Why am I talking about the annual campaign on a warm summer day? It’s not Christmas in July. It’s because the tired old model of sending appeal letters around the holidays needs to end.

Let’s start with the basics. What is an annual campaign?

An annual campaign is a recurring fundraising effort, often centered around a direct mail letter, used to bring in donations for your nonprofit’s operations and programs. It's a staple in nonprofit fundraising because it consistently delivers the best return on investment.

But why do so many organizations send these letters at the end of the year?

Historically, it made sense. People met with their accountants the week before December 31 and were told, “You need to donate this much or pay it in taxes.” So, in the final days of the year, they’d choose a charity—any charity—and make the donation to reduce their tax burden.

That’s why so many nonprofits scramble to be top of mind in November and December. But here’s the thing: that tax-season dynamic has changed.

Today’s financial planning doesn’t happen with shoeboxes of receipts in December. We have spreadsheets, apps, and strategy sessions. Financial planners now review goals on a quarterly or semi-annual basis. If that’s how I manage both my business and household finances, I know I’m not alone. I have a financial background. I’m risk-averse. I was the last person to buy an air fryer. If I’ve moved on from the year-end donation model, chances are your donors have too.

In my household, our central financial review takes place in May, immediately after taxes are filed. That’s when we evaluate our giving capacity and begin planning where our money will be allocated. We may have a second check-in in November, but by then, the bulk of our decisions will have already been made.

So riddle me this: if donors are making giving decisions in May, why are you sending your letter in November?

Now, let’s talk about another donor group that’s often overlooked: people over 73 who are required to take distributions from their retirement accounts. These Required Minimum Distributions (RMDs) are taxable unless they’re donated to a qualified charity. That’s right—your nonprofit can help a donor reduce their tax burden, but only if they know about it and have time to plan.

And when does that conversation happen? If their financial planner is doing their job, it will probably be in Q2. Again, probably May. If your best donors are sitting with their accountants in May and June, and you’re asking for money in November, you’ve missed your moment.

Let’s rethink your strategy.

How to Run an Annual Campaign in May

Step One: Set a Goal

Your letter should clearly state the amount you need to raise and the deadline. No vague requests. A clear target with a deadline creates a sense of urgency.

Step Two: Segment Your List

Know who you’re asking. If you're looking for pledges, include your small donors. If you need larger gifts, identify those donors based on their giving history. One-size-fits-all appeals no longer suffice.

Step Three: Choose the Right Channels

Direct mail remains effective, especially when accompanied by a handwritten signature. But you can also use email, newsletters, and QR codes. The key is to follow up with a phone call. And yes, you’re busy. This is a board responsibility. Divide the list among board members and ask them to make the calls. You’ll be surprised how well it works.

Step Four: Make Giving Easy

Some donors want to send a check. Great—provide your address. Others want to give online. Make sure the link or QR code is front and center. If they want to wire a significant gift, help coordinate with your bank. Fewer steps equal more donations.

To Recap

Yes, you should still have an annual campaign. It remains your most cost-effective fundraising tool. However, consider moving the campaign to May, when donors are actually making their financial decisions. Set a goal. Create a deadline. Follow up. And make it ridiculously easy to give.

You'll raise more money with less stress—and you'll finally stop fighting for attention in the crowded chaos of December.