It's that time of year again. In other words, it's the time when church year-end giving matters, allowing churches to close their budgets and position themselves well for the coming year.
In this post, we’ll explore two of the six key activities to finishing you giving year strong!
The demand for transparency in the non-profit sector is on the rise. Further, it’s permeated into church fundraising, especially with your church and financial leaders. Donors want to know exactly how their money gets used. But more importantly, they want to see the impact it’s having. They want details on where their dollars go, and stories help you convey what’s happening. Several reasons exist as to why you should ensure you share compelling church member impact stories.
One of the biggest reasons your church should become an expert in sharing impact stories is that it builds trust and helps you retain more donors. When you tell your church members how they made an impact, they see how their money made a difference. In short, it’s a powerful message. Also, it gives donors a sense of accountability and ownership over their contributions. Moreover, it builds trust because it helps members feel like they have a say and see the impact of their donations. Ultimately, it increases donor retention for a thriving church.
Another reason to share donor impact stories is that it’s an effective way to educate your audience. Regardless of how long your church members have been with you, sharing stories is a great way to share ministry information. When you share impact stories, your church highlights how member gifts benefit your church and community. As a result, it’s a great way to educate people on how they can get involved. And isn’t that what you want for your church? A community of people who actively participate in your church?
Another reason impact stories are so important is that they create a sense of belonging in your church community. For instance, telling stories about contributing members gives all supporters a sense of belonging and connection to your church. It also helps donors feel a sense of belonging with one another and within your church community. When donors feel like they belong to a community and are involved in something meaningful, they’re less likely to stop giving. Moreover, they’re more likely to increase their giving over time.
In today’s digital age, prospective church members can quickly find information about any organization when considering their options for their estate. For churches, a tremendous opportunity exists with an effective planned giving program. So, what does planned giving have to do with year-end giving? Well, that's easy. Year-end is an excellent time to share the abundance and bounty of your church community and ministries.
The reality is that if people feel connected to your church, they are more likely to consider it for their estate planning. However, a few things need to happen to ensure you reinvigorate your planned giving. After year-end giving, all you have to do is to nurture and promote your planned giving program. Let's look at some tips to help you revamp your planned giving program. By connecting it to year-end giving, you have a unique opportunity to reach members when they are most generous.
The reality is that you should always maintain accurate church records. Moreover, by keeping your data accurate, you could spot if someone stopped giving. In other words, continually reviewing your donor information may spot an anomaly. That includes addresses, email addresses, mobile numbers, and so on. Further, use it as an opportunity a couple of times a year to invite people to learn about your planned giving efforts. For instance, make a special night of it with light refreshments and a planned giving seminar.
Planned giving is an excellent approach that will bear fruit if done consistently. Again, reminding people about planned giving, even during year-end giving, is crucial in the long term. However, your church team may not have the expertise to develop an effective planned gifts program. The reality is that it’s a specialized area. As a result, it makes sense for your church to partner with a professional planned giving advisor. This person can help with everything from creating an easy-to-understand planned giving brochure to creating a tracking system for all potential planned gifts. If you are a denominational church, it's likely your foundation can provide these services; if not, Horizons Stewardship also has the expertise you are looking for.
Being open and transparent means having planned giving information easily accessible on your website and social media pages. Don’t bury your information about planned giving in a small link at the bottom of your website. Instead, make it one of the first things visitors see when they visit your webpage. Additionally, ensure that you update the information regularly. For instance, it could mean featuring a specific area of planned giving, such as monthly or quarterly updates, on your site. Or, it could also mean including a calendar of planned giving webinars and seminars you host. Year-end giving is an excellent time to share your program with your church community.
To not experience financial peaks and valleys, it's always a good idea to stay prepared. For example, impact stories and planned giving are essential to any strong and healthy church. Further, these activities build trust with members, help inform people and create a sense of church belonging. So, focusing on them will allow you to create a community of committed members who care about each other and your church.
If you’d like to know more about creating a culture of generosity in your church, check out Next Level Generosity. And for more free resources, please visit Horizons Stewardship Giving365.