By Jay Holloway, Managing Director, Holloway Media Group
The day after Labor Day always feels like a reset button. Summer winds down, schools are back in session, and leaders of small businesses and nonprofit organizations begin to focus on one of the most pivotal stretches of the year—the fourth quarter (Q4).
This season is about balance: meeting immediate revenue or fundraising demands while also preparing for a strong start in 2026. For many, it’s the busiest—and most consequential—time of the year. The right consulting support can help you optimize results now while laying a sustainable foundation for growth.
At Holloway Media Group (HMG), we see four critical areas where Q4 consulting makes the greatest impact:
- Maximizing year-end revenue and fundraising
- Developing a media strategy that cuts through the noise
- Finalizing strategic plans and budgets
- Investing in staff training and development
In this first article of our fall series, let’s start with revenue and fundraising—because cash flow is the lifeblood of both small businesses and nonprofits.
Small Businesses: Boosting Year-End Revenue
Research shows that more than 30% of annual retail sales occur during Q4 (National Retail Federation), and for service-based businesses, strong Q4 performance often dictates momentum heading into the new year. Here are three evidence-based strategies to maximize impact:
- Audit your customer pipeline now. McKinsey research highlights that businesses with strong data-driven insights see up to 20% higher customer acquisition rates. A consultant can help review your pipeline, analyze patterns, and identify “warm” prospects likely to close before year-end.
- Create urgency with limited-time offers. Behavioral economics studies show that scarcity and urgency can increase sales conversion rates by up to 35%. Consultants can design campaigns tailored to your target audience to ensure these promotions resonate.
- Leverage partnerships. According to Harvard Business Review, companies that engage in cross-promotions and partnerships often see revenue boosts of 10–15% in the final quarter. A consultant can help you identify strategic partners and co-brand campaigns.
Nonprofits: Year-End Fundraising Strategies
For nonprofits, the year-end window is even more critical: nearly 30% of annual giving happens in December, with 10% occurring in the last three days of the year (Network for Good). The right consulting support can maximize both short-term fundraising and long-term donor loyalty.
- Segment your donors. Data from the Lilly Family School of Philanthropy confirms that segmented campaigns yield higher returns than one-size-fits-all appeals. Consultants can help design messaging that speaks differently to new donors, major donors, and recurring givers.
- Tell impact-driven stories. Nonprofits that highlight tangible outcomes raise significantly more than those that only emphasize need. Research shows that donors are more motivated when they see the human impact of their contributions. Consultants with storytelling expertise can help craft powerful narratives.
- Optimize digital channels. Nearly 54% of donors prefer to give online (Nonprofit Tech for Good). A consultant can review your website, social media, and email campaigns to ensure they’re mobile-optimized and donation-ready.
Setting Up for 2026
Q4 shouldn’t just be about the sprint to December 31. It’s also the perfect moment to:
- Review what worked and what didn’t in 2025.
- Build actionable budgets and strategic plans for 2026.
- Invest in staff development so your team is better equipped for the year ahead.
Over the next few weeks, I’ll be sharing more strategies in each of these areas—media strategy, strategic planning, and organizational effectiveness—to help small businesses and nonprofits thrive.
For now, the focus is clear: year-end performance matters, but preparation for the year ahead matters even more. With the right consulting partnership, you can accomplish both.
Jay Holloway is Managing Director of Holloway Media Group (HMG). HMG provides consulting services in strategic planning, communications, media development, and organizational learning to help businesses and nonprofits achieve sustainable growth.