Planning for the Year End Offering
An effective Year-End Offering strategy requires us to think comprehensively about who we’re communicating with, what we’re communicating, how we’re communicating, and how we’ll follow up.
For more insights on building a culture of above-and-beyond giving, check out last year’s resource on “Giving Beyond the Tithe”.
01 | SELECT KEY AUDIENCES
Consider the various subgroups of people within the church. To effectively inform and inspire, we can’t rely on a one-size-fits-all approach.
Tailoring our communication and the strategy to specific, defined demographics will yield significantly better results.
Existing Givers
Consider the various subgroups of people within the church. To effectively inform and inspire, we can’t rely on a one-size-fits-all approach.
Leaders
Volunteers
Small Groups
Youth and Kids Ministry
General Congregation
ACTION ITEMS:
Determine at least 3 key audiences that you want to intentionally communicate to this year.
02 | DEFINE CORE MESSAGES
A wide variety of messages can effectively communicate the heart behind giving and the opportunities we are guiding people toward. It's important to develop a strategy that incorporates different types of messages to reach diverse audiences. Consider which messages will resonate best with each of your target groups.
Impact
How can we highlight the broader impact the ministry is making in the community and beyond?
Consider showcasing a specific ministry that has achieved something notable this year due to previous generosity.
Stories
What stories of life change can we share with the church to show them how the ministry is making a difference in the lives of individual people and families?
Data
What numbers and metrics can we display that will connect the heart of what we do to measurable progress?
Consider showing recent church growth in areas like attendance and engagement.
Scripture
What passages of scripture can we teach that will help our people grasp the deeper meaning and purpose behind sacrificial giving?
Practical
How can we clearly outline steps for people to participate in giving?
Consider coaching people on budgeting, offering financial classes or groups, or walking them through the various ways to give.
ACTION ITEMS:
Develop the message with a consistent theme and/or goal.
Reinforce the theme using at least 3 of the ways listed above to reinforce your message.
03 | CONSIDER THE MEDIUMS
Choosing the messaging approach and tailoring it to the selected audience is a great start. Next, we can decide how and where we will communicate those messages. Using various mediums for communicating the message will help inform, remind, and inspire our people.
From Stage
Sermons
Stage Hosting Segments
Videos
Creative elements
Social Media
Digital Communications
Email
Text Message
Signage and Lobby Events
Hand Outs
Phone Calls
Special Events
E.g. Legacy Dinner
Through People
Mobilize the various layers of communication through people (e.g. small group leaders, area coordinators, youth leaders)
ACTION ITEMS:
Determine the appropriate methods of communication you wish to use.
Consider overlapping those methods to reinforce the message in multiple ways.
04 | MAKE IT MEANINGFUL
As we guide people toward the opportunity to give, we want to make the experience personal and memorable for them.
Consider giving people a tangible reminder to pray about what God is leading them to give.
Bracelet
Key chain
Magnet
Framed scripture
Encourage people to choose a specific word or scripture that they are believing God for as they stretch their faith through this offering season.
Create a special moment of prayer and worship around the offering moment itself.
ACTION ITEMS:
Select a specific week or weeks to receive the offering.
Enhance the experience with meaningful elements.
Provide the appropriate resources for people to engage in the giving (envelopes, pens, buckets to receive).
Verify your giving systems match the opportunity that you reference in your messaging. (e.g. designated fund appropriately titled)
05 | FOLLOW UP AND FOLLOW THROUGH
Creating a culture of generosity means that our strategy doesn’t stop after the offering is taken. Following up after people have given will help to affirm their decision and make it more likely that a one-time offering becomes a habit of giving.
Decide how to thank those who give an offering with a personal touchpoint of some sort.
Phone call
Text message
Hand-written card
Celebrate what God did through the offering with the church.
Provide updates on how we’re stewarding the resources.
Give regular updates to your audiences on impact and progress that is being made because of their giving.
ACTION ITEMS:
Determine the best follow up option.
Establish timing of when to follow up based on giving time frame.
Plan how you will celebrate and close out the Year End giving season with the church.
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