Mastering the EOYA Reminder Email

The highest-performing window for digital fundraising is between December 27 and December 31, especially the last three days.

I recommend Tuesday, December 30, as your primary day to send a reminder email. If you use Mailchimp or another service, work on this email now and schedule it for next week.

Most of my readers are extremely busy in December.  I never do more than two emails in December, so that’s my recommendation. (We aren’t marketing and don’t need to send multiple emails.) I’ll discuss some pros and cons of your different options.

In general:

• More than 50% of clicks happen on phones, so keep your content brief and your giving links visible, but not overwhelming.
• Tuesday is the best day of the week for high email open rates all year.

Keep track of who has already given so you don’t send a reminder email to them. See Sending a Mailchimp Reminder Email.

Decide on Your Email Reminder(s)

You have several opportunities to connect with your ministry partners regarding your EOYA (end-of-year ask) fund appeal, which you sent several weeks ago.

I’m suggesting a warm, no-fund-appeal greeting email AND a specific challenge to encourage your friends to donate before the year is up.

Top Choice

Send your reminder on December 30.

Ministry partners have shifted from holiday mode to budgeting, wrapping up their giving for the year, and setting goals for 2026.

December 29 through 31 account for 27% of annual online giving. Each day the giving is higher, so even though December 31 is the largest giving day of the year, it also has the highest volume of emails. So, I recommend December 30 as the sweet spot. Besides, it’s a Tuesday. Send your email between 7 and 10 AM or 5 and 8 PM. Pay attention to time zones, if possible.

Try these subject lines:

• Only 2  days left to make your 2025 impact.
• Final days for your 2025 tax-deductible gift.
• Help us reach our $11,000 goal for [cause].

(An emoji at the end of your subject line increases open rates.)

Here are some ideas for the body of your email:

• A photo.
• Two sentences about ministry or about 2025 (optional).
• We are so close! God has provided $9,000 toward our $11,000 goal. Your donation could be exactly what we need to reach the finish line.
• Thank you.
• Include your giving link or button.
• P.S. To receive a 2025 tax receipt, please ensure your online gift is processed by midnight on December 31.

Your Greeting and Other Options

Your greeting email is a brief, appreciative touchpoint. It lays the groundwork for your tax-deadline email. Focus on gratitude and ministry impact.

On Tuesday, December 23, your ministry partner is focused on family, shopping, and travel. Send a warm Christmas greeting.  Focus on gratitude and ministry impact.  Include a giving link or button on this email with NO mention of your appeal. They’re receiving a high volume of email and are distracted.

(Sending a greeting between December 24 and 26 might not be read. Also, this is when donations drop sharply.)

If you don’t have time for a Christmas greeting, send an EOYA reminder on December 29 and a New Year’s greeting on December 31, focusing on gratitude and ministry impact, as you would in a Christmas email. Send the December 31 email before 2:00 PM or it may not be read until January 2 or 3.

What are your best strategies for EOYA fund appeals?

NOTES:

• I’m heading over to correct my previous post, which recommended December 23.
• Photo by NEOM on Unsplash.