Wrapping Up Year-End Tax Appeals: Smart Ways to Close the Gap
As the financial year draws to a close in just four days, many Australian charities are in the final sprint of their year-end tax appeals. It’s a crucial window—tax-deductible giving incentives, donor urgency, and seasonal generosity converge to drive results. But what happens if year-end tax appeals have not met their targets? How can your organisation wrap up its appeal effectively while closing the gap between its goal and actual income?
Here are some practical and timely strategies to make the most of the final days—and set yourself up for a strong finish.
Send a Final Reminder (or Two)
Don’t underestimate the power of a well-crafted final appeal. In the last 72 hours of June, many donors make their giving decisions—especially when prompted. Send:
- A final email appeal with a bold subject line and a direct call to action.
- A targeted SMS reminder linking to your donation page—short, timely, and effective.
- A follow-up to non-responders with a message like “There’s still time!”
Make the message urgent but positive: “You can still make a difference—and claim a tax deduction before June 30.”
Highlight the Gap and the Impact
Be transparent: if you’re behind target, say so. Donors often respond well to clear goals and a sense of shared purpose. Use language like:
- “We’re 85% of the way there. Your gift now can help close the gap.”
- “Just $15,000 left to raise by June 30. Will you help us get there?”
Include a tangible outcome their gift will support—people give to people, not percentages.
Engage Your Warmest Supporters
Now’s the time to activate your most loyal donors and volunteers:
- Major donors: Make one-on-one calls or send personal emails asking them to consider an additional gift.
- Recurring givers: Invite them to make a one-time tax-time contribution.
- Board members and ambassadors: Ask them to share your appeal personally on social media or via email.
Use Matched Giving (If Available)
If you have a donor or partner willing to match gifts, this can be a powerful motivator:
- Promote the match on every channel with urgency.
- Emphasise: “Your gift will be doubled if received before June 30!”
Even a modest match can drive conversions and larger average gifts.
Optimise the Year-End Tax Appeals Donation Experience
Review your online giving form to make sure:
- It’s mobile-friendly.
- It has pre-set gift amounts (with one marked as “most popular”).
- There’s minimal friction—no unnecessary fields, no distractions.
- Tax receipts are immediate and clear.
A smooth donation experience can significantly boost last-minute giving.
Say Thank You—Fast and Meaningfully
Even in a rush to hit targets, gratitude is non-negotiable. Donors who give during tax time should:
- Receive a warm, timely thank-you email and tax receipt.
- Be acknowledged on social media or via personalised video messages if possible.
- Hear from you again post-June 30 with an impact update and further thanks.
This strengthens donor relationships and boosts retention for next year.
Year-end tax appeals are not just about closing the books—they’re about building trust, urgency, and momentum. Even if you’re behind, a few focused efforts in the final days can close fundraising gaps, exceed expectations, and deepen your connection with supporters. Finish strong—you’ve got this.
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