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Year-End Giving Toolkit

'Tis the season for giving!

The holidays are one of the most strategic times of the year in the life of the church. Statistics show that 1/3 of all annual giving occurs in December. For that reason, over 50% of nonprofits start planning a year-end appeal well before the end of the year. 

The question is, are you ready?

We want to help you create the best year-end giving campaign for your ministry. This toolkit is filled with resources to help you communicate to your congregation and grow giving this holiday season. Follow along as we guide you through using each resource to close out your year in ministry successfully.

To access this material, please fill out the form here.

Giving Appeals

Whether you’re mailing out letters or sending your giving appeals through email, a personal touch from the one your congregation recognizes most goes a long way. We encourage you to have your pastor sign giving appeals, so your contributors know the importance of their gifts to the ministry of your church. Insert statistics or personal stories of how your ministry has impacted the lives of others this year. These templates will get you started as you prepare your giving appeals.

Announcement Templates

It’s always best to reach people where they are. For those already engaged with your ministry, that starts with your bulletin and newsletter. They are both likely two of the first things you push new visitors and members to read and subscribe to. It’s where you give all the details for upcoming events and important announcements your members and guests need to know. Use these announcement templates as a starting point to get the word out about your holiday giving needs.

Direct-Response Email Campaign

Email is the #1 channel for driving online donations. A direct-response email campaign offers a cost-effective way to promote a year-end holiday fundraiser. Create a donor-centric message that will connect you with people and convert fence-sitters into generous givers.

Make progress by going backward.

November and December are the most popular months for year-end requests. Start with the end date of your holiday fundraising campaign and work backward to nail down the content and frequency of your email solicitation efforts. Launch a 6-week campaign that starts mid-November and ends on December 31. Send out one email each week to keep the campaign top-of-mind and drive readers to the website or other mediums to take action.

Handouts

While spreading your campaign throughout the virtual world, don’t forget those sitting in your church each Sunday. Customize, print, and include these handouts with your bulletins each week during this holiday season. Of course, you can copy their content into an email newsletter or social post to share across all platforms.

Social Media Graphics

Social media is the easiest and most cost-effective way to share your campaign. Here are some Christmas graphics you can use to share your message on Facebook, Twitter, and Instagram. Include your online giving link in the post so contributors can donate right then and there. And don’t forget to update your cover photo.

Website Graphics

Include graphics on your website to let your members and visitors know about your campaign. You can add a pop-up, update your header for this season, and create a new landing page with information about your campaign with links to give. Don’t forget to customize your giving form(s) to match your holiday giving campaign.

Slides

Slides are an easy way to remind your congregation to give during the service. Here are a few options you can use. 

For those slides showing the 3 ways your members and guests can give, be sure to customize by adding text to show the date and time of your Christmas service, your text giving keyword and number, and your church website where contributors can give online.

Matthew 25:23 puts it this way: “Well done, my good and faithful servant. You have been faithful over a little. I will set you over much. Enter into the joy of your Master.” 

This Scripture rings true for every believer. Challenge and inspire your flock to be good stewards and generous givers so the church can be a relevant voice and redemptive influence in the community. Stay top-of-mind and instill a heart of generosity that’ll pay big dividends this holiday season. Make a profound impact in people’s lives and ring in the New Year on a high note.