With just a few weeks left in the year, there’s still time for your church to activate a successful year-end giving strategy. And this year, a few unique factors are working in your organization’s favor.
In 2023, both Christmas Eve and New Year’s Eve fall on a Sunday. On these special Sundays, churches are likely to see more people in attendance than on an average Sunday.
According to research, 48% of Protestant pastors say their most attended Christmas event is Christmas Eve. A large Christmas Eve audience, both in-person and online, can draw more donations for many churches.
Similarly, Dec. 31 is known in fundraising circles as the most critical giving day of the year — for reasons including the annual deadline for tax-deductible contributions and year-end giving.
With New Year’s Eve falling on a Sunday this year, this creates yet another opportunity to help position your organization to end the year strong.
With all these factors working in your favor, here are three keys to a successful year-end giving strategy.
Key #1: Say “thank you” to those who give
People feel more generous when they feel appreciated, according to research. Members and supporters who receive a “thank you” from your church for their giving will likely give more in the future.
Thanking your donors meaningfully encourages them to continue enthusiastically giving. So before making that year-end request, thank your donors for all they’ve contributed throughout the year. The end of the year is a perfect time to highlight all you have accomplished that year thanks to your givers’ generosity.
Key #2: Speak to gift impact
The holiday season presents a fantastic opportunity for pastors and faith leaders to tell a meaningful story. This is the time to talk about the tangible impact your donors’ gifts have made throughout the year. Provide examples of how donor dollars were spent.
It’s also a wonderful time to cast a vision for the year ahead about how giving will change a life, a family, their communities, and beyond. When people know their gifts are truly making a direct impact on a situation, program, ministry, and more, they feel empowered and more connected.
It’s always helpful to let your congregation know as often as possible and in as many formats — from the pulpit, via a brief demonstration video, via an email or text, and on social media — that their everyday giving makes a difference.
Key #3: Make the year-end giving ask
There are some faith donors who may be encouraged to give by knowing the impact of their donations. And there are others who view giving as more spiritual than transactional. And some may fall into both categories.
According to the 2022 Giving in Faith report, pastors and faith leaders confirmed that driving engagement and nurturing community are key to inspiring generosity and cultivating giving.
Pastors who build community, deliver impactful sermons, and make givers feel welcome — all components of the worship experience — encourage generous giving, the report says.
Because you have laid the groundwork and have nurtured giving all year long, make the year-end ask, and let the generosity of your members, guests, and online worshippers surprise you.
Share with your members that with Givelify’s mobile app, they can give any amount instantly and securely from anywhere and at any time — even if they are traveling for the holidays.
Whether it’s during worship or on the go afterward, from your website or ours, or even on social media, Givelify eliminates the barriers to consistent giving.
Wishing you year-end giving success
We hope these keys to a successful year-end giving strategy provide inspiration to help your place of worship exceed your annual fundraising goals as you continue to provide spiritual guidance and champion your communities.
We wish you happy holidays and a joyful, safe New Year!
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