The end of the year is one of the most fruitful times for church giving. People are in a posture of reflection, gratitude, and generosity.
But if churches only focus on giving once a year, they miss the deeper calling: to disciple their people into a lifestyle of generosity not just a moment of giving.
By Justin Dean
Year-end giving campaigns are important, but they should be the culmination of a generous culture, not the only time you talk about money. Because this isn’t really about money. It’s about Kingdom impact. It’s about forming people into who God has called them to be — generous, grateful, and faithful stewards of everything He’s entrusted to them.
Here’s how you can both maximize year-end giving and build a culture of year-round generosity that transforms lives far beyond December 31st.
#1: LEAD WITH VISION, NOT NEED
People don’t give to line items; they give to life change. When you ask people to give, whether it’s in December or June, make sure it’s tied to vision and mission:
“Because of your generosity, we baptized 42 people this year, funded local outreach, and supported missions abroad. Your year-end gift helps us take the next step — launching a new campus and expanding our kids ministry.”
Vision fuels generosity. Need depletes it.
#2: TEACH GENEROSITY AS DISCIPLESHIP
Generosity isn’t a fundraising strategy; it’s a spiritual formation issue. If we never talk about giving, we’re skipping a core part of following Jesus.
• Preach and teach on giving 2 – 4 times a year.
• Tie it to identity and obedience, not guilt.
• Include it in new member classes, small groups, and financial workshops.
People need to understand that giving isn’t something we do under pressure, it’s something we do because we trust God. Giving should be taught and emphasized just as consistently as serving, studying Scripture, or living in community, because it’s equally essential to our discipleship and spiritual growth.
#3: BUILD CONSISTENCY WITH A YEAR-END GIVING CAMPAIGN
Year-end giving works, especially when it’s done intentionally. Use a simple campaign to highlight the year’s impact and cast vision for what’s ahead.
TOP TIPS TO MAXIMIZE YEAR-END GIVING:
Set a clear goal: Be specific about what the funds will accomplish.
Launch early: Start your messaging the first or second week of December.
Send a countdown: Emails, texts, and posts during the final week create urgency.
Make giving easy: Use mobile-friendly platforms, short URLs, and embedded forms.
Use stories: Testimonies beat spreadsheets every time.
Don’t just send one email in December and expect people to take action. Build a campaign around it that counts down to the end of the year.
#4: CELEBRATE GIVING YEAR-ROUND
Make generosity visible and normal, not just during campaign season.
• Share one impact story per month in services, email, or social media.
• Celebrate first-time givers and recurring donors with notes or thank-you’s.
• Highlight giving moments in services with scripture and short, heartfelt stories.
Let your church see that giving isn’t a transaction, it’s transformation.
#5: EMPOWER AND EQUIP, DON’T PRESSURE
The goal is never to manipulate or coerce, it’s to invite people into what God is doing and to communicate about real needs.
• Use language like “partner with us,” “be part of the mission,” or “leave a legacy of faith.”
• Encourage recurring giving as a simple way to stay faithful throughout the year.
• Share updates on how giving is making a difference — often and transparently.
• Make it clear what the ministry and community needs are. People often don’t realize it.
#6: MAKE GIVING ACCESSIBLE AND FRICTIONLESS
If someone feels prompted to give and the process is confusing or clunky, you might lose the moment.
• Ensure giving is front and center on your website.
• Make it easy on mobile (most people give on their phones).
• Offer digital, in-person, and mail options.
• Promote recurring giving.
#7: LEAD BY EXAMPLE
Generosity starts at the top. Your staff, elders, and leadership team should model what it means to be a cheerful and consistent giver.
Let them share why they give. Let people know this isn’t a staff initiative, it’s a church-wide movement of obedience and worship.
#8: THANK OFTEN, NOT JUST ONCE
Gratitude builds trust.
• Send thank-you emails after gifts.
• Mail handwritten notes to faithful givers.
• Publish an annual “Giving Impact Report” in January showing what their gifts accomplished.
When people see their giving is appreciated and effective, they’re more likely to stay engaged.
#9: ENGAGE VOLUNTEERS, NOT JUST STAFF
You don’t need a huge team to build a culture of generosity.
• Recruit storytellers to capture and share giving impact.
• Ask volunteers to create video testimonies about their giving journey.
• Empower lay leaders to help lead and celebrate giving moments.
#10: ALWAYS TIE IT BACK TO THE GOSPEL
At the end of the day, generosity is about reflecting the heart of God. We give because He gave. Our giving isn’t about budgets, it’s about people. It’s about freedom from materialism, faith in God’s provision, and a desire to see lives transformed.
“For where your treasure is, there your heart will be also.” – Matthew 6:21
FINAL WORD
Year-end giving is a powerful moment, but it’s just that — a moment. If you want to see lasting growth in both giving and spiritual maturity, commit to cultivating a culture of generosity year-round. Teach it. Celebrate it. Make it easy. And always connect it back to the Kingdom.
Because this is more than a giving campaign, it’s a discipleship opportunity.
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 and lives in North Georgia with his wife and four kids.
