At this time last year, Church Executive and church communications + giving expert Justin Dean discussed a topic that’s instrumental for every church executive: year-end giving — when to start, practical ways to drive maximum generosity, and how to leverage those efforts for overall engagement and discipleship.1
Here, we dive even deeper into giving during this crucial time of year, as you and your team aim to maximize the spirit of giving and, ultimately, meet the church’s annual budget goals.
Director of Marketing
Tithe.ly
Church Executive: Churches often see an increase in giving starting in late November, coinciding with Thanksgiving, and extending through the end of December. Aside from the general spirit of giving that marks this time of year, what are some other factors that drive greater generosity during this time?
Justin Dean: There are a few layers to why generosity spikes at the end of the year, and it’s more than just people feeling sentimental around Christmas.
This is the natural season of reflection. People are looking back on the year, asking themselves what mattered, and thinking about how they want to finish well. That’s a powerful motivator for giving. They’re asking questions like, What difference did I make this year? Where can I leave a legacy?
Second, there’s the very practical reality of tax planning. Many households are evaluating deductions before December 31. Giving before the year closes is one of the most tangible ways they can reduce their tax burden while also supporting causes they believe in. Churches who remind their people of this reality often see a measurable uptick in giving. People looking for the tax break are going to give somewhere, so make sure they know your church has needs and is an option.
Third, churches typically create more opportunities in November and December. There are Christmas services, outreach projects, benevolence opportunities, and year-end vision updates. Each of those moments creates an emotional and spiritual ‘on ramp’ to give.
The spirit of giving is real, but the increase is also driven by reflection, tax planning, and the abundance of ministry opportunities in this season.
CE: At year’s-end, a lot of church members are being asked by many organizations for gifts. How can a church’s efforts stand out?
Dean: At year-end, inboxes and mailboxes are full of requests from nonprofits. Churches can stand out by focusing less on competing and more on clarity and connection. Here are a few ways:
Tell transformational stories. Nonprofits might share stats, but churches have testimonies. A short video of someone whose life was changed through the ministry of the church cuts through the noise.
Focus on impact, not obligation. Avoid “keep the lights on” appeals. Instead, show how generosity leads to discipleship, outreach, or transformed families.
Lean into personal communication. A letter from the pastor, a quick video message, or even handwritten notes to top donors feel personal in a season of mass communication. People tend to give more when they feel they are needed and appreciated.
You might also consider creating a theme. Nonprofits do this well. Think about why Giving Tuesday works. It’s short, memorable, and instantly recognizable. People don’t need a five-paragraph explanation to know what it’s about. The theme itself carries the weight of the message.
Churches often miss this because they make their appeals too generic: ‘Year-End Offering,’ ‘December Giving,’ or ‘Help Us Meet Our Budget.’ Those don’t stick in someone’s mind or spark any emotional response.
A strong theme does three things:
#1: Creates a rallying point. People want to feel like they’re part of a movement bigger than themselves.
#2: Simplifies communication. Once the theme is set, every sermon, email or social post can point back to it without needing new explanations each time.
#3: Builds emotional response. A theme taps into the heart of the season (hope, joy, impact, generosity) and makes people feel something before you even start the pitch.
Practical example: Instead of a bland email that says, ‘Remember to give before December 31,’ try, ‘This Christmas season, we’ve already served 42 families through your generosity. Imagine if we doubled that by the end of the year.’ That makes the appeal stand out.
CE: Are there ways to inspire church members who have been more passive in their giving throughout the year to take greater action at year’s-end?
Dean: Passive givers often aren’t unwilling, they’re just unprompted. The end of the year provides a natural moment to re-engage them without feeling awkward. A few strategies:
Personal reminders. Pull a list of people who gave once or twice this year but haven’t been consistent. Send a short, kind message thanking them for their past generosity and inviting them to give again before year-end.
Cast vision for momentum. People want to be part of a story that’s moving forward. Say, ‘Your gift helps us enter 2026 strong, with new ministries and more impact in our community.’
Highlight collective impact. Remind people that every gift matters. Even if they think, My $50 won’t do much, when they see the church raised $20,000 together, they realize their part mattered.
Offer specific goals. Passive givers are more likely to respond when there’s a tangible goal, like funding 200 meals or raising $50,000 by December 31.
This group often just needs an invitation framed in the right way. They might look around and not see the needs or realize the impact they could potentially make. Sometimes all it takes is the ask.
CE: In our previous conversations, you’ve emphasized the importance of ‘learning to ask effectively’ and ‘not being shy’ when it comes to maximizing year-end giving opportunities. What might that look like in practice?
Dean: Asking effectively is really about building confidence and clarity into the way you talk about giving. Too often churches either avoid asking, or they make it vague. Effective asking looks like:
Clarity. Tell people exactly what you want them to do. Example: ‘You can give today by texting GIVE to 12345 or by clicking the link in your inbox.’ Remove guesswork.
Consistency. Don’t ask once and then stop. Mention giving regularly throughout the season, in services, emails, and social posts. Repetition is key.
Confidence. Believe in the mission enough to ask boldly. If you hesitate, people will sense it. If you ask confidently, people will trust the importance of the need.
Convenience. Make the action simple. Share a QR code, drop a link, or remind people they can set up recurring giving in under a minute.
In practice, this might look like a pastor sharing a two-minute story during a Christmas service, followed by a very clear invitation: ‘If you want to be part of this story, you can give right now by scanning the code on the screen.’ That’s both effective and pastoral.
CE: Let’s talk about the tools available for making giving an easy experience. What’s perennially effective? Any new options?
Dean: Here’s what always works:
Online giving pages. These are still the most reliable option, especially when optimized for mobile.
Text-to-give. People always have their phones, so this removes barriers.
Recurring giving. Encouraging people to ‘set it and forget it’ creates financial stability for the church.
New options include:
In-app giving. If your church has a custom church app, people can give without leaving the environment they’re already engaging with.
Stock and crypto donations. While not mainstream everywhere, these are becoming increasingly important for major givers.
QR codes. These had a resurgence during the pandemic and are now a simple, low-cost tool for connecting someone from their seat to a giving moment in seconds.
And it’s not too late to get these up and running for year-end. Platforms like Tithely can set up online giving in days, not months. Even if it’s December 20, there’s still time to capture year-end generosity if the tools are ready.
CE: At this time of year — and year-round, really — are there ways to minimize processing fees?
Dean: Processing fees are a reality, but there are smart ways to reduce their impact.
Turn on Cover the Fees™. With Tithely, you can allow donors to check a box to cover processing fees. Many will gladly do it when they know the option exists. In fact, more than 60% of gifts given through Tithely have Cover the Fees turned on.
Encourage ACH/bank giving. Credit cards often carry 2%-3% fees, while ACH is usually around 1% or less. Educating larger donors about this option can save thousands over time.
Be transparent. Let people know what fees cost the church each year. When people understand, they’re often motivated to help offset the difference.
One practical move is to do a quick donor education campaign: send an email saying, ‘Did you know that when you give by bank transfer instead of a credit card, the church saves up to 2%? That means more of your gift goes directly to ministry.’
CE: At Christmastime, churches see a lot of new (and old) faces, attracting first-time guests as well as people who don’t attend regularly. What are the best ways to maximize generosity among these groups of people?
Dean: Guests and irregular attenders represent one of the biggest missed opportunities for churches. Christmas services often draw the largest crowds of the year, yet many churches don’t think about how to engage those visitors in generosity. A few tips:
Don’t pressure them. Start with connection. Make them feel welcome first.
Cast a broad vision. Share a story or testimony that shows why generosity matters, even for someone brand new.
Offer easy, no-pressure options. A QR code in the program that says, ‘If you’d like to support the Christmas outreach this year, you can give in less than a minute’ is an easy on-ramp.
Think beyond the moment. Capturing their email or encouraging them to download the church app creates future opportunities to invite them into generosity later.
The goal with guests is to plant the seed of generosity, not to maximize a one-time gift.
CE: Let’s talk about your company’s Year-End Giving Playbook: 9 Ready-to-Use Templates. What was the impetus for this resource, and where / how can church leaders get it?
Dean: We built the Year-End Giving Playbook because churches were telling us they felt overwhelmed this time of year. Leaders often know they should do something around year-end giving, but they don’t have the time or staff to create campaigns.
The playbook includes:
• Nine ready-to-use templates (emails, texts, social posts that you can copy and paste)
• Messaging that’s already optimized for clarity and effectiveness
• Step-by-step guidance on timing and cadence
The idea is to make it ‘grab and go.’ A church can download it today, and by tomorrow they can be running a full year-end giving campaign. It’s available for free at https://hello.tithe.ly/resource/year-end-giving.
CE: There will be church executives reading this who feel like their own year-end giving efforts are ‘behind the 8-ball’ for whatever reasons. What words of guidance or encouragement can you offer them?
Dean: If you’re a church leader and you feel like you’ve dropped the ball on year-end giving, here’s the good news: you haven’t missed it. Most year-end giving happens in the last week of December, and a huge percentage happens in the final three days. Here’s what to do:
Send at least one clear email. Share a story, make one ask, and give people one simple way to give.
Leverage services. If you have Christmas Eve or New Year’s services, those are natural giving moments.
Keep it simple. Don’t overcomplicate things. A heartfelt message from the pastor is more powerful than a slick campaign.
Remember the mission. Year-end giving isn’t just about meeting a budget. It’s about inviting people to be part of something eternal, and it’s an essential part of discipleship.
Even if you only have a few days left, you can still see meaningful results. Don’t let the feeling of being behind stop you from making the ask.
1FINISH STRONG + START STRONGER, September / October 2024 [churchexecutive.com/archives/finish-strong-start-stronger]
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.
