Church Executive MAXIMIZING YEAR-END GIVING | Page 6

ideas for year-end giving that
inspires year-long giving
By Valerie Russell
Every year on December 31, the lines for thrift store drop-offs
almost rival the lines of Black Friday that occurred just a few
weeks prior. Huge spurts of giving and donating in December are
the result of the fiscal year coming to a close and holiday cheer
inspiring generosity.
This makes the year’s end an ideal time to call your church into a
season of extraordinary giving.
The additional end-of-year gifts are vital to help churches close
the gap where giving doesn’t match budget expectations, and this
abundance of generosity can happen throughout the year! Of course,
coming up with ideas to get everyone involved is easily overlooked
with other activities demanding attention.
Instead of only hoping the holidays stir your congregation to give
more, here are four ways you can focus everyone towards year-end
generosity that leads to year-long giving.
#1: Bless a campaign abundantly
Challenge your congregation to multiply their collective impact of
giving by funneling all of your December generosity to one campaign
that serves the needs of your neighborhood.
An easy way to do this is by using a text or online giving solution
that lets you pick a keyword. You could use “Christmas Challenge,” for
instance, which would designate any gifts given before year-end to the
chosen fund.
Make sure to revisit the ongoing campaign throughout the year by
encouraging your congregation to volunteer additional time, treasure,
or talent. Regularly update your church about the impact their
combined year-end giving created.
#2: Start a year-long campaign
When asking churches if they have special projects on their
“Dream” list, you’re guaranteed to hear an emphatic “Oh yes!”
Whether it’s for new carpeting or better equipment, there’s plenty
that demands attention.
If there’s a particular project your church would like to start, there’s no
better time to launch than December. Roughly 40% of all gifts are made
during year-end, which means you could kickstart your campaign
with some significant momentum to carry into the new year.
Include a communication calendar in your plan to ensure you’re
keeping up with givers throughout the year. Mark your calendar
for days to send an email sharing how year-end and year-round gifts
have specifically impacted the campaign and furthered the church.
Continue adding to the calendar throughout the year so that you stay
on top of communications and keep everyone informed.
6
CHURCH EXECUTIVE • M A X I M I Z I N G Y E A R - E N D G I V I N G
#3: Create a generosity fund
Because most people do the majority of giving at the end of the
year, some local charities and community groups face a drought of
gifts and volunteers in the spring and summer. This year, your church
could be the solution.
Divide up your church’s small groups, campuses, or Sunday school
classes into 10 groups. Assign each group a month in 2020 and ask
them to pick a local charity to bless that month generously.
Challenge each group to give abundantly in December towards
this “Generosity Fund” (another great time to use a keyword!) which
will then be evenly distributed between the 10 groups.
Encourage the groups to share their time as well as their money.
Give them space during a service to share about their cause and the
way your church was able to bless them during a difficult time.
#4: Focus on relationships, not retention
Sometimes all it takes to turn year-end giving into year-long giving
is to think of it differently. While the primary goal will be to increase
gifts and participants at church, ultimately what you’ll be doing is
building relationships. This takes time, but the Christmas season
provides the perfect opportunity to get to know your congregation
a little better.
Keep the connection going when the new year begins by sending
thank-you messages and sharing opportunities for the giver to
engage again by inviting them to join a Bible study group or attend
an upcoming outreach event. Sometimes all it takes is extending an
invitation to make church donors feel welcome and generous after
the holiday season has ended.
Learn even more strategies to unleash generosity during year-end
and into the new year. Grab the free 2019 Year-End Bundle with a
video and 15-page strategy guide.
Valerie Russell is a content marketer at Ministry Brands.
churchexecutive.com