As 2024 wrapped up, we, alongside our ministry partners, turned our focus to the high-stakes final week of the calendar year — and the results are in. While not every organization experienced the same outcomes, the overarching trend was clear: year-end giving is as critical as ever, reaffirming the need for thoughtful planning and bold investment to maximize its potential.
The power of the final week
An impressive 14% of total web revenue in 2024 was generated during the final seven days of the year. Masterworks clients increased their media spend by 42% year over year during this crucial period. This higher investment not only paid off but also yielded a 6% improvement in overall return on ad spend (ROAS) — a clear testament to the value of strategic year-end investment.
Expanding channels and driving engagement
Diversification of media strategies stood out as a key theme in 2024. Nonprofits leaned into emerging channels like connected TV (CTV) and new social platforms, engaging audiences in innovative ways. Year-over-year gains were recorded across most digital channels (except search), with CTV leading the way in both spend and performance.
The results speak for themselves:
- Website traffic climbed 49%
- Time on site increased by 16%
- Total web revenue jumped 15%
Meeting donors where they are — with thoughtful, channel-specific strategies — is driving action like never before.
Local and national impact
Local rescue missions made significant strides by increasing their overall media spend by 43%. Particularly noteworthy was their focus on prospecting, with spend in this area more than doubling. This effort paid off, as the return on prospecting spend rose by 14%, driven by a higher average gift size and a 7% reduction in cost per gift. This means that local rescue missions were able to more than double their new online donor counts in the final week of the year by doubling spend.
National organizations also ramped up their calendar-year-end efforts, increasing media spend by 41%. Remarkably, they maintained a consistent ROAS despite the higher investment, demonstrating the sustained effectiveness of their campaigns and the broader audience that has been created with expansion into new channels and platforms.
Clear, bold creative drives results
Simplicity continues to reign supreme in digital media for year-end campaigns. Bold, direct creative consistently outperforms elaborate designs. Case in point: a plain red background with the words “Last chance to give your final gift of the year!” remained the top-performing design in 2024. Designs incorporating a clock motif further enhance this urgency. While variations of this approach also perform well, the classic billboard-style ad remains undefeated.
This trend underscores a key insight: audiences don’t always need convincing to give their final gift of the year — they just need a bright, unmistakable reminder to take action.
Audience insights are more critical than ever
As digital marketing continues to press advertisers into using first-party data, there has never been a better time to consider who your audience is and how you’re reaching them. Without a solid grasp of who you’re working to reach and with what message you want to reach them, you’ll waste time and money on worthless clicks and impressions.
Here’s how a strong audience strategy can elevate your efforts:
- Speak directly to your audience’s motivations
Different donors are moved by different messages. Younger audiences may be drawn to tangible offers or specific goals, while more established donors often resonate with narratives highlighting long-term impact. By tailoring your messages to reflect these motivations, you’ll maximize engagement and make every dollar count. - Create personalized donor experiences
Audience segmentation isn’t just about better targeting; it’s also about better relationships. By understanding your donors’ behaviors and preferences, you can deliver experiences that feel relevant and personal. For instance, first-time givers might respond well to introductory stories or welcoming language, while sustainers appreciate updates on the ongoing impact of their contributions. - Leverage relevance for greater visibility
Platforms like Facebook, Instagram, and Google reward content that aligns with user interests. By crafting ads that resonate deeply with your audience, you can increase the reach and effectiveness of your campaigns while reducing costs. The result? Higher visibility and better use of your marketing budget.
Planning ahead
The final week of the year is more than an opportunity — it’s a cornerstone of nonprofit fundraising success. The trends from 2024 underscore the power of proactive planning, channel diversification, and targeted donor engagement.
With a thoughtful strategy, nonprofits can continue to make this pivotal time of year a transformative moment for their missions and the communities they serve.
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