[{"data":1,"prerenderedAt":-1},["ShallowReactive",2],{"blog-your-year-end-campaign-starts-in-september-not-december":3,"blog-recommendation-list-your-year-end-campaign-starts-in-september-not-december":224},{"id":4,"uid":5,"url":6,"type":7,"href":8,"tags":9,"first_publication_date":11,"last_publication_date":11,"slugs":12,"linked_documents":13,"lang":14,"alternate_languages":15,"data":16},"amjCtxEAACcADAtz","your-year-end-campaign-starts-in-september-not-december","\u002Fblog\u002Fyour-year-end-campaign-starts-in-september-not-december","blog","https:\u002F\u002Fcpadvertising.cdn.prismic.io\u002Fapi\u002Fv2\u002Fdocuments\u002Fsearch?ref=antOthMAACcA_F2S&q=%5B%5B%3Ad+%3D+at%28document.id%2C+%22amjCtxEAACcADAtz%22%29+%5D%5D",[10],"Marketing Strategy","2026-08-04T16:04:25+0000",[5],[],"en-us",[],{"published_date":17,"slices":18,"meta_title":27,"meta_description":223},"2026-08-04",[19,56,217],{"variation":20,"version":21,"items":22,"primary":23,"id":54,"slice_type":55,"slice_label":40},"default","initial",[],{"hero_title":24,"hero_description":30,"hero_image":35,"byline":48,"background_color":53,"published_date":17},[25],{"type":26,"text":27,"spans":28,"direction":29},"heading1","Your Year-End Campaign Starts in September, Not December",[],"ltr",[31],{"type":32,"text":33,"spans":34,"direction":29},"heading4","The fall timeline that decides your December results.",[],{"dimensions":36,"alt":39,"copyright":40,"url":41,"id":42,"edit":43},{"width":37,"height":38},1600,900,"Runway",null,"https:\u002F\u002Fimages.prismic.io\u002Fcpadvertising\u002F5F7l4J0WrXdIa6Qs_kim_r_hunter-airport-6352213_1280.jpg?auto=format,compress&rect=0,67,1280,720&w=1600&h=900","5F7l4J0WrXdIa6Qs",{"x":44,"y":45,"zoom":46,"background":47},0,67,1,"transparent",[49],{"type":50,"text":51,"spans":52,"direction":29},"paragraph","CP Advertising",[],"#A1BCCC","hero_banner$b2e1f908-a1b9-4207-a376-0f03274dc2b0","hero_banner",{"variation":57,"version":21,"items":58,"primary":59,"id":215,"slice_type":216,"slice_label":40},"largeCapitalParagraph",[],{"paragraph":60,"padding_top":214,"padding_bottom":214},[61,64,80,83,86,89,97,100,103,109,114,118,123,126,129,132,139,142,150,153,156,159,167,170,173,176,179,182,195,198,201,204],{"type":50,"text":62,"spans":63,"direction":29},"Ask a nonprofit marketing director when the year-end campaign starts and you will usually get a date in November. Ask the finance director when the year is actually decided and you will get a different answer.",[],{"type":50,"text":65,"spans":66,"direction":29},"\nThe 2026 M+R Benchmarks study found nonprofits took in 37% of their 2025 online revenue during December, with the last day of the year accounting for 4% on its own. That share ran high because Giving Tuesday landed in December last year, and it will again this year. Look wider and the pattern holds anyway. Blackbaud Institute, drawing on roughly 7,500 organizations and every revenue type rather than online alone, put 36.1% of annual giving in the fourth quarter, with about 18% of it in December.",[67,75],{"start":68,"end":69,"type":70,"data":71},5,30,"hyperlink",{"link_type":72,"url":73,"target":74},"Web","https:\u002F\u002Fmrbenchmarks.com\u002Ffundraising\u002F","_blank",{"start":76,"end":77,"type":70,"data":78},309,328,{"link_type":72,"url":79,"target":74},"https:\u002F\u002Finstitute.blackbaud.com\u002Fresources\u002F2025-trends-in-giving",{"type":50,"text":81,"spans":82,"direction":29},"\nHere is the part that gets missed. A December number is not built in December. It is built in September and October, in the weeks when nobody is asking for anything yet.",[],{"type":32,"text":84,"spans":85,"direction":29},"\nWhy most year-end campaigns start too late",[],{"type":50,"text":87,"spans":88,"direction":29},"\nMost organizations know December matters. The problem is what gets skipped on the way there. The appeal goes out the week after Thanksgiving, a reminder goes out Dec. 30, and the months that were supposed to make those two emails land got spent on something else.",[],{"type":50,"text":90,"spans":91,"direction":29},"\nThat gap costs more than it looks like it should, because the list does not hold still while you wait. M+R found 4% of nonprofit email subscribers became unreachable through bounces last year and another 12% unsubscribed, even as the average list finished the year 5% larger. Read those together and the picture is churn, not decline. Roughly a sixth of the list walked out while a larger share walked in. The people opening your appeal this December are substantially not the people who opened it last December, and a good many of them have never heard from you about anything but money.",[92],{"start":93,"end":94,"type":70,"data":95},104,113,{"link_type":72,"url":96,"target":74},"https:\u002F\u002Fmrbenchmarks.com\u002Femail-messaging\u002F",{"type":50,"text":98,"spans":99,"direction":29},"\nThe fix is not to start earlier and do the same thing for longer. It is to recognize that fall hands you three distinct moments, and each one is suited to a different channel.",[],{"type":32,"text":101,"spans":102,"direction":29},"\nThe fall timeline, at a glance",[],{"type":50,"text":104,"spans":105,"direction":29},"\nSeptember: reintroduce. Email, because inboxes come back to life after summer and nobody has asked for anything yet.",[106],{"start":46,"end":107,"type":108},24,"strong",{"type":50,"text":110,"spans":111,"direction":29},"\nOctober: earn belief. Branded content, because the pace slows and long stories finally get read.",[112],{"start":46,"end":113,"type":108},22,{"type":50,"text":115,"spans":116,"direction":29},"\nNovember: stay present. Display and native, so you are familiar when the appeal arrives.",[117],{"start":46,"end":107,"type":108},{"type":50,"text":119,"spans":120,"direction":29},"\nDecember: ask. The month the sequence was built for.",[121],{"start":46,"end":122,"type":108},15,{"type":50,"text":124,"spans":125,"direction":29},"\nMost fall plans collapse those four jobs into one loud push, then judge the whole year by how the push performed. The push is not the program. It is the last quarter of it. Here is what each stage is actually for.",[],{"type":32,"text":127,"spans":128,"direction":29},"\nSeptember: reintroduce yourself by email",[],{"type":50,"text":130,"spans":131,"direction":29},"\nAttention is seasonal, and summer is the trough. Anyone who has watched their own sends through July knows the shape of it: people are traveling, the routine is loose and the inbox is somebody else's problem until they get back. Then Labor Day passes, the calendar tightens and the inbox becomes a place where people actually work again.",[],{"type":50,"text":133,"spans":134,"direction":29},"\nThat reentry is the single best moment all year to reintroduce yourself, and it is worth spending on something other than an ask. It is worth remembering how thin the margins are on the ask itself. M+R put the average click-through rate on a nonprofit fundraising email at 0.59% last year, with a response rate of 0.05%. Roughly one subscriber in 2,000 acts. An appeal is not a persuasion tool. It is a collection mechanism, and it only collects what the preceding months built.",[135],{"start":136,"end":137,"type":70,"data":138},199,206,{"link_type":72,"url":96,"target":74},{"type":50,"text":140,"spans":141,"direction":29},"\nSo use September to close the information gap. A health share ministry can explain how members actually carry one another's costs, which is the question every prospective member has and no banner ad has ever answered. An advocacy group can report what the past year of work produced. A missions organization can introduce the specific field where the fall's stories will come from. None of it asks for money. All of it makes the December ask legible.",[],{"type":50,"text":143,"spans":144,"direction":29},"\nIf you want a frame for the tone, our post on what your e-blast's personality communicates is a useful check before you send.",[145],{"start":146,"end":147,"type":70,"data":148},47,91,{"link_type":72,"url":149,"target":74},"https:\u002F\u002Fadvertising.christianpost.com\u002Fblog\u002Fyour-e-blast-has-a-personality.-is-it-a-friend-an-advisor-or-a-pamphlet",{"type":32,"text":151,"spans":152,"direction":29},"\nOctober: earn belief with branded content",[],{"type":50,"text":154,"spans":155,"direction":29},"\nSomething happens to reading habits when the days get shorter. The calendar settles, the year's structure locks in and people become willing to sit with something longer than a headline. October is when a 900-word story about your work will actually get read start to finish, which is not true in July and will not be true again until spring.",[],{"type":50,"text":157,"spans":158,"direction":29},"\nThat matters most for organizations whose case is complicated. Persecution relief, health cost sharing, values-aligned investing, international development: these are not impulse categories. They ask someone to reroute money they already had plans for, on the strength of believing something. Belief is built by narrative, not by frequency. A story about one family, one congregation, one portfolio decision does work that no amount of impressions will do.",[],{"type":50,"text":160,"spans":161,"direction":29},"\nThis is also the deadline nobody writes down. You cannot build trust in December. December is when trust gets spent. Whatever conviction your December appeal draws on has to exist in the reader before the appeal arrives, and October is your last unhurried chance to put it there. Our full process for building branded content walks through how that gets made.",[162],{"start":163,"end":164,"type":70,"data":165},285,326,{"link_type":72,"url":166,"target":74},"https:\u002F\u002Fadvertising.christianpost.com\u002Fblog\u002Fhow-we-build-branded-content-that-actually-lands-our-full-process",{"type":32,"text":168,"spans":169,"direction":29},"\nNovember and December: stay present, then ask",[],{"type":50,"text":171,"spans":172,"direction":29},"\nBy late fall the work shifts from persuasion to persistence. Display and native placements are not the channel that changes anyone's mind, and they are not supposed to be. Their job is to keep you familiar in the gap between the story someone read in October and the appeal that lands the week after Thanksgiving, so the ask arrives from a name that has stayed in view rather than one that reappears with its hand out.",[],{"type":50,"text":174,"spans":175,"direction":29},"\nThen December does what December does. The concentration is extreme and it is not spread evenly, so the sequencing that came before is what determines whether you catch it or watch it.",[],{"type":32,"text":177,"spans":178,"direction":29},"\nWhy the sequence usually breaks down",[],{"type":50,"text":180,"spans":181,"direction":29},"\nA sequence only works if the same people move through all of it. That is the part most fall plans underestimate. Organizations buy email from one vendor, content from an agency and display from a network, then discover in January that they did not run one program in four stages. They ran three unrelated campaigns against three different audiences, and nobody who read the October story ever saw the December appeal.",[],{"type":50,"text":183,"spans":184,"direction":29},"\nThis is also why running a fall program through a single trusted environment tends to outperform a wider media buy that reaches more people once. At The Christian Post, the newsletter subscriber who meets your organization in September is inside the same audience that reads your branded content in October and sees your placements through the giving window, which means each stage compounds on the one before it instead of starting over. The strategy above is the work. Whether one audience carries it end to end is what decides if the work adds up.",[185,190],{"start":186,"end":187,"type":70,"data":188},256,264,{"link_type":72,"url":189,"target":74},"https:\u002F\u002Fadvertising.christianpost.com\u002Faudience-and-insights",{"start":191,"end":192,"type":70,"data":193},281,296,{"link_type":72,"url":194,"target":74},"https:\u002F\u002Fadvertising.christianpost.com\u002Fproducts\u002Fbranded-content",{"type":32,"text":196,"spans":197,"direction":29},"\nThe takeaway: what to do this week",[],{"type":50,"text":199,"spans":200,"direction":29},"\nDecember will still be the month that makes your year. What you control is how much groundwork the ask gets to stand on when it arrives. Give September to reintroduction, October to the story, November to staying visible, and December stops being a gamble on a single send.",[],{"type":50,"text":202,"spans":203,"direction":29},"\nThe organizations that finish strong in December are rarely the ones who worked hardest in December. They are the ones who started in September and never made a stranger read an appeal.",[],{"type":50,"text":205,"spans":206,"direction":29},"\nPlanning your fall program now? We have built multichannel fall and year-end campaigns alongside mission-driven organizations including Voice of the Martyrs and World Vision, shaping the channel mix around the story each one needed to tell. Let's map yours before September gets here.",[207,209,210],{"start":46,"end":163,"type":208},"em",{"start":46,"end":163,"type":108},{"start":211,"end":163,"type":70,"data":212},242,{"link_type":72,"url":213,"target":74},"#contact",40,"plain_paragraph$da7f30fc-5098-4b7b-98e6-d4adb5bac732","plain_paragraph",{"variation":20,"version":21,"items":218,"primary":219,"id":221,"slice_type":222,"slice_label":40},[],{"blog_content_order":220,"blog_uid_1":40,"blog_uid_2":40,"blog_uid_3":40},"Ordered by Latest Published Date (Automatic)","more_blogs_panel$68117006-3265-49b9-85ce-e9dbc9318848","more_blogs_panel","Wondering when to start your year-end campaign? September. Here is the fall timeline for mission-driven organizations, channel by channel.",{"page":46,"results_per_page":225,"results_size":225,"total_results_size":226,"total_pages":69,"next_page":227,"prev_page":40,"results":228,"version":319,"license":320},3,90,"https:\u002F\u002Fcpadvertising.cdn.prismic.io\u002Fapi\u002Fv2\u002Fdocuments\u002Fsearch?ref=antOthMAACcA_F2S&q=%5B%5Bnot%28my.blog.uid%2C+%22your-year-end-campaign-starts-in-september-not-december%22%29%5D%5D&q=%5B%5Bat%28document.type%2C+%22blog%22%29%5D%5D&orderings=%5Bdocument.first_publication_date+desc%5D&page=2&pageSize=3&graphQuery=%7B%0A++++++++blog+%7B%0A++++++++++++meta_title%0A++++++++++++meta_description%0A++++++++++++published_date%0A++++++++++++slices+%7B%0A++++++++++++...+on+hero_banner+%7B%0A++++++++++++++++variation+%7B%0A++++++++++++++++...+on+default+%7B%0A++++++++++++++++++++primary+%7B%0A++++++++++++++++++++published_date%0A++++++++++++++++++++hero_title%0A++++++++++++++++++++hero_image%0A++++++++++++++++++++%7D%0A++++++++++++++++%7D%0A++++++++++++++++%7D%0A++++++++++++%7D%0A++++++++++++%7D%0A++++++++%7D%0A++++++%7D",[229,258,289],{"id":230,"uid":231,"url":232,"type":7,"href":233,"tags":234,"first_publication_date":236,"last_publication_date":236,"slugs":237,"linked_documents":238,"lang":14,"alternate_languages":239,"data":240},"anINExIAACwA_AiM","branded-content-for-faith-based-audiences-seven-tests-before-you-publish","\u002Fblog\u002Fbranded-content-for-faith-based-audiences-seven-tests-before-you-publish","https:\u002F\u002Fcpadvertising.cdn.prismic.io\u002Fapi\u002Fv2\u002Fdocuments\u002Fsearch?ref=antOthMAACcA_F2S&q=%5B%5B%3Ad+%3D+at%28document.id%2C+%22anINExIAACwA_AiM%22%29+%5D%5D",[235],"Content & Influencer Insights","2026-08-11T16:32:53+0000",[231],[],[],{"published_date":241,"slices":242,"meta_title":248,"meta_description":257},"2026-08-11",[243],{"variation":20,"version":21,"items":244,"primary":245,"id":256,"slice_type":55,"slice_label":40},[],{"hero_title":246,"hero_image":250,"published_date":241},[247],{"type":26,"text":248,"spans":249,"direction":29},"Branded Content for Faith-Based Audiences: Seven Tests Before You Publish",[],{"dimensions":251,"alt":252,"copyright":40,"url":253,"id":254,"edit":255},{"width":37,"height":38},"Reading glasses on a newspaper","https:\u002F\u002Fimages.prismic.io\u002Fcpadvertising\u002Fqv4QjprtNd1bm3my_stevepb-newspaper-412441_1280.jpg?auto=format,compress&rect=0,67,1280,720&w=1600&h=900","qv4QjprtNd1bm3my",{"x":44,"y":45,"zoom":46,"background":47},"hero_banner$c892b9b0-93d1-40f8-b9e9-ddd9a5cf4c9e","Seven tests for branded content aimed at faith-based audiences, built on donor trust data, disclosure standards and sourcing discipline that holds up.",{"id":259,"uid":260,"url":261,"type":7,"href":262,"tags":263,"first_publication_date":265,"last_publication_date":265,"slugs":266,"linked_documents":267,"lang":14,"alternate_languages":268,"data":269},"al--IRIAAC0A0nKy","values-aligned-doesnt-mean-risk-free-navigating-brand-safety","\u002Fblog\u002Fvalues-aligned-doesnt-mean-risk-free-navigating-brand-safety","https:\u002F\u002Fcpadvertising.cdn.prismic.io\u002Fapi\u002Fv2\u002Fdocuments\u002Fsearch?ref=antOthMAACcA_F2S&q=%5B%5B%3Ad+%3D+at%28document.id%2C+%22al--IRIAAC0A0nKy%22%29+%5D%5D",[264],"Advertising & Media","2026-07-27T16:09:08+0000",[260],[],[],{"published_date":270,"slices":271,"meta_title":277,"meta_description":288},"2026-07-28",[272],{"variation":20,"version":21,"items":273,"primary":274,"id":287,"slice_type":55,"slice_label":40},[],{"hero_title":275,"hero_image":279,"published_date":286},[276],{"type":26,"text":277,"spans":278,"direction":29},"Values-Aligned Doesn't Mean Risk-Free: Navigating Brand Safety",[],{"dimensions":280,"alt":281,"copyright":40,"url":282,"id":283,"edit":284},{"width":37,"height":38},"Crooked water glass.","https:\u002F\u002Fimages.prismic.io\u002Fcpadvertising\u002FWB2GU4V6SM7IS1H2_iamnotperfect-water-2315559_1920.jpg?auto=format,compress&rect=0,96,1920,1080&w=1600&h=900","WB2GU4V6SM7IS1H2",{"x":44,"y":285,"zoom":46,"background":47},96,"2026-07-27","hero_banner$367f971e-31a2-41d1-bd39-14a95d4651e1","Values alignment doesn't guarantee brand safety. Here's a practical audit for faith-driven marketers to control where their ads actually appear.",{"id":290,"uid":291,"url":292,"type":7,"href":293,"tags":294,"first_publication_date":296,"last_publication_date":296,"slugs":297,"linked_documents":298,"lang":14,"alternate_languages":299,"data":300},"alZJ6hIAACgAwnBA","what-faith-based-marketers-should-automate-and-what-they-shouldnt","\u002Fblog\u002Fwhat-faith-based-marketers-should-automate-and-what-they-shouldnt","https:\u002F\u002Fcpadvertising.cdn.prismic.io\u002Fapi\u002Fv2\u002Fdocuments\u002Fsearch?ref=antOthMAACcA_F2S&q=%5B%5B%3Ad+%3D+at%28document.id%2C+%22alZJ6hIAACgAwnBA%22%29+%5D%5D",[295],"AI & Technology","2026-07-21T14:38:23+0000",[291],[],[],{"published_date":301,"slices":302,"meta_title":308,"meta_description":318},"2026-07-21",[303],{"variation":20,"version":21,"items":304,"primary":305,"id":317,"slice_type":55,"slice_label":40},[],{"hero_title":306,"hero_image":310,"published_date":301},[307],{"type":26,"text":308,"spans":309,"direction":29},"What Faith-Based Marketers Should Automate (And What They Shouldn't)",[],{"dimensions":311,"alt":312,"copyright":40,"url":313,"id":314,"edit":315},{"width":37,"height":38},"Sorting pearls. ","https:\u002F\u002Fimages.prismic.io\u002Fcpadvertising\u002FYI_uICNbcCiE-e9R_tho-ge-vietnam-4870120_1920.jpg?auto=format,compress&rect=0,100,1920,1080&w=1600&h=900","YI_uICNbcCiE-e9R",{"x":44,"y":316,"zoom":46,"background":47},100,"hero_banner$ca9b9ce1-98b1-4796-a8bc-3bed106385b7","AI adoption is settled. The real question for faith-based marketers is what to automate and what must stay human. A sorting framework for ministry and brand teams.","3f9f504","All Rights Reserved"]