5 quick optimizations for the final stretch

Your campaigns are live, the emails are queued, and the calendar is what it is.

But that doesn't mean the work is done. 

The final days of year-end are when small decisions can still shift outcomes: a subject line swap here, a send time adjustment there, a last-minute email that almost didn't make the cut.

None of these is a heavy lift. But stacked together, they're often the difference between hitting a goal and beating it.

Here are some rapid-fire adjustments worth considering while there's still time — based on what's likely already in front of you:

1. Check your mid-campaign data and adjust your ask string
If you've got a few sends under your belt, look at which gift levels are converting. 

Is $50 outperforming $100? Lean into it for your remaining sends: move the best-performing amount to the default position or to the start of the string.

2. Segment out the clickers-who-didn't-give
People who clicked but didn't convert in your first few sends are warm. They're not the same as non-openers.

Pull them into a short, direct follow-up, ideally automated: "You started something — here's your chance to finish it before the deadline." This is a higher-intent audience, and they're worth a tailored nudge.

3. Thin out frequency for non-responders
If a segment hasn't opened anything in the past two weeks, consider pulling them from your final sends — or at least your December 31 push.

You're not just protecting deliverability. You're protecting next year's file health. Hitting unengaged contacts repeatedly in high-volume season can hurt your sender reputation heading into Q1.

4. Swap the sender name on your closer
If your last few emails came from the organization, try sending the final one from a person — your ED, development director, or a board member, if this isn’t already in your mix.

It’s a small change, but it can cut through. A name in the "from" line signals something different from the usual institutional send, and that contrast matters when inboxes are crowded.

5. Update your thank-you email with a share prompt
Your confirmation email is going out anyway. Add a single line: "Know someone who'd want to join you? Forward this or share the link."

It's not a major lift, but post-gift is the moment of highest affinity. A warm donor sharing your campaign is more valuable than another send to a cold segment.

The bottom line
You're in execution mode now. The strategy is set. But the difference between a good year-end and a great one often comes down to a handful of smart, small calls made in the final 72 hours.

Trust your data. Trust your instincts. Don't be afraid to make a change. And remember to take breaks away from your dashboard … especially if you’re working during your time off.

Check our events list for more or reply to this email to submit one for consideration.

'Til next time!
Sara

P.S. How is year-end giving season going for you? We’d love to hear about your wins. Reply to this email if you’d like to share.