It’s Time to Launch Your End-of-Year Campaign: How to Prepare

The final stretch of the year brings big opportunities for community media: grow support, strengthen relationships, and remind your audience why your work matters.

End-of-year fundraising isn’t just about donations — it’s about connection. It’s your chance to tell powerful stories, celebrate your newsroom’s impact, and invite your community to invest in its future.

We asked two industry pros — Penda Howell, founder and CEO of New Jersey Urban News, and Penny Riordan, independent media consultant with 20+ years supporting local news organizations — to share tips for an impactful campaign.

Start Early and Plan with Purpose

Outline your key stories, audience segments, and communication channels ahead of time. Early planning sets your campaign’s foundation and reduces stress while boosting strategy.

Lead with Impact

Your audience gives because they believe in your work. Highlight stories that show how your reporting informed, empowered, or connected your community.

Howell:

“We view the end of the year as a time to celebrate progress, spotlight impact, and reaffirm our commitment to serving underrepresented voices.”

Segment and Personalize Your Outreach

Tailor appeals to different audiences: donors, sponsors, readers, and community partners. Each group has unique motivations — civic pride, community connection, or belief in local journalism.

Ask Early — and Ask Often

Penny Riordan:

“I’ve talked to many news organizations who feel uncomfortable asking their audience for support. But we’ve have seen again and again that the more readers are asked, the more likely they are to give.”

Don’t just send one email for Giving Tuesday or year-end giving. Plan an email calendar to start about a week before Giving Tuesday (Dec. 2). Include personal appeals from editors or reporters and highlight recent impactful stories.

Make a copy of Riordan’s email template here

Bring It to Social Media

Social media is a key platform for inspiring support. Post campaign appeals and short, authentic videos from your team explaining why your work matters. Keep it personal, direct, and heartfelt.

Activate Your Ambassadors

Encourage staff, freelancers, and community partners to share posts, tag friends, and talk about your newsroom. Peer-to-peer amplification expands reach and builds trust.

Show Gratitude Often

Send personalized thank-you messages, spotlight donors, and update supporters on how their contributions make a difference. Gratitude builds loyalty and encourages continued support.

Final Thought

Whether you’re just starting your year-end campaign or refining an established plan, now is the time to act. Early planning, strong storytelling, and consistent outreach can do more than raise funds — it can deepen community connection and fuel your newsroom’s mission.

Want to go deeper?

Join The Pivot Fund on November 5 at 1 p.m. EST for a webinar on boosting your year-end fundraising campaign. As the most important campaign of the year for most news nonprofits enters its most intensive phase, hear from experts about what works for them and get tips to fine-tune your fundraising or craft an effective year-end push.

Panelists:

• Kay Dervishi, Development Manager at Documented
• Marvin Vilma, Chief Development Officer, The Pivot Fund
• Donna Ladd, CEO & Co-founder, Mississippi Free Press and Jackson Free Press; Founder, Mississippi Youth Media Project

Moderator: Margaret Coker, Co-founder and Editor-in-Chief, The Current GA

REGISTER HERE