The Art and Science of Year-End Giving

When the year-end frenzy hits, how do we cut through the noise? That’s exactly what I set out to explore with Juliette Reilly, the incredible social strategist at Situation’s sister agency Town Hall that serves mission-driven organizations including nonprofits and education institutions, and Maureen Murray, their powerhouse account supervisor. At Situation, we’ve been wrestling with this too—how do you balance ticket sales, donor asks, and storytelling without overwhelming your audience? Here’s what we uncovered: it’s not just about asking for money—it’s about creating relationships that last.

Meghan: Let’s start with what works. Juliette, you’ve seen a lot of success with organic social strategies. What’s the secret?

Juliette: Authenticity. It’s about more than just posting—it’s building trust. When you engage your audience with content that sparks joy or inspires them, it lays a foundation. By the time a big moment like Giving Tuesday rolls around, they’re already invested in your mission.

Meghan: Totally. And Maureen, how does that connect to broader strategies like paid media?

Maureen: Paid media amplifies those authentic stories. For many of our clients, it’s about reaching younger or newer audiences—people who might not donate now but are passionate about the cause. The more we nurture those relationships, the more potential we unlock for future giving.

Meghan: In the arts world, we often focus on specific fundraising moments like Calendar- or Fiscal-Year End Appeals. What can we learn from nonprofits about year-round engagement?

Maureen: It’s all about storytelling. Rather than asking for donations outright, demonstrate to new audiences why your mission matters right now. Make sure existing supporters can seethe impact of their support. Highlight the faces behind your work or the difference you’re making in the community so they continue to feel connected and invested.

Juliette: I’ve found that the best-performing content is rarely promotional. It’s content that resonates emotionally or offers value—something that makes people feel connected.

Meghan: That’s such a shift. It’s not just about “give now.” It’s about showing why they should care.

Meghan: Younger audiences are so generous in their own ways. Juliette, how do we connect with them authentically?

Juliette: Influencers can be a great way to bridge that gap. But it’s all about finding the right ones—micro-influencers who genuinely align with your mission. It’s less about numbers and more about authenticity.

Maureen: And beyond influencers, it’s about making participation easy. Whether it’s a simple social action or a low-commitment event, we need to meet younger audiences where they’re most engaged.

Meghan: It’s tricky for arts organizations. We’re often balancing donor asks with selling tickets. How do we avoid sending mixed signals?

Maureen: Alignment is key. Internal teams need to communicate so the messaging feels seamless. If your audience is unclear about what action you want them to take, you lose them.

Juliette: Exactly. And even if someone isn’t ready to give financially, nurture that connection by creating posts that illicit active engagement (saves, shares, tagging a friend)—they could become a loyal donor later.

Meghan: Looking ahead, what’s on your radar for 2025?

Maureen: Re-engaging audiences after the political noise of 2024. We’ll need to remind them why our missions matter in a way that feels fresh and relevant.

Juliette: Agreed. And with so much AI-driven content out there, staying real and human will only become more important.

Meghan: Love it. Thank you both—this was such a great conversation.