5 Secrets to Year-End Giving
Unlocking Financial Momentum for Your Church at the End of the Year
Are you a Black Friday shopper? Some people love to take advantage of the sales and deep discounts that sway customers to spend at one store over another. Others prefer to sleep in, eat leftovers, and shop online. The term “Black Friday” comes from the fact that the Friday after Thanksgiving is the biggest shopping day of the year. The extra business helps retailers move from operating in the red to moving their ledgers into the sweet black ink of profit.
There is a reason why Black Friday has expanded in recent years. The date seems to start earlier each November and is now extended to Small Business Saturday, Cyber Monday, and Giving Tuesday. Businesses and non-profits now that people are more willing to open up their wallets at the end of the year. But what does this mean for you, as a pastor?
Year-End Giving is a crucial part of financial sustainability for non-profits as well. Donations made at the end of the year are the equivalent of Black Friday for retailers. Even though you should not rely solely on financial gifts that come in the last quarter, understanding the dynamics of year-end giving can help give your ministry a boost.
This post will discuss five secrets to year-end giving to unlock some new financial momentum for your church.
Secret #1: Almost One Third (31%) of Giving Occurs in December
31% of giving happens in December, yet it is the most stressful time of year for many families living paycheck to paycheck. Entrepreneurs and high-capacity givers want to give to a tangible thing that makes a difference, not a general fund. Therefore, it is critical to connect their desire to give to that real need of people in this season.
That is what has been on my heart and mind in this season. I’m reminded of Jesus feeding the 5000. Jesus found the need - the hungry crowd and connected with the giver (the boy with the five barley loaves and two fish). He then performed the miracle of multiplication and met the need.
To activate donors to meet the greatest need, give them the opportunity to give to a specific cause and not just to your general fund.
Secret #2: 12% of all giving happens in the last three days of the year.
Is it any surprise that these many people give last minute? There could be many reasons for why this could be. Maybe people want to take advantage of interest in their accounts as long as possible before making a pre-planned donation at the end of the year. It could also be that, just like many other things, people like to wait until the last minute to do what they know they need to do.
If you want to engage these last-minute givers, then do not stop your end of the year push for donations when your day of giving is completed. Instead, follow-up with those financially invested in your church after your day of giving. You can do this by sharing the results of your day of giving and reminding them that it is not too late to give and continue to make a difference. You may also want to consider sending an email to those financially invested in your church the last week of the year, letting them know you will be able to accept donations up to and including December 31.
Secret #3: 54% of nonprofits start planning their year-end appeal in October.
If you are not planning ahead for year-end giving, you are missing out on vital financial momentum for your church. One of the easiest ways to increase giving without putting pressure on people is by helping them plan ahead.
To plan appropriately, you will need to prep your team at least one to two months in advance. This will allow time for your creative team to develop themes and imagery for your giving campaign and for your communications team to share the message of year-end giving with the different segments of your church before it is time to give.
Secret #4: 27% of church members attend every week on average.
Do not expect that your givers are attending church every week. You need to repeat your message about year-end giving because most of your members tend to have irregular attendance. About 20% of churchgoers are committed to their church but do not go every week. If you do not communicate about year-end giving repeatedly in the weeks leading up to a day of giving, you will miss out on members who would have donated but are unprepared.
Secret #5: Digital giving was up 20% in 2020, and 60% of people prefer to give online.
If your church is not prepared with a digital platform that will make giving easy, fast, and accessible, then you will be missing out on the year-end investment givers want to make into your church. 70% of giving comes through various channels. You also need to have text-to-give setup and ready to serve your Holiday Givers.
This is where Deka can help. Even if you already have an online giving provider, Deka can ensure that you provide the most straightforward and efficient giving solutions to your donors. Do you have any questions about how our robust solutions can help your church? Click here to schedule a complimentary coaching call, and a helpful Deka team member will be happy to help you.