It’s September, which means it is time to start thinking, planning, and praying about your end-of-year giving strategy. Every September, I know it is time to focus on end-of-year giving as I am already getting end-of-year appeals from non-profit charities.
As much as 30% of non-profit annual giving occurs in December, with 10% occurring on the last three days of the year. In my experience, churches also see an increase in giving in December, especially if they have a plan and work that plan.
Imagine the impact of a successful end-of-year giving campaign. The lives that could be changed, the projects that could be funded, the hope that could be restored. This is the potential power of your end-of-year giving strategy.
Preparation is not just a factor; it's the key to a successful end-of-year giving campaign. Just like every NFL team has a 2-Minute Drill strategy that they practice every week, you, too, need to plan for the inevitable. To be successful in end-of-year giving, you have to plan! It's not just a suggestion; it's a necessity. But with the right plan, tools, and more on that later in the post, you can confidently navigate the end-of-year giving season.
One of the primary reasons churches often fall short in their end-of-year giving is the lack of preparation. Whether it's the Tyranny of the Urgent or other factors, the absence of a solid plan to boost giving can lead to significant financial stress. This stress is often felt when the Treasurer delivers the unwelcome news that there isn’t enough money to cover the bills or salaries.
Here are the basics for how you can actively plan out your end-of-year appeal.
Decide what your “ask” will be. You must be careful when you say that line out loud! A key point to remember is need drives the “ask.” If you are behind budget, that is where you want to focus. Let’s say, however, that you are ahead of budget but need help in other areas like a capital campaign or a special need. The fourth quarter is one of the best times to jump-start lagging giving. Determine where you need the money the most, and that’s what the appeal needs to focus on.
Craft the story behind the “ask.” Every “ask” or appeal must have what I call a driver behind it. In other words, what will drive or motivate me to give you more money? The story is the vision of the appeal. The more compelling the story or vision, the more successful that “ask.” It's not just about the money; it's about connecting with your donors on an emotional level.
Be positive! You might be way behind on giving, but you want your donors to WANT to give, not feel like they MUST give.
Make it about advancing the Kingdom. Even if you are working to close out a budget shortfall, appeal for doing ministry rather than hitting your budget number. Most of your donors don’t care about a number, but they do care about people.
Make it personal. Churches do poorly in telling people all the amazing things they do. So, blow your horn, celebrate the year’s wins, and then ask people to help you keep on reaching people! One of the best ways to do that is to share personal stories of life change. Then, end by saying, “Your generosity helps make stories like this happen.”
Focus on one thing. One big mistake churches often make is sending multiple directives about what to give to and where. Asking, for one thing, will give you a better chance of success.
The exception is combining all the various things you want end-of-year giving to support into one offering. I have a client who runs a Christmas offering every year but announces the three to four ministry areas for which the money will be used. It is one offering working to meet multiple needs.
Make it easy for them to contribute. The easier you make it for people to give, the more likely they will give.
Get your tools ready to support your end-of-year appeal. My goal when coaching church leaders is that by mid-October, we have identified the need and built out the message or story for the call to action.
As I always say, you can’t wait until Saturday night to plan for an end-of-year appeal! This is why I started hammering away at our church partners in September. Contact us today to find out how our platform and tools are tailor-made for end-of-year plans at (615) 206-4000 or support@onlinegiving.org. We will help you raise more money!
The Stewardship Coach
It’s Time to Plan for the End…of the Year. As much as 30% of non-profit giving comes in December, with 10% on the last three days of the year. Churches can see an increase in giving in December if they have the right plan and tools in place.https://t.co/8LHDbgWELb pic.twitter.com/o2nkwbvjSU
— Online Giving (@onlinegivingorg) September 19, 2024