8 Ways to Improve Email Performance at Year-End

As the year draws to a close, nonprofits face a critical window for fundraising, especially during the final weeks of December. To help organizations maximize their email marketing efforts, we recently hosted a webinar featuring Matt Hussey of Generosity X. Matt shared expert insights and actionable strategies to optimize year-end campaigns, ensuring your emails stand out in a crowded inbox and drive meaningful donor engagement.

Keep reading for a recap of the top takeaways from the session!

1. Embrace experimentation with A/B testing

Don’t assume you have all the answers—test them! A/B testing allows you to evaluate what works best for your audience, whether it’s subject lines, email formats, or CTAs. Even small tweaks, like adding an FAQ section or a heart animation to buttons, can lead to significant lifts in engagement. Remember: Testing provides clarity, mitigates risk, and helps uncover what truly resonates with your donors.

2. Increase email frequency without fear

Contrary to popular belief, sending more emails doesn’t necessarily annoy your donors. Matt’s research showed that higher email frequency during year-end campaigns not only increased revenue but also improved donor retention rates. The key? Mix it up—combine asks with thank-you notes and impactful stories to build stronger connections.

3. Go minimal with plain text emails

Plain text emails often outperform heavily designed ones, particularly for urgent or emotional appeals. Stripping back the design can create a sense of authenticity and urgency, making it feel like a personal message directly from your organization’s leadership.

4. Leverage behavioral triggers with automation

Personalized, behavior-based automations (like follow-ups for incomplete donations or donor anniversary emails) are a powerful complement to mass appeals. Use these triggers to engage supporters based on their actions, ensuring your message feels timely and relevant.

5. Resend to non-openers

Only about 30% of recipients open a typical email. Extend the shelf life of your campaigns by resending emails to those who didn’t open the first one. Change up the subject line and send at a different time to catch their attention.

6. Mimic forwards for higher open rates

Emails formatted as forwards (e.g., with "FWD:" in the subject line) create a sense of urgency and relevance. This tactic, combined with a conversational tone, makes your message feel like it’s coming from a trusted individual rather than a mass communication.

7. Launch match campaigns

Matching gift campaigns are a year-end staple for a reason—they work. Whether you’re running a one-week match or a final-day push, these campaigns create urgency and double the perceived impact of donor contributions.

8. Don’t just ask—thank and inspire

Not every email needs to include an ask. Thank your donors, share stories of their impact, and celebrate milestones. These moments of gratitude deepen relationships and make donors more likely to support your organization in the future.

Final thoughts

Year-end fundraising is about more than just revenue—it’s an opportunity to build lasting connections with your supporters. By incorporating these strategies into your campaigns, you can create memorable donor experiences while driving meaningful impact.