As the summer sun starts to give way to fall foliage, the pace of the fundraising world picks up, almost as if on cue. September doesn’t just mark the end of summer; it signals the start of the social profit sector’s most intense season. With year-end fast approaching, organizations find themselves in a race against time, scrambling to secure those last-minute funding commitments that can make or break their financial goals.

While planning ahead is undeniably crucial (ideally, you are planning by May with a solid strategy in place by August), don’t despair if you find yourself entering the season without all your sun-soaked ducks in a row. The good news is that all is not lost. There are still powerful steps you can take now to maximize your impact, finish the year strong and set yourself up for a promising 2025.

The Importance of Early Planning

Early autumn seems to mark a back to “focus” for many organizations, as funders begin considering gifts and investments driven by fiscal year-end and tax considerations. As the winter holidays approach, donors are increasingly motivated by the season of giving, making it a crucial time for social profit organizations to solidify strategies. Corporations are also closing out their fiscal years, planning future funding and allocating community investment (CI) budgets. Ideally, social profit organizations should be engaged in these corporate community investment discussions to capture any remaining budget and position themselves for next year’s budget allocations. Having your plans in place before deadlines is key to taking advantage of these opportunities.

This season is critical, often accounting for a significant portion of annual fundraising revenue across all types of funding sources. According to Imagine Canada, up to 35 per cent of annual giving and granting occurs in the last three months of the year, with December accounting for about 10 per cent of annual donations in its final three days alone. For many organizations, the September-to-December period is pivotal for securing donations, grants and corporate investments, ensuring a strong year-end and positioning themselves for future success. Diversifying revenue streams from individual donors, foundations, government grants and corporate partnerships is essential during this time.

Organizations that started planning early are well-positioned to execute their strategy, likely having lined up revenue generating plans and key messages well in advance to inform grant applications, major gift asks, direct mail pieces, scheduled email campaigns and prepared social media strategies. However, what if you didn’t? While timing is key, it’s not the only factor in a successful campaign – let’s dive in.

Case Study: Trellis Society’s Winter Breather Campaign

Trellis Society, formed through the merger of the Boys and Girls Clubs of Calgary and Aspen Family and Community Network, is a leading social profit organization dedicated to empowering individuals and families across Calgary. With a wide array of programs supporting housing, mental health, education, and basic needs, Trellis addresses the root causes of poverty and inequality to create lasting change.

The Trellis Society’s Winter Breather Campaign, with ENMAX as its founding partner, is a well-branded, long-standing initiative focused on addressing utility poverty in Calgary. Originally designed to provide essential support during the harsh winter months, the campaign has grown into a broader year-round effort. It now includes vital assistance for utilities, groceries, laundry, and other basic needs, aligning with Trellis’s mission to meet the evolving needs of the community.

“Winter Breather has evolved over the years, aligning with the changing needs of those we serve. It’s not just about providing support during the harsh winter months; it’s about empowering families with the choice and freedom to manage their budgets and prioritize what’s most important to them,” said Trellis’s Chief Strategy Officer, Angela Clarke.

With consistent branding and a strong focus on utility poverty, Winter Breather has become a recognizable and trusted initiative, adapting over time to support Trellis’s broader mandate of providing holistic, year-round assistance to families in need.

Key Components of the Winter Breather Campaign

• Comprehensive Need Assessment: Trellis Society identified the critical needs of those most affected by higher costs during the cold winter months—such as the cost of heat and food—well in advance. This early identification allowed the organization to develop a targeted campaign that resonated with both donors and corporate sponsors. For instance, during the Winter Breather Campaign, it was found that vulnerable families were spending a disproportionate amount of their income on housing and utilities, leaving little room for essentials like food or for things that contribute to well-being, such as family gatherings or winter recreational activities. This detailed understanding of the community’s needs enabled a more targeted and impactful campaign.
  
  “It’s crucial to connect the needs of those we serve with the intentions of our donors and funders. A well-aligned campaign not only serves our mission but also resonates deeply with our supporters,” explained Clarke. “The campaign emphasizes celebrating every success along the way, no matter how minor. For example, during the Winter Breather Campaign, Trellis helped a single mother of three maintain her holiday traditions through timely support, demonstrating the power of minor successes in driving donor engagement.”                                                    
  
  Importantly, the campaign was designed to uphold the dignity and autonomy of Trellis’ program participants. Rather than providing traditional gift baskets or hampers, which can impose expectations on how families should celebrate the season, the Winter Breather Campaign offers families the agency and flexibility to manage their priorities. This approach acknowledges that each family’s experience, culture and needs are unique, giving them the freedom to navigate the season in a way that is most meaningful to them, without pressure to conform to external expectations.
  
  
• Recognizable Brand: In place for over a decade, the Winter Breather Campaign has evolved into a well-established, recognizable brand. Its consistent, intentional development over the years has strengthened its reach and impact. Trellis has built a campaign that resonates with its audience and partners, making it a trusted, dependable initiative year after year.
  
  
• Strategic Partnership Development: A standout feature of the Winter Breather Campaign is its strategic approach to cultivating corporate partnerships. Trellis Society successfully attracted sponsors whose values align with the campaign’s mission, offering opportunities for co-branding, employee engagement and positive public exposure. After years of support from founding partner, ENMAX, the partnership evolved to include leveraging matching funds from ENMAX for Giving Tuesday, with the program benefitting both from the matching component and from ENMAX’s co-promotion of the campaign across its channels and networks, which significantly amplified its reach and impact.
  
  Additionally, for the second year, Tru Earth has joined as a partner, and this year the company is generously contributing three months’ worth of laundry strips to reduce household expenses for families over the winter. Organizations looking to replicate this success can learn from Trellis’s approach by developing tailored sponsorship packages aligned with corporate social responsibility goals. They can also offer partners opportunities to engage in ways that extend beyond financial contributions, such as hosting donation drives or sponsoring specific services within the campaign, further multiplying overall impact.
  
  
• Community Engagement: Community engagement starts within the organization, and Trellis Society’s Winter Breather campaign is a prime example of how internal alignment can drive success. Each year, an internal Winter Breather staff committee is formed to oversee the distribution of funds to those in need within its programs. This committee serves as an ambassador for the campaign, engaging other staff in activities, including fundraising events like 50/50 draws and holiday ticket sales.
  
  

  “You can’t connect with the wider community if your own team isn’t fully invested in what you’re trying to achieve,” Clarke noted. “Internal engagement sets the stage for success. If you have internal engagement, you’re already off to the races.”                                                                                                                                                                                                           
  
  Once that foundation is laid, broader outreach becomes possible. By engaging staff at all levels, Trellis builds awareness, excitement and momentum that sets the stage for broader community outreach efforts. From there, the campaign expands outward, inspiring not just fundraising but a community movement—connecting with local businesses, schools and volunteers to amplify its reach and impact.
  
  

• Integrated Marketing and Communications: The Winter Breather Campaign also serves as a vehicle for raising awareness about broader systemic issues like housing, food and utility insecurity in Calgary. Through carefully crafted media outreach, dynamic social media efforts and community events, Trellis Society ensures widespread visibility, which not only drives public support but also enhances the value for sponsors by associating their brands with a well-regarded cause.
  
  
• Sustained Impact: The Winter Breather Campaign is not just a short-term solution; it’s a strategic effort designed to contribute to long-term change. While Winter Breather is a catalyst, it remains a sustained strategy for the organization. Funds raised often extend beyond immediate needs, supporting ongoing initiatives that help individuals and families break the cycle of poverty through mental health services, job training and affordable housing programs. This alignment with Trellis’s overarching mission ensures the campaign’s impact is both immediate and enduring, benefiting the community well beyond the winter season.

“That’s great,” you say, “Trellis got its plan squared away well before the patio loungers made their appearance, and I’ll follow suit next year, but what about now? Our plan is as undercooked as a blue-rare steak.” While the Winter Breather Campaign is a testament to what can be achieved with months of preparation, there are valuable lessons here for those who find themselves needing to plan on the fly.

Key Takeaways for Planning on the Fly

• Focus on Specific, Tangible Needs:

  Your fall campaign should do more than address immediate needs—it should set the stage for your organization’s strategic priorities in the coming year. Highlight key initiatives tied to long-term impact. For example, Trellis Society’s Winter Breather Campaign doesn’t just meet winter needs; it tackles utility poverty year-round, supporting vulnerable families sustainably.

  Ground your campaign in a strong business case aligned with your mission and future goals. This shows donors how their contributions drive tangible outcomes and broader, lasting impact. By connecting short-term support to long-term priorities, you create a more compelling and strategic campaign that resonates with your donors and aligns with their expectations.
  
  

• Leverage Existing Relationships and Secure Private Partners and Philanthropic Matching: Securing matching partners late in the game is tough but possible. Start by focusing on relationships within your existing network of supporters and philanthropists who share a passion for your campaign’s objectives. Explain how a matching gift can serve as a catalyst, encouraging other funders to contribute and reinforcing your organization’s strategic focus. Reach out to past supporters, emphasizing the mutual benefits of partnership and the positive, lasting impact of their support. While you might not secure a large matching investment this year, you can lay the groundwork for future collaboration.
  
  When approaching corporate prospects, emphasize the alignment between their business goals and your mission. With an increased focus on Environmental, Social and Governance (ESG) initiatives, many companies are looking to make meaningful social investments. Position your organization as a key player in their ESG efforts by highlighting how your work supports the ‘S’ (social) in ESG. By aligning their goals with your strategic priorities, you create a compelling partnership focused on long-term, sustainable impact.
  
  This approach fosters a shared vision and strategic partnership, rather than relying on transactional funding. By showing philanthropists and corporate partners the tangible impact of their contributions, you emphasize the role they play in driving systemic change and achieving broader goals. It’s also important to remember that private partnership isn’t just about financial contributions—it’s about building a collaborative relationship. This means you should think beyond just asking for money. Consider offering co-branding opportunities, employee engagement activities or public recognition that can provide value. For example, you could invite corporate partners to participate in volunteer activities, sponsor a special event, or feature their logo on your campaign materials.
  
  To boost the likelihood of securing a recurring private partner, ensure they feel prepared and equipped to collaborate effectively. Develop marketing toolkits that include messaging templates, social media graphics and talking points to make it easier for busy corporations to communicate their involvement and the impact of their support.
  
  

• Maximize Digital Outreach: In a time crunch, digital platforms may be the most effective tools for quickly mobilizing support. Use social media, email campaigns and peer-to-peer fundraising to reach a broad audience. Platforms like Facebook, Instagram and LinkedIn allow you to target different donor demographics with specific messaging. Craft a clear, urgent ask paired with compelling storytelling to drive engagement and capture attention.
  
  

  To make your outreach more effective, equip your supporters with a comprehensive toolkit. Provide them with everything they need to champion your cause, including customizable fundraising pages, social media templates, email scripts and regular prompts to keep the campaign top of mind. Fun, engaging activities like team-based fundraising challenges or sharing impactful stories can help motivate your supporters and keep their networks engaged. By empowering your supporters with these tools and activities, you expand your campaign’s reach and inspire broader participation, attracting new donors and strengthening existing relationships.
  
  

• Engage Your Community Creatively: Even without extensive planning, you can rally community support with innovative engagement strategies. Virtual events, themed giving days, volunteer opportunities, and matching gift challenges can generate excitement and a sense of urgency. Engage your entire organization in the campaign—from board members to volunteers—to maximize impact. Encourage creativity and innovation in donor engagement, fostering a culture of philanthropy in which everyone feels responsible for the campaign’s success.

Reflect, Refine, and Ready Yourself for Next Year

As you enter the execution phase of your campaign, flexibility and adaptability are your greatest assets. Monitor your campaign’s performance closely and be prepared to pivot when necessary. Amplify what’s working and don’t hesitate to shift gears if a strategy isn’t gaining traction.

“We’ve had years where we tried to help with too many things, only to realize we were stretching ourselves too thin. It made everything more complicated and less effective,” said Clarke. “We learned to focus back on the campaign’s core mission—supporting basic needs for those already housed. This shift allowed us to create a more impactful campaign by focusing on what we do best.”

Key metrics such as audience engagement and giving by constituents should be at the forefront of your monitoring. Track email open rates, social media interactions and donation patterns to understand what resonates with your audience. Use this data to make informed decisions on where to focus your efforts. For instance, if a personal story in an email led to a spike in donations, replicate that success with similar messaging.

After the campaign, take time to analyze what worked and what didn’t. This reflection is critical for setting yourself up for better planning next year, ideally starting well in advance. Identifying impactful elements, such as Trellis’ corporate partnership that provided a $50,000 gift, is crucial for replicating success in future campaigns.

Sustaining funder engagement after the campaign is as vital as the campaign itself. Remember, your relationship with funders doesn’t end when the campaign does. Continue to engage them with updates, thank-yous and opportunities to stay involved with your mission. This ongoing engagement sustains momentum and sets the stage for future campaigns.

As you dive into this harried season, recognize that this moment is not just about meeting immediate goals, but about turning urgency into opportunity and laying the groundwork for the future. Seize the moment to rally your team and inspire your supporters with a vision that extends beyond the campaign.

Start thinking ahead to next year, aiming to tackle planning before the clocks spring ahead in 2025. Early planning positions your organization to thrive next season. Imagine having the peace of mind to linger a little longer on the beach next summer or enjoying end-of-season al fresco dinners without the stress of last-minute campaign planning. The work you do now will not only achieve short-term goals but also pave the way for a more relaxed and successful return to the rush next fall.