how to write compelling holiday giving appeals

HOW TO WRITE COMPELLING HOLIDAY GIVING APPEALS

INTRODUCTION

Did you know that 25% of money donated to charities is given in the month of December? The weeks between Thanksgiving and Christmas are a great time for churches and other charities to raise extra support. However, many churches won’t get donations this time of year - mostly because they don’t ask.

While pastors tend to avoid money issues at church, a great end-of-year giving appeal can make the difference between a successful fundraising year and a slump.

Intimidated by the idea of launching a year-end giving campaign? You’re not alone. This guide will help you write a winning year-end appeal letter to kick off your campaign.

Plus, choose from one of our year-end giving letter templates to quickly begin drafting your own.

https://church-development.com/how-to-raise-10-of-your-income-in-a-year-end-appeal/

https://www.christianitytoday.com/news/2019/october/pastor-appreciation-month-bless-campaign-financial-strain-m.html

ONLINE OR SNAIL MAIL?

It’s true that church giving has migrated online as churches go virtual - just one side effect of the COVID-19 pandemic. That’s why an engaging, user-friendly online giving platform is more vital now than ever before.

At the same time, many church communities have members who aren’t comfortable online. After all, Baby Boomers are the demographic most likely to donate to places of worship.

Don’t leave out potential donors just because they prefer to open a paper letter. Bridge the gap by sending virtual giving appeals to most of your church community, while sending a few paper letters to those church members who you know would prefer a traditional method of donations.

VancoPayments.com/eGiving 3

https://livestream.com/blog/livestreaming-houses-worship-statistics

https://www.vancopayments.com/egiving/church-online-donation

https://www.nptechforgood.com/2015/09/16/20-must-know-fundraising-and-social-media-stats/

https://www.vancopayments.com/egiving

HOW DO I WRITE AN END-OF-YEAR GIVING APPEAL?

We’ve all opened appeal letters and emails, even from churches that do great work, only to have our eyes glaze over after the first sentence.

Here’s how not to start your year-end giving letter:

“In these unprecedented times, we’ve faced many challenges ...”

A big block of text full of generic information? Whoops, you already lost your reader.

That’s fluff. Readers don’t read it, and donors don’t donate to it.

Most pastors and ministers struggle to cut to the chase when it comes to donations – they don’t want to sound salesy or forced. But this kind of padding actually prevents your year-end giving letter from sounding human and authentic.

Here’s what to do instead:




Make an Emotional Connection “Jessica’s life was tough enough before the pandemic hit - as a single mom with an active toddler, she struggled to make ends meet. Worst of all, she felt far from God and didn’t know how to turn back to Him. Finally, she searched online for church services in our city, and she found our church.”

Woah, what happened there? All of a sudden, the reader’s interested - interested in Jessica and in how your church helped her.

Telling a personal story gives your church’s work a name and a face. It resonates emotionally with the reader and grabs their attention from the get-go. Starting your year-end appeal with a real story from your ministry is a sure way to get the reader invested in your work.

It’s ok if you can’t think right away of a story that you want to share. Try taking some time to pray with the following questions:

• What has God been doing in our church this year? • What progress am I most grateful for over the past year? • What “wins” am I most excited to share with my fellow ministry workers?

Brainstorming these questions will get you excited to share what God has been doing in your church. One story is plenty to make an impact and keep the reader engaged.

(Just don’t forget to ask permission from anyone whose story you might want to share.)

Use Stats to Show the Big Picture Now that you’ve shared a glimpse of your mission that makes the reader want to learn more, describe the broader picture of your church’s year. Statistics are a great tool to tell your story. Here’s an example of how to transition from a personal story to your snapshot in statistics:

“Jessica is just one of the newcomers who has found a home at [Your Church’s Name] in the past year. Despite going completely online due to the COVID-19 pandemic, we’ve seen a 15% increase in attendance. That means that over 20 new individuals and families have joined us regularly to worship God and connect with our community.”

What other exciting numbers do you have to share? Have you seen growth in your food bank numbers, virtual small groups, teen programs or any other ministries? Add them to your letter - it all contributes to the big picture you want to show your reader.

If you don’t have access to any numbers, simply summarize your church’s year in your own words:

“This year, we’ve been blessed to serve more clients through our food bank than ever before.”

“Our outreach team has been successful in sharing the Gospel with many teens on our streets.”

These statements grow your reader’s understanding of your church’s ministries and build their excitement to donate.


https://www.vancopayments.com/egiving/church-app

CREATE A CALL TO ACTION

Now that you’ve drawn the reader in with a personal example of your church’s mission and shown the big picture through statistics, it’s time to make your ask.

The key to keeping the ask authentic and unforced? Remember that you’re offering the reader a chance to share in your mission. The focus is on the work, not on you.

Be clear about what you’re asking. Instead of a general appeal like, “we invite you to prayerfully consider supporting our work,” be specific.

Have you set up a new giving platform that you want donors to use? Are you inviting them to make a year-end holiday gift? Would you like them to sign up for monthly giving? Let them know.


https://www.vancopayments.com/egiving/blog/setting-up-online-giving-churches


Make it easy for them to respond. Don’t make your readers hunt for how to donate - they will lose interest before they’ve followed through. For your email year-end appeal, include hyperlinks straight to your giving page and your church app in the app store.

In a paper letter, include any monthly giving forms so that readers can fill them out right away. If possible, include a prepaid envelope too - it’s a thoughtful touch and one fewer step for your donor to complete.

Here’s how a great call to action sounds:

“Our ministry here at [Your Church’s Name] is possible because of the faithful support of donors like you. This year, we invite you to support our mission to share the gospel in our city. Please prayerfully consider making your holiday gift to [Your Church’s Name] through our secure online giving platform.”

Simple, clear and click-able.

Keep it Personal Despite online communication’s advantages, the year-end giving email has one disadvantage when it comes to donating:

It’s impersonal.

Donors can’t scan an email and see a “blue ink” signature that tells them that a real person signed their letter. And who wants to feel like a machine is asking them for money?

A few tips to make sure you keep a personal connection with your reader:

Use a Conversational Tone Online communication can be a little less formal than a paper year-end giving letter because you want to hear the person behind the screen.

Give a Heartfelt Thank You Your donor letter should always end with a thanks - when donors know that their support is appreciated, they are more likely to donate again.

But a thank you statement that sounds generic, robotic, or mass-market-ey can actually push your reader away.

Instead of a boring “Thank you for your support,” find warm, human words to share your gratitude. A simple “We couldn’t do this without you” will bring a smile to their face and ensure they remember you.








GIVING LETTER TEMPLATES FOR CHURCHES

Choose between polished letter templates for your giving campaign. Each are easily adaptable to your church’s unique personality.



1. Community-Oriented Church Appeal Sample Letter This template is an excellent choice for churches with a relaxed,

approachable vibe.

Dear [Name],

We’re so grateful for your faithful support of [Your Church Name.] Just last [week, month, etc], we heard from Sarah, a new church member. Sarah shared with us that [describe her situation and how the church helped].

And Sarah isn’t alone. This past year at [Church Name] has been busier than ever as we’ve been blessed with tremendous church growth. Our online worship services have been incredibly successful, attracting even more attendees than our in-person services last year! As well, more than 10 new virtual small groups have formed, where seekers have found faith-based friendships at a time when they need it the most.

Amazing developments like this wouldn’t be possible without supporters like you. This holiday, we invite you to continue partnering with us as we reach out to our city with God’s love. Please pray about making a year-end gift to our work - it’s as easy as sending a text or downloading our app!

Your support means so much to us. Thank you.

Blessings,

[Your Name and Title]


https://www.vancopayments.com/egiving/church-text



2. Mission-Oriented Church Appeal Sample Letter This template takes a more formal tone, with a focus on outreach and mission.

Dear [Name],

When Josh came to us at the beginning of this year, he felt like he was out of options. [Describe Josh’s story and how the church’s ministries impacted his life.]

Josh is just one of the many people whose lives have been impacted by [Your Church’s ministry] this year. We’ve seen a 15% increase in [ministry type] participants, plus more engagement in [ministry area] than ever before. Clearly, there are wonderful opportunities to share God’s love hidden within this difficult time, and [Church’s Name] seeks to meet them.

As this year comes to a close, we’re asking for your continued support as we care for the vulnerable in our city both spiritually and practically. Please consider making your year-end gift to [Church’s Name] through our online giving page or through our free, secure church app.

With prayers of gratitude,

[Your Name and Title]



3. General Holiday Giving Messages Here is a giving message that is a little more generalized. It will require

fewer changes to fit your church. But, if you have time, try to add a few unique details to make sure your message speaks to members at your church.

Hello—

As we enter the Christmas season at [Church Name], we want to take a moment to express our gratitude for the generous gifts we receive this time of year.

Your support throughout the year makes our work possible, but during the holidays, we are especially aware of your generosity and how it benefits our community.

While you are planning your seasonal giving, we have a suggestion to offer: Consider making your gift using our electronic giving tools. Giving on our donation webpage [Insert other eGiving tools you use here], is easy, convenient and reduces work on our staff and volunteers.

Go to [Church website] today to learn about all the ways you can give and why eGiving is an important part of our finances. And while you’re on the site, you can plan ahead for next year by setting up your regularly scheduled gifts to be recurring throughout the year.

Thank you once again for your continued gifts. Wishing your family a blessed Christmas,

[NAME]



4. Giving Letter Samples Each of these letters show what a personalized appeal to an individual

church member might look like. You can use them as the basis for your own letters, but you’ll want to add you own unique information.

Version A

Dear Henry and Theresa Thompson,

As the Christmas season approaches, we find it’s a good time to try to call to mind some of the blessings we’ve experienced this year, despite its many trials.

Wasn’t it lovely to resume in-person service this October? With all the precautions we’ve been taking, it’s been absolutely heart-warming to come back together as a church family. Several of our volunteers have banded together to create a safe, clean environment for our families to worship in. In the coming year, we’d like to continue to come together in even more ways. In an effort to update our sound system, we’re planning to install new microphones and recording devices to livestream our services. We come to you today asking for your support.

Whenever members of our church community are unable to come to service, we’d still like to bring service home to them. As you consider your part in this effort, remember, no donation is too small. All contributions will be lovingly accepted.

We’ve linked to Vanco’s online giving platform on our website to make donations a breeze. You can, of course, also drop checks at the church office or in our weekly offering plate. If you don’t mind designating somewhere that this is for our future livestreaming services, then we’ll be able to easily earmark each donation to the appropriate campaign.

What better way to kick off the new year than with a firm resolve to come together every Sunday, no matter life’s circumstances. Perhaps we can even use these livestreams to share the Word of God beyond our church doors and into the hearts and minds of those around us.

Thank you for your time and attention in this new endeavor. And, if finances are tight in your home this year, you can still contribute in other ways. If you have technical expertise, we’d love to have you with us when it’s time to install the new equipment.

Either way, all contributions will be lovingly accepted. Please feel free to reach out to me after service or call the office with any questions you may have.

May the Lord continue to bless you this holiday season.

Pastor Titus





Version B

Dear Tony and Lisa Jackson,

In this last quarter, we’ve been able to feed hundreds of needy families in the area with our current food pantry. This is due entirely to your contributions, whether they be financial or donations of time. In the coming year, we’d like to continue to give back to our local community. Many families continue to struggle in the current economy. It is our goal to expand our food pantry and, ultimately, install a professional-grade kitchen. We come to you today asking for support. We believe that if we can begin cooking on a regular basis for local families in need, we can extend our outreach and introduce the love of Christ to countless new people. As you consider your part in this effort, remember, no donation is too small. All contributions will be lovingly accepted. We’ve linked to Vanco’s online giving platform, our eGiving provider, on our website to make donations a breeze. What better way to kick off the new year than with a firm resolve to give back to our local community, especially into the lives of those who are suffering. It is our goal to not only provide physical nourishment, but spiritual nourishment, too.

Thank you for your time and attention in this new endeavor. And, if finances are tight in your home this year, you can still contribute in other ways. If you have construction expertise, we’d love to have you with us when it’s time to install the new kitchen appliances.



Pastor Cunningham





Version CDear Dominick and Donna Truett,

Christmastime has come again. And what a remarkable year it has been. We’ve seen church families band together with such fortitude and grace, it’s enough to make us want to shout from the rooftops.

With the wonderful example that’s being set by parents all throughout our church, we’d like to use the new year to focus on the expansion of our youth program. Because of their families, children are learning the power that comes from trusting in God.

It is our goal to expand our youth program and offer a wealth of new activities in the coming year. With a new curriculum and new activities to help our children grow in the love of Christ, we’d like to direct our efforts toward a new van to transport our children safely from activity to activity.

We believe that if we can secure safe transportation, we can broaden our children’s’ horizons through future retreats and volunteer opportunities. As they watch their parents give back to one another, we’d like to open the doors for our children to do the same out in the community. As you consider your part in this effort, remember, no donation is too small. All contributions will be lovingly accepted. We’ve linked to Vanco’s online giving platform on our website to make donations a breeze. You can, of course, also drop checks at the church office or in our weekly offering plate. If you don’t mind designating somewhere that this is for our youth group van, then we’ll be able to easily earmark each donation to the appropriate campaign.

What better way to kick off the new year than with a firm resolve to offer new fellowship opportunities for our young adults and teach them the importance of giving back? Together, we can raise new generations that will share the love of Christ wherever they go.

Thank you for your time and attention in this new endeavor. And, if finances are tight in your home this year, you can still contribute in other ways. Perhaps you’ll be available to chaperone one of these future volunteer events.



Pastor McKenzie



5. A Special Message for Holiday Visitors Your church will likely get new visitors to your holiday services. Why not try

to tap into the generosity of these individuals who support your church but aren’t regular members. Here’s a free template to help you do that.

Dear Vincent,

During the holiday season, we extend a warm welcome to the visiting families and friends of our members, and to all of our guests.

No matter where you live, how frequently you attend services or where your religious roots are, your donations during the holiday season to this congregation are needed and greatly appreciated.

We offer convenient electronic giving options that help you make donations on a one-time or recurring basis. We highly recommend this method of giving for anyone who wishes to support the church.

Thank you for your generosity, and Merry Christmas from all of us!

Pastor Kay



FAITH

SUPPORT YOUR GIVING APPEAL LETTERS WITH ONLINE GIVING

800.675.7430VancoPayments.com/eGiving

Vanco supports churches like yours by making eGiving simple. Take a closer look at our eGiving product suite by watching this short video. Then, take the three steps 25,000 churches have taken to boost donations by an average of 26%.

1. Request a demo to see our tools in action and have one of our experts guide you to the most optimal set of tools for your church.

2. Launch – Don’t worry. You don’t need to be tech-savvy to implement our programs. We assign you a dedicated launch specialist that will coach you every step of the way, helping you reach your church’s goals.

3. Enjoy the increased communication and giving within your church!


https://www.vancopayments.com/egiving/on-demand-vancos-product-launch-party

https://www.vancopayments.com/egiving/demo

how to write compelling holiday giving appeals

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