As fundraisers, we’re often planning months ahead, but calendar-year-end (affectionately referred to as CYE because we really don’t have time to say the whole thing by the time it’s underway) takes it to a new level!

Most of our early CYE efforts have traditionally focused on our direct mail strategies. That’s because mail dates paper, and press time need to be earmarked early during the busiest fundraising season of the year. And recently, paper shortages, increased mail volume, and labor issues have pushed our deadlines even earlier.

However, we often put off our digital planning until later, but is that a mistake? Here are three reasons you should begin planning your CYE digital efforts now!

  1. Integration. Integration. Integration. 

How can you plan for a compelling, fully integrated calendar-year-end campaign if you’re not planning your cross-channel strategies at the same time? Use this summer to brainstorm themes, select your most captivating stories, request assets, solicit matching gifts, consider audience segmentation priorities, and determine the best way to leverage your assets across channels.

Yeah, you’re gonna be busy.

Pro tip: As you begin planning your Year End campaign, don’t forget to review last year's tests. And remember, a test only “won” if it reached statistical significance. Don’t worry, we’ve got you covered with our MWD Statistical Significance Calculator. You can also plan for future tests using our Sample Size Calculator.  

  1. Planning now will allow you to be more flexible later.

Many fundraisers worry that if they plan their campaign early, unforeseen changes could disrupt their plans and they’ll have to redo their hard work. Here’s the not-so-secret secret: things are going to change. It’s inevitable. However, planning ahead isn’t in opposition to being flexible – it’s a requirement.

With a strong strategy in place, your organization will be able to adjust more quickly and effectively because you’ll have already laid the foundation. Starting early doesn’t freeze you in time, it ensures you’re prepared for whatever comes.

  1. Year-end fundraising is a team effort

It takes a village to pull off an incredible calendar-year-end campaign. From Giving Tuesday to the final tax deadline, it’s an all-hand-on-deck effort involving annual giving, major gifts, planned giving, marketing, frontline staff, and community partners. Intentional coordination with all these important stakeholders takes time, but it pays off to ensure everyone understands the importance of CYE fundraising and is ready to work together to meet your goals. Put simply, starting early is part of being a good team player.

So crank up the AC, hang some festive lights, and turn on your favorite holiday tune — whatever you need to do to get yourself in the spirit! It’s time to plan CYE. Happy strategizing!

P.S. Want more CYE fundraising advice and tips? Check out our previous calendar-year-end blog posts!

About the author: Zoe Clarke is a Senior Account Executive at Mal Warwick Donordigital. She has eight years of experience in leading best-in-class fundraising and communication campaigns. Zoe believes in challenging the status quo and investing in creative and inspiring new fundraising tactics to engage donors, shape communities, and build a better world.