ones. But if you’ve been quiet most of the year, now’s the time to reconnect and let them know you still need their help.

Try this:

• Send a “thank you for your support” email - no ask, just appreciation.

• Share an impact report or update on what their past donations have helped achieve.

• Use segmentation to tailor messaging for lapsed, recurring, and one-time donors.

3. Create a content countdown

The lead-up to Giving Tuesday (2nd December) and the end-of-year rush is a perfect time to roll out a content calendar that builds anticipation and connection.

Try this:

• A 12-days-of-impact series on social media.

• Weekly blog posts featuring donor or beneficiary spotlights.

• Email drips that build emotional momentum ahead of your donation ask.

Consistency is key. It keeps your cause top-of-mind without overwhelming your audience.  

4. Make your donation journey seamless

Before the big push, take a hard look at your donation process. If it’s clunky, confusing or not mobile-friendly, you’ll lose potential donors.

Try this:

• Test your donation form on mobile.

• Reduce steps to complete a gift.

• Offer multiple payment options (PayPal, Apple Pay, etc.)

• Clearly show where the money goes and how it helps.

According to CAF’s UK Giving Report, the most popular way to donate to charity is through direct debit or standing order. Making this process as smooth as possible is key to bringing in donors. Unsure where to start? Consider a UX audit.

5. Give before you ask

Build goodwill by offering value before asking for support. Whether it’s a downloadable guide, an invite to an online event, or simply educational content, this shows you care about your community - not just their wallets.

Try this:

• A holiday wellbeing guide from your team.

• A “behind the scenes” video showing your day-to-day operations.

• A free fundraising pack or downloadable fact sheet.

6. Use social proof to build trust

Donors are influenced by what others are doing. Highlight recent donations, volunteer activity, and public support to build credibility and encourage participation.

Try this:

• Share screenshots of recent donor messages (with permission).

• Use a live donation tracker on your site or campaign pages.

• Feature short videos from recurring donors on why they give.

Plan the ask - but don’t lead with it

When the time comes to make your donation ask, make sure it's emotionally compelling, clearly linked to impact, and easy to act on. But remember - the ask should feel like a natural next step in a bigger journey of connection.

Warming up your donors before peak giving season isn’t just smart - it’s essential. In a crowded end-of-year landscape, the non-profits that win attention (and donations) are the ones that show up early, show up meaningfully, and show up with purpose.

So, if you haven’t started yet - now’s the time.

Need help planning your end-of-year campaign? We’ve helped non-profits of all sizes build campaigns that inspire action and grow long-term support. Get in touch - we’d love to support your mission.