Episode Overview

Episode Title: 647. Your Year-End Campaign Playbook: Launch Your Most Generous Season Yet
Hosts: Jon McCoy, CFRE & Becky Endicott, CFRE
Podcast: We Are For Good
Date: September 22, 2025

This episode dives deep into how nonprofit professionals can maximize year-end fundraising campaigns, blending actionable strategies, cutting-edge insights, and wellness encouragement. Jon and Becky serve as the “hype squad” for nonprofit professionals navigating the high-pressure giving season, offering a practical playbook to power generosity, build movements, and ensure organizational and personal sustainability.

Key Discussion Points and Insights

1. The State of Generosity and Donor Trends

Timestamps: [03:21] - [07:38]

• Jon and Becky: Nonprofits are feeling more pressure than ever to do more with less as year-end approaches. The hosts recognize the overwhelm and set out to provide not just tactics but encouragement and a sense of community.
• Guest Insight: Woodrow Rosenbaum on data trends.
  • Generosity is holding steady despite the narrative of declining giving.
  • Myth-busting: The belief that only major donors matter is disempowering. Giving is not as down as some data might suggest.
  • Quote (Woodrow Rosenbaum, [05:16]):

    "There’s a substantial portion of people who we predict would have given if they were asked. ... When we show up as a sector and engage much more broadly, rather than hyper-focusing on large donor competition, people respond. We have agency."

  • Volunteers are a critical, often under-measured, source of impact ($167B of volunteer value in 2023).
• Key Takeaway: Focus on inviting people to give and measuring generosity in more holistic ways (engagement, volunteering, advocacy).

2. Planning a Stand-Out Year-End Campaign

Timestamps: [07:38] - [10:56]

• Caroline Griffin (Marketer on Mission):

  • Year-end is an ideal time to experiment, infuse joy, and try new tactics—even with a small budget or a one-person team.
  • Quote (Caroline Griffin, [08:44]):

    "You don’t have to have a lot of money or a ton of planning or a big team... You can have a small ad spend or a small amount to spend on an artist or video, and that can go a long way."

  • Recommend dual-track goals:
    • Uplevel existing donors (e.g. encourage monthly giving, upgrade amounts).
    • Attract new donors with fresh, unique engagement.
  • The secret is standing out amidst the “noisy space” between Giving Tuesday and year-end.

• Jon & Becky’s advice:

  • Double down on your mission’s unique “secret sauce,” and don’t be afraid to lean into your distinctive story as your competitive edge.

3. Breaking Through in a Crowded Media Landscape

Timestamps: [10:56] - [17:33]

• Jeff Rosenblum (Questus founder):

  • Your target audience is bombarded by 11 million bits of info every waking moment; consciously processes only 50.
  • Brands (and nonprofits) must become “cognitive shortcuts”—breaking through noise by clearly standing for something and serving as a shortcut to trust/action.
  • Quote (Jeff Rosenblum, [12:28]):

    "Brands are no longer a story. ... They are a cognitive shortcut, breaking through all the noise to help people understand what makes you different and why you’re worthy of their attention or donation."

  • Map the donor journey: It often has a dozen granular steps, not just “awareness → conversion.”
  • Pair inspirational content with functional content: Help donors dream, do research, and trust your impact.
  • Key Tactical Nugget: Use AI and digital tools to create impactful content affordably—but never copy “yesteryear” playbooks blindly. Adapt to modern audience behaviors.

• Jon & Becky’s Reflection:

  • Everyone in the organization is a marketer and storyteller now.
  • Meeting donors where they are, respecting their journey, and deeply understanding audience needs is the path to success.

4. The Power of One: Storytelling Framework for Campaigns

Timestamps: [18:30] - [25:22]

• Framework Steps:
  1. Find one human impacted by your mission.
  2. Tell their story, focusing on:
     • Who are they as a human (beyond title)?
     • What challenge/barrier did they face?
     • How did your mission intervene?
     • What transformation occurred?
     • What is the ripple effect?
• Quote (Jon, [20:22]):

  "If we can get one story and really unpack why your mission showed up, what it did for that person's life, that is really interesting content to lead from."

• Tie everything to a clear and urgent goal. “Clarity is kindness.”
• Connect the story to a single, clear call to action—don’t overcomplicate the ask.
• Atomize the story across multiple channels (email, social, video) for maximum impact and consistency.

5. Internal Activation and Community Building

Timestamps: [24:30] - [26:51]

• "Stoking": Start internal campaign activation with those closest to your mission (staff, board, top volunteers).
• Equip everyone with the same language and goals for a unified community effort.
• Encourage diverse voices to become campaign advocates, fostering wider reach and authenticity.

6. Stewardship: Planning Beyond the Gifts

Timestamps: [26:51] - [28:17]

• Proactive stewardship is a We Are For Good “core value.”
• Plan to close the loop with donors in January: Show tangible impact, express gratitude, and build future engagement.
• Stat: One-third of all annual giving occurs at year-end, and 12% in the final three days.

7. Moving From Transactional to Movement-Building

Timestamps: [28:17] - [29:30]

• The long game is about sparking belief, not just raising dollars.
• Year-end is a pivotal moment, but the ultimate goal is to grow a movement; bring donors into an ongoing story of impact.
• Notable quote (Jon, [28:17]):

  "Story is your superpower... it’s about sparking belief. Because belief is what is core to growing our movements."

8. Mindset and Team Well-Being at Year-End

Timestamps: [29:30] - [38:41]

• The giving season is demanding; personal and team wellness cannot be ignored.
• Lindsey Fuller (The Teaching Well):
  • Invests 8% of her team’s workweek in professional development, human-centered reflection, and community-building.
  • Quote (Lindsey Fuller, [31:07]):

    “When we get to learn and grow together, it’s hella fun... I have the distinct honor of witnessing my team's professional and personal growth because we build human-centered explorations into our professional development.”

  • Dedicated time for check-ins, scenario analysis, consultancies, and personal sharing creates retention, resilience, and stronger culture.
• Wellness Advice:
  • “Put your oxygen mask on first.”
  • Leaders modeling rest, learning, and care empowers teams to do the same.
  • Cycle work in sprints, take breaks—do not default to burnout mode.

9. Community Support and Practical Resources

Timestamps: [38:41] - [40:43]

• ImpactUp Pause Event: October 9th; an invitation for nonprofit professionals to rest and rejuvenate with peers worldwide.
• Show notes and resources include:
  • Year-End Campaign Checklist
  • Storytelling Worksheets
  • Gather at the Well Series
  • Registration for all events and frameworks
• Final Encouragement (Becky, [40:12]):

  "We just want you to feed your soul and your heart as much as you are feeding into the bottom line of your organization and feeding into your community. So take that first step. Find the one. Find the one that’s going to impact. You’ve got this, friends."

Notable Quotes & Memorable Moments

• Woodrow Rosenbaum ([05:16]):

  "There’s a substantial portion of people who we predict would have given if they were asked ... We have agency in this situation. So now it’s up to us to do something about it."

• Caroline Griffin ([08:44]):

  "You don’t have to have a lot of money or a ton of planning or a big team ... and that can go a long way."

• Jeff Rosenblum ([12:28]):

  "Brands are no longer a story ... They are a cognitive shortcut, breaking through all the noise to help people understand what makes you different and why you’re worthy of their attention or donation."

• Lindsey Fuller ([31:07]):

  "When we get to learn and grow together, it’s hella fun... I have the distinct honor of witnessing my team's professional and personal growth because we build human-centered explorations into our professional development."

Episode Structure & Key Timestamps

| Segment | Topic | Notable Speaks | Timestamp | |---------|-------|----------------|-----------| | Introduction & Purpose | Setting the Stage: Year-End Overwhelm | Jon & Becky | 01:30 - 03:21 | | Data & Donor Trends | Hopeful Insights from Woodrow Rosenbaum | Woodrow Rosenbaum | 03:21 - 07:38 | | Campaign Creativity | Fresh Ideas for End-of-Year | Caroline Griffin | 07:38 - 10:56 | | Marketing & Donor Journey | The Science of Breaking Through | Jeff Rosenblum | 12:28 - 17:33 | | Storytelling Framework | The Power of One Story | Jon & Becky | 18:30 - 25:22 | | Internal Activation | Stoking the Campaign | Jon & Becky | 24:30 - 26:51 | | Stewardship | Proactive Planning | Jon & Becky | 26:51 - 28:17 | | Movement Mindset | Beyond Transactional Fundraising | Jon & Becky | 28:17 - 29:30 | | Team Wellness | Modeling Growth & Care | Lindsey Fuller | 30:51 - 35:08 | | Community & Resources | Gathering, Rest, and Practical Tools | Jon & Becky | 38:41 - 40:43 |

Final Takeaways

• You have agency: Despite challenging trends, nonprofit professionals are not powerless—intentional asks and nuanced storytelling matter.
• Stand out and stay human: Lean into your unique story and share it in ways that connect personally, not just transactionally.
• Map the journey: Recognize that a donor’s decision is complex and takes time; provide inspirational and functional content at each stage.
• Invest in your campaign & your wellbeing: Use the provided checklists and frameworks, but also nurture your own growth—well-rested, inspired teams fuel the biggest impact.
• Build movements, not just campaigns: Focus on long-term community and belief, leveraging this season to cultivate ongoing connection and advocacy.

“Find the one. Share the story. Feed your soul and your mission. You’ve got this, friends.”