Should My Nonprofit Send a Spring Fundraising Appeal?
Spring appeals aren’t a one-size-fits-all strategy. But for many nonprofits, a well-crafted spring message can serve as a powerful reminder to supporters that your work is active, urgent, and worthy of their continued investment—even in the "off-season" of giving.
If your year-end campaign just wrapped and you’re wondering whether your audience is ready for another ask, here are a few questions to guide your thinking.
1. What does your fundraising calendar look like?
Your appeal should fit into a bigger picture. Consider your full year of development activity. Do you have an event coming up? A capital campaign on the horizon? A Give to the Max Day or Giving Tuesday push in the fall? If spring is a relatively quiet time, a short and strategic campaign might be the right move to keep momentum going.
Tip: Spring appeals don’t have to be long or complicated. A focused message with a strong call to action can perform just as well—sometimes better—than a four-page letter.
2. Is your donor base ready?
Some donors give once a year. Others will respond to multiple appeals if the message is relevant, and the timing is right. Look at your data. Have you thanked recent donors and given them an update since their last gift? Are there lapsed donors who haven’t heard from you in a while?
Tip: Be a good steward and don't go in "cold." If you haven't communicated with donors since your end-of-year campaign, a spring fundraising appeal may not be well-received. Make sure your donor communications calendar includes more than just requests for support!
3. Do you have a story to tell?
Spring is a natural time to reflect on growth, renewal, and progress. Do you have a compelling example of impact from the first few months of the year? A milestone worth celebrating? A story that shows your mission in motion?
Your messaging doesn’t need to be overly polished—but it should connect emotionally, answer “why now?” and invite your audience to help you keep the momentum going.
4. What are your goals beyond dollars?
Not every appeal is purely about raising money. Sometimes, a spring campaign can:
Re-engage lapsed donors
Encourage monthly giving
Highlight a lesser-known program or initiative
Bring new people into your community
Just make sure your call to action is clear—don’t bury the ask in an update.
Messaging Considerations for Spring
If you decide to move forward with a spring appeal, think about framing your message around:
Renewal – “As the season changes, we’re reminded of what’s possible when people come together to invest in change.”
Progress – “You helped us launch [program] at the end of last year—here’s how it’s going and what’s ahead.”
Urgency with Optimism – “We’re already seeing rising demand for our services this year. With your help, we can meet this moment and keep building.”
Voice of the Community – Share a client, partner, or staff perspective to help bring your work to life.
Seasonal Relevance – Consider connecting your message to an awareness month or observance that aligns with your mission. For example, if your work touches on behavioral health or trauma-informed care, May’s Mental Health Awareness Month could provide meaningful context for your appeal—and a natural reason to reach out.
A spring appeal doesn’t have to be big, but it should be intentional. If you have something meaningful to say and a clear reason to invite support, your donors will appreciate hearing from you, especially when the message honors their role in your mission.
Need help mapping your annual fundraising calendar or crafting a message that resonates? We’d love to talk.