Year-end giving is crucial in meeting any church’s annual budget goals. But when should you start? Are you even set up to drive maximum generosity? And how can your efforts do double duty, driving not only giving but also engagement and discipleship?
A church communications + giving expert weighs in.
Director of Marketing
Tithely
Church Executive: In the church world, when does this ‘season of opportunity’ — year-end giving — start and end?
Justin Dean: The ‘season of opportunity’ for year-end giving typically starts around late November, coinciding with Thanksgiving, and extends through the end of December. This period is crucial for fundraising because it aligns with the general spirit of generosity during the holiday season, as well as the deadline for making charitable contributions that can be deducted on that year’s taxes.
Churches often see an increase in giving during these weeks, as congregants are not only reflecting on their blessings but also planning their financial contributions before the year closes. Donors who give with Donor Advised Funds (DAF) often hold their contributions all year long and choose where to grant them at the end of the year.
National campaigns like Giving Tuesday also fall within this period, and many churches take advantage of that opportunity to promote generosity towards a specific cause, building campaign, or other missional opportunity.
CE: In churches, a lot of emphasis is placed on maximizing year-end giving. Why is this such a crucial time of year for churches to ramp up these efforts?
Dean: Year-end giving is vital for several reasons. First, it’s a time when people are naturally inclined to be more generous, both out of gratitude and due to tax considerations. Additionally, many churches rely on the influx of donations during this period to meet their annual budget goals, fund special projects, or support missions that require significant resources. The urgency and excitement of the season can also inspire people who might have been more passive in their giving throughout the year to take action.
Many people want to give during this time but might not know where their gift is best used. They are being asked for donations from everyone including the Salvation Army, various charities and organizations, and churches. While there are many great causes to give towards, often it is the organizations that tell the best story and have the best communications that yield the most contributions.
Churches can learn to ask effectively and not be shy to promote year-end giving by communicating well about their needs and how donations are used. The better a church is at communicating the why and how, the better opportunity it has to maximize incoming donations and the kingdom work it can achieve in the coming year.
CE: How important is year-end giving in relation to the yearly budget, for most churches?
Dean: For many churches, year-end giving can represent a significant portion of their annual income, sometimes accounting for 20 percent to 30 percent of the entire budget. The success of year-end giving campaigns can often determine the financial health of the church heading into the new year, affecting everything from staffing decisions to the ability to fund outreach programs. It can be detrimental to the growth and health of a church if they don’t have a strong and well executed year-end giving strategy.
CE: As year’s end approaches, are there signals or signs that a church’s current online giving platform isn’t ideally suited to their plans to drive generosity?
Dean: There are several indicators that a church’s online giving platform might not be up to the task for year-end generosity. If the platform has a cumbersome user experience, low adoption rates, or high transaction fees, these are red flags. Additionally, if the platform doesn’t integrate well with the church’s existing communication tools or fails to provide detailed analytics on giving patterns, it might be time to consider a switch. Another sign could be negative feedback from congregants who find the process of giving online difficult or confusing. In today’s digital age, ease of use, reliability and flexibility are key factors in a successful online giving strategy.
That’s why at Tithely we focus on providing built-in tools for running pledge campaigns, managing tax receipts with ease, and valuable insights into the health of your church. Having an easy-to-use giving experience for your donors can easily bring in thousands of dollars in donations you otherwise would have missed.
CE: If a church leader decides to switch platforms and still maximize year-end giving efforts, is there still time?
Dean: Yes, there’s still time to switch platforms, and it’s easier than church leaders might think. While there’s a lot to consider when switching giving platforms or getting started with one for the first time, it’s an easy process and there are resources and help available to make the transition seem less.
With Tithely, a church can be up and running in literally five minutes. And the team is more than happy to help launch the platform; they can assist with switching from another platform, including moving over existing data.
CE: If a church goes ahead with the switch, what are some good ways to introduce the new giving tool to the church family to ensure a smooth, easy transition?
Dean: If a church decides to make the change, it’s important to communicate the switch clearly and consistently.
Start by announcing the change through multiple channels — email, social media, during services, and through the church’s website. Provide simple, step-by-step instructions on how to use the new platform, and offer support through instructional videos, live demonstrations, printable materials and slides on screen.
It’s also helpful to highlight the benefits of the new platform, such as lower fees or easier user experience, to encourage adoption.
Finally, consider a soft launch where both the old and new platforms are available for a short period to ease the transition.
“[People] are being asked for donations from everyone including the Salvation Army, various charities and organizations, and churches. While there are many great causes to give towards, often it is the organizations that tell the best story and have the best communications that yield the most contributions.”
CE: Processing fees are something any church leader will consider in their year-end giving efforts. Are there ways to minimize the “cost” of collecting these gifts?
Dean: There are several strategies to minimize processing fees.
First, choose a giving platform that offers competitive rates or allows donors to cover the processing fees themselves. With our own Cover the Fees™ option, we see about 60 percent of donors choose to cover the transaction fees, ensuring that 100 percent of the donation goes to the church. And because we don’t have any monthly fees or contracts, it becomes completely free for the church. On average, the effective transaction rate for the nearly 40,000 churches we serve is less than 1 percent.
Another option is to encourage giving methods that have lower fees, such as ACH transfers instead of credit card transactions. Educating your congregation about these options can also lead to more cost-effective giving practices.
CE: Compared to more traditional giving options (cash, check, etc.), in what ways can embracing online and/or app-based giving inspire greater giving during year-end church events?
Dean: Online and app-based giving can significantly enhance year-end giving by providing convenience and immediacy. Congregants can give at any time, from anywhere, which increases the likelihood of spontaneous generosity.
These platforms also allow for recurring giving, enabling members to set up regular automatic donations so they keep tithing consistent. Churches who use digital giving and promote recurring giving options don’t see the dreaded ‘summer slump’ as people are able to continue giving even when they are on vacation or busy with youth sports and other obligations that keep them from attending church consistently and regularly.
Additionally, online giving can be integrated with digital campaigns and reminders, making it easier to communicate specific year-end goals and progress. The ability to share giving opportunities on social media can also inspire a broader audience to contribute, extending beyond the regular congregation.
“[O]nline giving can be integrated with digital campaigns and reminders, making it easier to communicate specific year-end goals and progress. The ability to share giving opportunities on social media can also inspire a broader audience to contribute, extending beyond the regular congregation.”
CE: At year’s end, Christmas-focused events are bound to attract first-time guests. Are there ways in which giving platforms can help disciple these people in their faith journeys? (Not just in terms of giving, but also related to engagement with that church — though they often go hand in hand)
Dean: Giving platforms can play a significant role in discipling first-time guests by offering a seamless connection between generosity and further engagement. For example, when a guest makes a donation, the platform can prompt them to sign up for newsletters, small groups, or upcoming church events. Many platforms also offer the ability to track and acknowledge first-time givers, opening the door for personalized follow-ups from church leaders.
Additionally, these platforms can provide resources like Bible study materials or invitations to online communities, helping newcomers integrate into the church beyond their initial visit. By leveraging the data and communication tools within giving platforms, churches can create a more holistic discipleship experience that goes beyond the financial aspect.
Storytelling is a powerful tool for inspiring generosity, especially during the holiday season when people are more emotionally attuned to themes of compassion and community. Churches can use storytelling to highlight the impact of past donations — sharing testimonies from individuals or ministries that have benefited from the church’s support. These stories should be personal and relatable, connecting the congregation’s giving to real-life transformations. Visual storytelling, through videos or images, can be particularly effective, as it allows people to see the tangible results of their generosity. Churches can also weave stories into their sermons, emphasizing biblical principles of stewardship and generosity. Additionally, sharing stories of the church’s future vision — what they hope to achieve with this year’s donations — can motivate members to contribute towards a shared goal. By making the connection between giving and impact clear, churches can create a more compelling case for year-end donations.
— Reporting by RaeAnn Slaybaugh
Justin Dean is an entrepreneur, author, and church communications leader. He served as the Communications Director at Mars Hill Church in Seattle; is the author of PR Matters: A Survival Guide for Church Communicators; and is the creator of That Church Conference. He currently leads Marketing at Tithely [https://get.tithe.ly] and lives in North Georgia with his wife and four kids.
