How a Nonprofit Increased Year-End Revenue by 44%

It’s almost December—which means inboxes are about to fill up with the same year-end message on repeat:

“Make your tax-deductible gift by December 31!”

“There’s still time to give before the deadline.”

“Get your 2025 tax benefits—donate now.”

How do you stand out in a sea of lookalike “give now” year-end appeals? Look to aspirations for inspiration.

The tax benefit of donating to charities applies only to those who itemize their deductions—that’s less than 10% of income tax payers.

Our latest SPIRE audience engagement research, which studies why people give time and money to good causes, shows a better way to connect: Most people say they want their actions to make a meaningful difference in the world.

When you link your ask to aspirations that motivate people—the kind of people they want to be, or the kind of world they want to live in—you reach a much wider pool of potential donors than the small slice motivated by transactional appeals like tax incentives.

An aspirational approach pays off

We’ve seen this in practice. When we helped a major university revamp its year-end giving, aspirational language led to a 44% increase in revenue—along with a significant increase in the average gift and more donations from people who had never given before, or hadn’t given in years.

How did we do it? 

Our research showed that people loved the institution, but weren’t sure they could give enough to make a difference. By using language that showed how much their donation meant, we helped donors see themselves as valued members of the community, and inspired more giving.

With year-end appeals approaching, what can you do right now to raise more revenue? Here are some tips:

Offer an inspiring vision. Show how your organization has exciting goals and smart solutions. Don’t just describe the scale of the problem—show how your work is moving the needle and what becomes possible when donors join you.

Make it easy to spread the word. Word-of-mouth is the most powerful form of communication, especially for fundraising. Make your messages meaningful and memorable so that your audience wants to share them with others. 

Put the possibilities in the picture. People are more likely to contribute when they can envision the outcome—show how their contributions make change possible.

Share stories of how other donors have made a difference. People are most likely to take actions they see others taking. Help them see models that they can admire and imitate. 

If you want to learn what motivates people to donate to your cause, email us at spire@hattaway.com.