Prepare Now for Year‑End Giving – Part II

# Why prepare now

David Mersky frames year‑end giving as the single most intense season in most development calendars. He notes that more than 30% of annual revenue often occurs in December. That concentration of income makes advance work essential: when so much depends on one month, small delays compound into missed opportunities.

# What this piece adds

This is Part II of a short series. It assumes you already understand the general need to plan and reinforces it by sharing additional, actionable guidance. The author reiterates the time sensitivity: thinking and doing in September and October prevents panicked work in November and December.

# The case for early planning

When a large share of revenue sits in a single month, the calendar itself becomes a constraint. Holidays, travel schedules, and compressed weeks make late‑season outreach less effective. Mersky's message: move tasks earlier so you control quality and timing, not the calendar.

The article follows up on five preparatory items presented earlier in the series. Rather than introduce new theory, it pushes readers to convert planning into concrete tasks now. The emphasis is on scheduling, list work, and getting campaign elements in place before the busiest weeks arrive.

# How teams should use this brief

# Next steps suggested by the piece

• Revisit your campaign timeline and move finalization milestones earlier.
• Prioritize audience and list segmentation work so appeals reach the right donors on time.
• Finalize messaging and creative assets ahead of the holiday rush.

Implementing these steps now reduces friction during December and improves the chance that your appeals are noticed and acted on.

# Bottom line

The author's core recommendation is simple: prepare now. Because a disproportionate share of giving happens in a short period, shifting tasks earlier preserves quality, timing, and donor attention. The article builds on earlier guidance and reinforces a practical, time‑sensitive approach to year‑end fundraising.