The best end-of-year giving campaigns are thoughtful, well positioned, and provide numerous opportunities for your church to give.
The holiday season is here, and with it, lots of opportunities for giving. Church attendees are ready and willing to support a campaign, but it’s up to the leaders to communicate clearly and inspire participation.
Before you write your first appeal email of the giving season, check out these useful industry tips.
10 Useful End-of-Year Giving Campaign Tips
1. Have a heart of Thanksgiving.
Showing gratitude is easy and FREE. Curate a powerful message around giving when you highlight what events or provisions you’re most thankful for this year.
Also, consider demonstrating Thanksgiving by thanking the people who’ve helped to make it possible. Whether it’s highlighting a volunteer, donor, or staff member, public gratitude costs you nothing, but the value is priceless.Showing gratitude is FREE. Whether it's highlighting a volunteer, donor, or staff member, public gratitude costs you nothing, but the value is priceless. Click To Tweet
2. Display hopefulness.
It’s true — people like to give to causes that are making a difference. As much as you can, share details about the upcoming year during your end-of-year giving announcements, and what changes are possible with enough support.
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3. Embrace the holiday season.
Don’t be afraid to embrace the spirit of the holidays. Thanksgiving, Christmas and the New Year are all powerful illustrations for giving.
4. Stay positive.
When church members give, they help you change your community, your church, and the world! Talk about the positive impact that happens during end-of-year giving with when people join forces and give to a cause.
Many churches kick off the giving season with a #GivingTuesday campaign. With millions of participants and billions of dollars raised every year, the momentum is built it.
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5. Draw from the Bible.
The Bible is full of giving stories and the ultimate Giving Story. Showing Biblical examples is a powerful reminder of the spiritual component of giving.As a church leader, you don't have to look far to share a story of giving. Starting with the ultimate gift of Christ, there are numerous stories of giving in the Scriptures. Click To Tweet
6. Be concrete.
Showing examples of giving at work is a powerful instrument to encourage generosity. Think back to your last end-of-year giving campaign:
- Who was impacted?
- What positive difference did your kindness make?
- Can you acquire testimonies from those affected for change?
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7. Become a storyteller.
The most important part of developing generosity is understanding what happens after we give. Givers are motivated to give by the hope of impacting change and making a difference. Bring your campaign full circle by reporting on your impact and using the power of story to inspire continued giving.
8. Get personal.
Make the campaign “impact” part of the conversation among attendees and involved families. A handwritten note, snail-mail letters, and small group sharing sessions all help first-time givers understand the passion and motivation behind your ministries.
Also, talk naturally about giving and fundraising and create a culture where generosity isn’t taboo.Talk naturally about giving and fundraising in your church and create a culture where generosity is exciting and money isn't a taboo subject. Click To Tweet
9. Make giving easy.
Email boxes are flooded, so keep your email appeals concise with a clear call to action: Donate here. Don’t make your readers work to give; instead, make it easy to click the button or go to your website and give.
10. Use pictures.
It’s true what they say — pictures are worth a thousand words. Show pictures of your current ministry impact and pictures of future ministry opportunities. You can share during your worship service, over social media, and via video messaging. Just be sure to have permissions from all involved parties to use their photos.
Finally, in addition to these end-of-year giving tips, do your due diligence and prepare your team for any kind of campaign. For instance, ask your tech team if the online giving platform is ready for a traffic increase. Similarly, ask your pastoral team if they can incorporate the campaign naturally into their teachings.
It will take a village to run a successful campaign but, done well, it will inspire more giving and inject hope into your church.