The most immediate benefit of a year-end giving campaign is, of course, increased giving. We can all celebrate this result, but planning this initiative with care and executing with excellence will add far greater value. Sadly, many pastors are afraid to talk about giving, especially this time of year when so many new visitors are in the house. After all, won’t we scare those people away if we talk about money? So why should we prioritize a purposeful giving message now?
Here are five reasons church leaders need to take some time to intentionally plan and prepare for year-end giving.
- It prompts spiritual growth. The intersection of faith and finances creates the opportunity for more individual spiritual growth than anything else. As a person’s finances find alignment with his or her faith, huge leaps of spiritual growth take place.
- It normalizes the giving conversation. Most churches are very reluctant to talk about money. By avoiding this conversation, churches are actually ensuring a negative outcome when it comes to generosity, and limiting the natural opportunity for spiritual growth. When church leaders allow people to separate faith and finances in their minds, they effectively dismiss matters of finance from their spiritual lives. Silence is simply a bad option.
- It provides an opportunity to talk about mission and vision. Generous people often look at the church and wonder where and how they fit in. An annual vision weekend or generosity series rarely creates any long-term traction in the lives of your donor base. Donors want to play a part in the larger story. It is critical that you take every possible opportunity to discuss, in a meaningful way, the church’s mission and vision and the role finances play in supporting the ongoing ministry of the church.
- Holiday giving is a great opportunity for a person to give for the first time. If your church is attracting new people, presenting this year-end project in a compelling and creative way will encourage their giving sooner rather than later. If your church is like most, 50 percent or more of your regular members and attenders give nothing or close to nothing. An exciting and well presented year-end initiative can help change that. A person must give a first gift in order before they can become a regular investor in the ministry of your church.
- It gives leadership practice talking about the church’s mission and finances. This type of project is a catalyst for an easy-to-understand conversation about the value and impact of generosity. It is a very natural onramp to giving and provides a great opportunity for your church’s members and attenders to invest in the mission and vision of the church. Year-end projects can serve as the perfect laboratory, giving you and your leadership a very safe and low-risk platform to communicate mission and vision and to challenge people to get involved.
Want to take your year-end giving to the next level?
If so, you won’t want to miss The Pastor’s Ultimate Guide to Year-End Church Giving from our friends at Generis. In it, you’ll find dozens of valuable tips, ideas, and strategies to help you finish the year strong financially.