If you have ever wondered why end-of-the-year giving is such a big deal, consider the fact that over 28% of nonprofit organizations raise between 26 to 50% of their annual funds from their year-end ask. Not only that, but 30% of all charitable contributions are given in December and 12% of donations are given during the last three days of the year. So while you may not feel the desire to put a lot of effort into your end-of-year giving campaign, you might want to reconsider.
Whether givers procrastinate until the end of the year to fulfill their giving pledge, they want to maximize their charitable contributions for taxes, or they get hit with a generous spirit over the holidays, no matter the reason you need to master your end-of-year giving push. Not sure how to do this? Here are some great tips to help you meet your end-of-year giving goals.
Make it Easy and Apparent
When it comes to online giving, it's always best to make the process as easy, quick, and convenient as possible. This is especially true for end-of-year giving, which you can easily do by featuring your year-end goal on your homepage with a one-click to donate or text-to-give.
In order to make church members aware of the giving totals and goals, you can include them in your bulletin or newsletter.
Show the Impact
Your members need to understand the impact their year-end contributions make. Here are some ways to show the impact of their giving:
- Emphasize how even a small donation can get you close to your goal
- Show progress bars to show how close you are to reaching your goal
- Show what you have been able to do as a church so far and what you need the remaining funds for
The more you can convince members their year-end gift really does matter, the more likely they will be to give.
Connect with Your Volunteers
Volunteers in the church are a huge asset. They keep a variety of programs and ministries running smoothly and do so without the need for receiving any recognition. Not only are volunteers generous with their time, they are also often generous with their giving.
Did you know they are twice as likely to give compared to non-volunteers? For this reason, you don't want to overlook asking them to contribute. Even if they aren't able to give at the end of the year, they may share your campaign with others. So do you know who your volunteers are? Hopefully, you have told each of them how much you do appreciate them.
Don't Forget About Your Non-givers
If your church is like most churches, it is filled with people who never give throughout the year. According to some statistics, up to 70% of church members are considered non-givers. But just because the weather has turned a bit chilly, doesn't mean you want to leave your non-givers out in the cold when it comes to your end-of-year giving push.
Making an appeal directly to your non-givers might sound difficult but simply saying something like, "If you haven't been able to give this year, now is the perfect time to make that one-time gift." Even if you only persuade a couple of non-givers to contribute, it's better than none.
Get Some Email Inspiration
Another way to get those all-important year-end contributions is by inspiring your members to give through email. Check out this email sample for year-end fundraising ideas. If you want more ideas, take a look at these 7 awesome emails to inspire your year-end campaign.
Whether you use one of these samples or come up with your own inspiring email, don't forget to include some thought-provoking Bible verses regarding giving. Some of our favorite giving verses include:
- "Give, and it will be given to you. A good measure, pressed down, shaken together and running over, will be poured into your lap. For with the measure you use, it will be measured to you." Luke 6:38
- "A generous person will prosper; whoever refreshes others will be refreshed." Proverbs 11:35
- "Each of you should give what you have decided in your heart to give, not reluctantly or under compulsion, for God loves a cheerful giver." 2 Corinthians 9:7
No matter how you try to inspire your members, you can also gently remind them of the old adage that always rings true, "It's more blessed to give than receive."
By making end-of-year giving as easy as possible on your website, connecting with your volunteers, showing members the impact their giving has, appealing to your non-givers, and sending out inspiring emails, you'll be well on your way to making this the best year-end giving campaign ever. If you still need some help, however, simply download a free copy of our Giving Buyer's Guide Kit.