In our last article, we unpacked the tension every pastor feels this time of year: December is right around the corner, nonprofits are loud, and your church might be behind on the planning. Most pastors know they should be communicating about year-end giving earlier, but the reality is—there’s a Sunday to prep, a Christmas production to run, and limited time to plan a giving campaign.
But here’s the truth: strategic end of year giving for churches isn’t just about running a last-minute appeal. It’s about forming a mindset and system that activates generosity year after year—without exhausting your team or your people.
Let’s revisit the problem briefly before we move to the solution.
The Real Problem Behind Year-End Giving
Churches aren’t struggling because people aren’t generous. They’re struggling because they haven’t created a clear pathway for generosity.
Nonprofits are disciplined. They study their audience, segment their lists, and start conversations in September. Meanwhile, churches often rely on one Sunday announcement or a heartfelt email in mid-December. It’s too late, and it’s too general.
If you want to see momentum, you must shift from a reactive approach to a strategic one. And that’s exactly what strategic end of year giving for churches makes possible.
Step One: Start Early—Way Earlier Than You Think
According to DeWayne McNally of MortarStone, if you haven’t already started planning by the fall, you’re late. Year-end giving conversations should begin as early as August or September, not because you’re rushing to ask for money, but because wealth-based gifts take time.
Think about it:
- A donor considering a stock or real estate gift can’t make that happen overnight.
- People over 70½ may need to coordinate required IRA distributions.
- Families might need to meet with financial advisors before December.
That’s why strategic end of year giving for churches starts with early planning—so that conversations about how to give can take place long before you ask for a gift. But if you’re reading this around November or even December, don’t worry. You can still apply what you’ll learn here!
Step Two: Know Who You’re Talking To
Not every giver in your congregation is in the same place. Some are taking their first steps of generosity. Others are long-time tithers. A few may even be capable of major or asset-based gifts.
Strategic end of year giving for churches recognizes these tiers and tailors messaging accordingly:
- New givers: Celebrate the impact of small gifts. Use story-driven communication to connect giving with mission. Disciple them as they start their giving journey!
- Consistent givers: Invite them to take one step further—maybe a special year-end contribution or recurring setup. Share how their generosity is making an impact.
Legacy givers: Have personalized conversations about stock, business, or property gifts.
Segmentation honors where each person is spiritually and financially. It’s relational stewardship, not fundraising.
Step Three: Build a Unified Team
One of the most overlooked parts of strategic end of year giving for churches is teamwork. Year-end giving shouldn’t rest solely on the finance team or lead pastor’s shoulders. Bring together your communications lead, finance team, and a few ministry champions who understand generosity.
Ask simple but catalytic questions, like
- What’s our message this year?
- Who are we talking to?
- How will we communicate (email, video, social, platform, mail)?
- When will we start and how will we follow up?
When your team owns the plan, the message carries more weight—and you avoid the “last-minute scramble” that drains energy every December.
Step Four: Communicate With Vision, Not Guilt
Guilt motivates temporarily; vision inspires consistently.
Your message should always connect back to mission. Instead of, “We need your help to meet the budget,” shift toward, “Your giving fuels ministry stories like this.”
The best campaigns are anchored in testimony.
Share stories of changed lives, new ministries, or missions supported through generosity. Then, clearly explain how year-end giving will extend that impact further.
When givers see the connection between their generosity and kingdom outcomes, they want to participate.
Step Five: Think Beyond Cash
Most of your donors’ wealth isn’t in their wallets—it’s in their assets. Only about 3% of wealth is cash. The rest lives in investments, real estate, or businesses. Nonprofits know this, and they’re already asking for asset-based gifts.
Churches should do the same. Educate your people on creative ways to give, such as, stock, property or vehicles, IRA charitable rollovers, or donor-advised funds.
These opportunities often allow members to give more while saving on taxes. It’s a win-win—and a hallmark of strategic end of year giving for churches
Step Six: Follow Up With Gratitude and Clarity
Don’t let the conversation end on December 31st. Thank every giver promptly, celebrate the total impact, and clearly show how those dollars advanced the mission of your church.
Following up not only builds trust—it sets the tone for the new year. Gratitude is the bridge between one season of giving and the next.
Where This Leads
When churches start early, segment wisely, build teams, communicate with vision, and invite asset-based generosity, they stop surviving December and start stewarding it.
That’s the shift: from reactive fundraising to strategic end of year giving for churches that shapes culture, not just cash flow.
And the good news? You don’t have to do it perfectly to see results. You just have to start with intentionality.
Next week, we’ll show you what this looks like in real life. Until then, begin laying your foundation for strategic end of year giving for churches.