TL;DR
Transform your year-end giving statements into powerful tools for donor engagement. By including a heartfelt thank-you and connecting donations to your church’s Kingdom impact, you can inspire greater generosity. Most donors open these statements, making them an ideal opportunity to express gratitude and share stories of how their contributions make a difference. With a simple strategy of gratitude, supported by the right giving platform, you can deepen donor relationships and foster ongoing generosity. Start today and make your giving statements more than just numbers—they can inspire action and faith.
Tax season is looming ahead for Americans, and right now, churches across America are sending out giving statements to their donors. I’ve received giving statements from my local church and other charities we support. Like many donors, I opened each one to verify if the amount matched my records.
My guess is that your donors do the same with your end-of-year giving statements. I don’t have a study to prove it, but based on the high open rates for email receipts through our system, I feel confident making this claim: your end-of-year statement might be the one email your members actually open. Here’s why.
Last year, during a sales call with one of our founders, Stephen Ballard, he mentioned that 75% to 80% of automated email receipts are opened after a gift is given.
“People want to make sure their gift was withdrawn accurately,” he explained.
That sparked an idea: What if these emails could also increase generosity? If people open weekly gift receipts to confirm their status, wouldn’t they do the same with your annual giving statement?
Have you ever thought about using those statements to increase generosity?
A Powerful Opportunity for Gratitude
Recently, a pastor emailed me:
“Our church is shifting to a brand-new donor development strategy. Could you share tips on how to send thank-you letters to those who give?”
Here’s how I replied:
“Every donor development strategy must include a well-thought-out and crafted thank-you strategy. As I always say, ‘A thank-you note is the most positive reminder to give.’"
Given the timing, I suggested:
"Your yearly giving statements, if written correctly, can be one of the most positive reminders to give. A well-written thank-you note is a simple plan to increase generosity."
Connecting the Dots
Crafting these statements is easier than you might think if you’re willing to invest a little time. In just two or three short sentences, you have a unique opportunity to:
- Thank the donor.
- Show the Kingdom value of their gift.
This is what I call connecting the dots. By sharing stories about how your church impacts the community, you connect donors to a larger vision—the connecting power of vision.
Simple Steps to Implement Gratitude
Here are three articles to help you get started:
This gratitude strategy works best with a giving platform that supports customization. At OnlineGiving.org, we make saying “thank you” easy. Our church partners love our system, and that’s one reason why we experience such low client turnover.
One church partner told me:
“I regularly evaluate other platforms. But with your creativity and service, why would we go anywhere else for online giving support?”
Can you say the same about your digital giving provider?
The Stewardship Coach
Did you know your year-end giving statement is the one email your donors will surely open? Why not turn it into a generosity booster? Share gratitude, add impact stories, and inspire giving!https://t.co/oZvX5ZL64b pic.twitter.com/fPTT7XvBmL
— Online Giving (@onlinegivingorg) January 2, 2025
