“MAXIMIZING YEAR-END GIVING: A Remote Roundtable Discussion”

HELPING LEADERS BECOME

B E T T E R S T E WA R D S .

MAXIMIZING

YEAR-END GIVING: A Remote Roundtable Discussion

Presented by: DipJar, Inc.; easyTithe; eChurchGiving & Pushpay; Vanco Payment Solutions; Vision2 Systems & QGiv, Inc.

2

CHURCH EXECUTIVE • M A X I M I Z I N G Y E A R - E N D G I V I N G : A R E M O T E R O U N D T A B L E D I S C U S S I O N

churchexecutive.com

Table of Contents ENABLING CASHLESS GENEROSITY

8

It’s a tough time to be raising money out in the real world.

Potential donors aren’t carrying cash to drop into collection boxes, and they’re not responding to alternative calls to action in person or online. Long-time donors are dropping off of campaign rolls, and prospective supporters aren’t making their way onto them.

But, there’s good news, according to Giving USA’s annual philanthropy report: Americans want to be generous.

Here are some ideas about capitalizing on contextual giving opportunities to tap into new donations and donors — at yearend and year-round.

By the DipJar Team

5 WAYS TO SPARK THE DNA OF GENEROSITY FOR YEAR-END GIVING

MAXIMIZE YEAR-END GIVING WITH GIVING STATEMENTS

16

As your members are making the mad rush to get their gifts in, you’re lying in bed awake at night wondering, Did we give our members every opportunity to give in a way that is familiar and comfortable? Do they know they can give online, on their mobile phone, text to give? or Did we remind everyone to give before the end of the year?

Hopefully you have a software platform that is comfortable for your members and allows them to give simply and easily.

There is one other very important thing you can do to maximize your year-end giving: help maximize generosity by making sure it is easy for your members to see and get their giving statements.

By Matt Crane

10

It’s the time of year where donors feel the most charitable and search for causes that they can relate to and support, resulting in an influx of giving activity for churches and faithbased organizations alike.

Because of this opportunity for increased donations, it is critical that churches develop a plan that better organizes fundraising, promotion, and communication efforts to maximize year-end giving potential.

By the easyTithe Team

4 STEPS TO TURN YEAR-END DONORS INTO REGULAR GIVERS

12

In years gone by, church donors were constants. Challenged by the biblical teachings on tithing, believers became accustomed to giving 10 percent of their income.

Not everyone tithed, of course. In fact, much like today, most didn’t. But those who did, gave regularly — every time they got paid. That worked well for churches with regular monthly bills (rent / mortgage, utilities, pastor’s salary, etc.). Giving patterns were predictable.

Not anymore.

We should celebrate generosity whenever it comes, but irregular giving isn’t ideal — for your church or for the giver.

By Tobin Perry

FULFILLING THE CONGREGATION’S GIVING NEEDS CAN BUILD STEWARDSHIP 14 During year-end giving — the giving season — churches receive one-quarter to one-third of their yearly contributions.

This is an excellent time for them to look at the giving options they offer to ensure both members and visitors can give as easily as possible.

We’ve conducted extensive research into the attitudes and beliefs that influence giving. One major takeaway: churches can do a better job of reaching members and visitors if they offer electronic giving options, such as online, mobile, kiosk and text.

By Kevin Lee churchexecutive.com

M A X I M I Z I N G Y E A R - E N D G I V I N G : A R E M O T E R O U N D T A B L E D I S C U S S I O N • CHURCH EXECUTIVE

3

6 experts, 6 questions — all the answers!

Giving experts agree that the period between Thanksgiving and New Year’s Eve is a crucial time of year, financially, for churches across America. It generally represents increases in worship attendance, as well as budgeting by congregants for the holiday season (including charitable gifts).

In fact, some experts suggest the time to start communicating about yearend giving to the church could begin as early as September or October, when members begin to research beneficiaries for their year-end giving. Giving to one’s church is an excellent way to reduce the tax burden while simultaneously supporting deeply held causes and organizations.

So, how can church leaders maximize giving during the holidays? Here, six experts weigh in.

Our Panelists:

Jordan Bar Am COO, DipJar Inc.

4

Carl Tierney Co-Founder, Vision2 Systems

Kevin Lee CEO, Vanco Payment Solutions

Todd Baylis President and CoFounder, Qgiv, Inc.

CHURCH EXECUTIVE • M A X I M I Z I N G Y E A R - E N D G I V I N G : A R E M O T E R O U N D T A B L E D I S C U S S I O N

Eliot Crowther Co-founder and Director, echurch powered by Pushpay

Becky Kopplin EVP Giving Systems and Payment Strategy, easyTithe

churchexecutive.com

Just how important is year-end giving in churches?

Bar Am: It’s when members are in the frame of mind to reflect on the good they’ve done in the past year and want to do in the year ahead.

But even more practically, it’s when they’re most primed by holiday spending and salary bonuses to open their wallets.

Also, upcoming tax filings drive folks to maximize their charitable donations before January 1.

As they spend larger-than-usual sums of money on gifts, folks also think about their responsibility to larger causes — including their churches. There are many forces competing for that attention, however, so it’s critically important that churches position themselves to be key beneficiaries.

Baylis: Churches often rely on year-end giving to help them finish projects, replenish different church funds or programs, or to make up for budget shortfalls. It’s also a time that churches can encourage members who have pledged to give a predetermined gift or tithe to complete their gift before the end of the year.

Crowther: End-of-year giving is hugely important for churches. In fact, if our platform is any indication, process volume increased from November to December last year by 50 percent. So, yes, it’s a big deal.

Kopplin: It’s essential for a healthy church. Constructing year-end giving campaigns around a specific cause or need like a “Love Offering” or “Christmas Campaign” can build a strategy to avoid budget shortfalls by inspiring above-and-beyond giving. It’s a powerful way to be Christ’s hands and feet to those who are hurting in the church or community. Inspiring your congregation with a focused effort helps shape the DNA of generosity.

In short: year-end giving closes out one financial year and sets the tone for the next.

Lee: Most churches receive 25 percent to 33 percent of their yearly contributions between Thanksgiving and year’s end — a critical time for catching up on budget shortfalls, or for getting a jump-start on the coming year’s financial goals. This is when church members who attend infrequently come to services, along with many new visitors.

Their gifts tend to be larger during the giving season, and there are more opportunities to respond to special appeals. Year-end giving is also important for members who are catching up on pledges or making contributions for tax purposes.

Tierney: Our stats show year-end giving represents about 24 percent of a church’s overall giving. But with our system, it tends to be a bit more normalized throughout the year.

What are the most common challenges related to year-end giving in churches?

Baylis: Some common challenges include: communicating the church’s need without alienating church members; cultivating generosity during a time of year when members’ finances are stretched (during the holidays); distinguishing the church’s need when many other organizations are also marketing their year-end giving campaigns.

Crowther: For some pastors, I think, conversations about giving and generosity can be difficult in and of themselves. That’s not just limited to end-of-year giving, either; they’re often shy about having the conversation altogether.

Another challenge is obviously having the resources to pull off a bigger end-of-year campaign in a way that’s successful. Mobile giving can simplify this a ton, obviously. churchexecutive.com

Kopplin: Successful year-end giving doesn’t happen by accident. It takes a thoughtful step-by-step strategy to organize goals and tasks.

Often, churches wait too long to introduce their year-end giving campaign. Starting in October or November gives members a chance to financially plan and engage with the church mission. Remember: your members are being asked to donate to many organizations during this time.

Also, some churches lack convenient tools to optimize generosity using the methods and devices members use every day. It’s vital during year-end giving to offer flexible options to donate — via the website, phones or tablets, or onsite with traditional giving options, as well as kiosks or card readers. My husband is a pastor, and we just planted a church in Washington State, so providing various donation options was a no-brainer for us.

Lee: The most common challenges are volume and recordkeeping.

When a church receives nearly one-third of its yearly donations in less than two months, they’re handling 2.5 to 3 times their average. If they’re primarily cash and checks, they’ll take more time to process, which can create recordkeeping issues. When a cash contribution isn’t recorded correctly (or at all), or when names or addresses don’t match on a check, it’s difficult to know whose giving record to credit. You never want to send a family a year-end statement that doesn’t reflect all their contributions.

Tierney: The first challenge is communicating to members their progress on their giving goals by providing accurate household statements for tax purposes. These probably sound familiar: I didn’t receive my donor statement. Can I get an electronic copy? My statement includes my business checks, which aren’t personally tax-deductible.

Accurate statements are complex, especially for generous supporters who use multiple giving methods. Simply pulling a report of gifts and running it through mail merge doesn’t cut it. (Remember: people look at the accuracy of their statement as an indicator of how well the church stewards those gifts.)

Also, it can be a challenge for churches to manage time zone-based end-of-year giving. When people give, where they live is the basis for whether or not the gift falls within the current tax year. If a church on the east coast receives a gift from the west coast before midnight, that gift is on the statement for the previous year.

From the giver’s point of view, managing time correctly has real income tax implications. For the church, not doing so might create extra work at the end of the year to “correct” that giving.

Bar Am: First, there are many other worthy causes and corporations competing for year-end dollars.

Second, the power of out-of-context fundraising is diminishing; annual mailers and email and phone solicitations are less compelling than they once were. Younger donors, especially, want to give while they’re having an experience. With holiday travel and high demands on their time, it might be harder to have a face-to-face interaction — the most opportune moment to spur generosity.

Third, the lack of innovative (but low-friction) solutions for getting those donations can be a challenge. Many young people have never written a check and don’t carry cash. A church must ensure that a highly engaged, activated, generous attendee has an opportunity to make a powerful year-end gift.

Conversely, what are the most compelling opportunities related to year-end giving?

Crowther: With a church app and a mobile giving solution, you’re really set to engage your community in an effective way with a notification “drip” campaign that can inspire people leading up to the end of the year.

M A X I M I Z I N G Y E A R - E N D G I V I N G : A R E M O T E R O U N D T A B L E D I S C U S S I O N • CHURCH EXECUTIVE

5

And let’s not forget, most churches have a few extra services around the holidays, so that’s a great time to introduce more people to your ministry and / or a particular cause your church supports.

Kopplin: This is your chance to share the tools you have that will make a huge impact in your church and articulate to members that you have them. Emphasize the power of recurring giving. At my husband’s church — a new church plant — recurring giving is critical to our roadmap; but churches of all sizes rely on it for forecasting and sustained funds. Don’t shy away from communicating the operational benefits recurring giving provides. Show them how to set it up on your platform during this time of generosity.

If there’s a shortfall, focus on a campaign to rally your church around a specific cause, and work to ensure you have a compelling story that will connect members to it. Showing the end result will resonate more deeply and increase the likelihood members will engage, financially, to support your initiative.

Lee: We recently conducted a national survey of 1,000-plus churchgoers. More than 60 percent — across all age groups — prefer to give electronically. A mobile app is a convenient way for smartphone users to give. Text reaches more impulse or occasional givers. A kiosk reaches more visitors.

People traveling during the holidays can easily set up a recurring gift to their home church and make a one-time gift to the church in the city they’re visiting.

Another opportunity is that administration is easier and more efficient. When all family members’ gifts come in through the same login, with the same credit or debit card, they’ll be recorded to the correct account. Integrating electronic giving with church software makes pulling a report easier for the staff and creates an instant record of the gift for the church and the giver. And, electronic gifts are more secure than cash or checks.

Tierney: For many of our clients, the giving that happens as a result of members being able to see their current statement is significant.

Sending statements to those members before the end of the year — and to givers who aren’t using mobile or the web to give — is a great way to plant the seeds of generosity. Consider sending them in November.

Also, be sure to talk to people about their year-end giving, particularly regarding what the church and God could do with those gifts. By asking, we create an opportunity for people to be generous.

Bar Am: The major opportunities are the other side of the “challenges” coin! Yes, it’s a time crowded with calls-to-action — but it’s also when folks are most engaged to give. Yes, congregants have a lot on their plates — but they’re bound to come to Christmas or other holiday services. Yes, it’s difficult to catalyze a moment of in-person encounter into a moment of giving — but the right technology can turn the primed visitor or congregant into an eager donor making an easy contribution.

6

engagement opportunity for your church. It allows them enter a gift amount directly next to your year-end giving campaign rather than to a generic fund called “giving.”

Using videos or personal testimonials can evoke an emotional response and connection from donors and further explain the need you’re working to fulfill. In that powerful moment, invite members to get involved using mobile app and text giving. There’s something so moving about everyone giving what they can, together.

Lee: The strongest inspiration comes from the ability to give in the moment. If a sermon or a choir performance moves you, you don’t have to wait for the collection plate — you can give in seconds with an app or text message. We know this is important because our abovementioned churchgoers survey showed nearly 75 percent give out of a sense of calling. Electronic options let people give when they hear that call, whether it’s before or after the plate is passed, and even when no plate is passed.

Tierney: Technology can’t inspire giving, but it can facilitate it.

This is 2016; church members expect the giving experience to match the rest of the church experience, offline or online. Any church giving solution will likely provide a dropdown list of funds — but does it feel like worship? Or, does it feel like paying the cable bill online? Does the confirmation look like a receipt from Amazon or PayPal, or is it a personal communication from your church?

Giving is an act of worship and should feel like it, including content and images that reflect the emotional experience worship is intended to be. Acknowledgement of a gift should be a personalized email from the church.

Bar Am: Some more high-tech solutions — like giving online through a web form, or entering a credit card into a payment kiosk — attempt to solve that problem. However, these options are often high-friction and high-attrition. Will they remember to go online when they get home?

Will they wait in the line to follow the multi-step giving process in the church foyer?

Better to meet congregants where they are by linking giving technology with payment technology in a friction-free way. Most people use credit cards every day, but they want their giving experience to be fast and easy.

Baylis: The decision to make a gift at the end of the year is often made outside the walls of the church. Many members decide to give year-end gifts to their churches on Christmas Eve and New Year’s Eve. Options like online giving or text-giving can help facilitate those gifts, even when the giver is not physically at church.

Baylis: Year-end giving provides churches the valuable opportunity to: encourage long-term giving for the upcoming year; inspire generosity by reminding members what last year’s year-end giving achieved for the church; and encourage members to catch up on tithing or program pledges they made that year.

Crowther: Christmas services are an opportunity to engage with people in your community who don’t often get to church.

Understandably, giving and generosity is usually less of a topic during this season. However, this is a great time to encourage those in attendance to get plugged into your church and perhaps consume some of the encouraging content you’re producing at a later date.

An app is a brilliant way of curating your content and making it accessible to people, even if they don’t regularly attend your church.

A lot of the churches we serve use strategies like tying their content to push notifications in order to achieve this.

Compared to more traditional giving options, in what ways can technology uniquely inspire year-end giving during?

Is it fair to say that technology can drive more generous giving at this time of year?

Kopplin: Giving always starts as a decision on the donor’s part; technology is merely a vehicle. Even so, accessibility and convenience can make or break the follow-through action.

Connecting members to a branded giving page provides a unique

Lee: That’s a very fair statement — and it’s backed up by an indepth, year-long study we did with a national denomination. It found churches offering ACH and credit / debit giving have 26 percent more giving than similar-sized churches with no electronic giving options.

CHURCH EXECUTIVE • M A X I M I Z I N G Y E A R - E N D G I V I N G : A R E M O T E R O U N D T A B L E D I S C U S S I O N

churchexecutive.com

Also, on average, electronic gifts are larger; people tend to give more when they can give immediately. It’s like easily taking whatever change is in your pocket and dropping it in a Salvation Army kettle. Taking out your phone and opening an app or sending a text is easier and faster than writing a check. And, your gift isn’t limited by the cash is in your wallet.

Tierney: Technology doesn’t drive more generous giving; more accurately, it provides access to giving that might not occur without it.

Let’s say I decide to make a donation to my church on December 31. I could sit down, write out a check and mail it or drop it off — but maybe I don’t have stamps or an envelope. Maybe I’m in another city visiting family. Technology lets me make that gift, regardless.

Last December 31, we experienced an average gift of $757.12 online, across all clients. (Several large gifts far exceeded that amount.) Who’s to say they’d have been received without online giving?

Bar Am: Absolutely. People want to be generous! What prevents more donations isn’t a lack of will — it’s the points of friction that put up barriers to donation. Whenever technology can allow giving with the payment mechanisms people have and use (credit and debit cards) as opposed to cash and checks, individuals’ pent-up generosity is more likely to come out.

Technology can also make giving more joyful and contagious; people love for their generosity to be social. Anytime donating can be a group experience — visible and audible to all — more of it will happen.

We see it again and again: generosity is contagious.

Baylis: Certainly! People decide to make year-end gifts based largely on their emotional connections to the work your church does in your community. Technology is a powerful tool for building those emotional connections. If you can remind your members of the work you’re doing in the community through videos, pictures, social media posts and other online channels, you can make a powerful case for support that might not be as effective in other ways.

People are also likely to give more generously if the process of giving is a simple one. Use technology to make giving easier than writing a check or withdrawing cash to take to church.

Crowther: It’s a more-than-fair statement: Mobile giving technology allows people to give in seconds, even if they’re not carrying cash or checks — and that’s a huge deal. That means all the visitors that make a decision to attend a holiday service have the opportunity to give simply and securely at the exact moment they feel inspired to do so.

Kopplin: Yes — it’s beyond fair to say so. Technology provides an avenue of communication and ease-of-use with your members, and what better time is there to inspire the message of generosity? Studies show people who give electronically, on average, give more. We normally see electronic donation amounts in excess of $120 on average — more than double the average gift size for traditional “pass-theplate” giving.

In what ways can churches use technology during the holidays to encourage long-term giving throughout the year — in effect, lessening a church’s dependence on year-end giving?

Tierney: We can help a church identify first- or one-time givers and automate personal communications through email. These “email triggers” are added into our system to thank them for their gifts, but also to see if they’d like to set up a recurring gift. This can be a one-time communication or a series.

Bar Am: Behavioral economists and psychologists have long known about the “foot in the door” effect: get someone to do something easy in churchexecutive.com

support of a cause now, and they’re then more inclined to do something more demanding later.

Enabling an easy gift at the holidays makes people think of the church as a year-round cause; thus, they’re more likely to support it with a later, larger call-to-action. They can also be prompted to make their first small gift recurring — a lower barrier than agreeing upfront to the lump sum.

Baylis: Churches often struggle to encourage generosity in their churches without alienating members who are sensitive to feeling like the church is placing too much emphasis on money. Using yearend activities — both online and in the walls of the church itself — to encourage recurring giving is a powerful way to mitigate members’ hesitation to make one large year-end gift. If your church can encourage its members to automatically make multiple small gifts over the course of the next year, members can feel that they’re supporting your church long-term without the stress of writing a single large check.

Long-term giving can actually be a lot of work for church members.

They have to remember to bring checks or cash to church regularly — and fewer people carry those items with them today than they have in the past. With online giving, members can set up recurring donations that they can schedule in ways that suit them. They can choose the frequency of their gift, decide how long a period they’d like to support your church, and, with many platforms, manage their payment methods and edit their payment schedules. They can do all those things from their own computers, which can save them (and your staff) time and effort.

Crowther: This is a great question. I would say by getting people to connect with your church through a church app, you’ll be setting yourselves up for year-long communication with those people.

That’s a huge opportunity to reach new people with sermons, events, push notifications, educational links, giving opportunities, and more!

One thing that the younger generation especially is interested in is transparency with their gifts. With an app, you have the opportunity to keep your entire community updated on what their gifts are doing in your ministry.

And, of course, we also have the basics like recurring giving built into our mobile giving platform; and, we’ve designed smart technology that can prompt people along the way to get that set up and running all year long.

One of the most interesting things we’ve seen on our own platform is that even people who have set up recurring giving through mobile technology are now able to give spontaneous gifts throughout the year.

So, not only do you have the benefit of a predictable budget from month to month, but also you’re seeing over-and-above giving happening on top of it. From a data perspective, we are seeing $1 of over-and-above giving happening for every $3 in recurring gifts.

That’s the power of simplicity and great mobile technology.

Kopplin: It’s important that technology enables the conversations around generosity. Promote your recurring giving option for donors to set a monthly amount and give all year instead of grouping it all into one month. Look back over the year’s giving, and find consistent donors who aren’t using automatic recurring giving and share your gratitude for the impact they are making in your community.

Lee: In every good e-giving solution, there’s a flag to make a gift recurring. Whether weekly, monthly or quarterly, giving with a credit or debit card or ACH is easier; members set it up once and it’s done. It doesn’t matter whether they’re on vacation, can’t make it to a Sunday service, or get to church and don’t have cash or a checkbook — they still have an avenue to give.

— Reporting by RaeAnn Slaybaugh

M A X I M I Z I N G Y E A R - E N D G I V I N G : A R E M O T E R O U N D T A B L E D I S C U S S I O N • CHURCH EXECUTIVE

7

Enabling cashless

generosity By the DipJar Team

But, there’s good news, according to Giving USA’s annual philanthropy report: Americans want to be generous.

But all of these strategies have proved challenging. No one wants to spend time at a party completing a paper credit card donation form. Older donors don’t have the patience to struggle through a dongle donation or the trust to hand over a credit card to be swiped on a volunteer’s phone.

The good news is that people attending your events are ready to give. With lower-friction tools for ticket sales, raffle entry, and “just because” donations at the gala table or fair activity, these events can be huge moneymakers.

Even more, a modest ask that’s easy to answer makes for a great “gateway gift,” especially for younger donors who can’t afford to write a big check or sign up for an annual gift. A small donation cements the organization in their mind as one they support — and can drive bigger involvement down the line. Behavioral psychologists have long understood this effect (the “foot in the door” phenomenon), and you can leverage it to create future big-ticket donors today.

Americans gave more money to charity last year than ever before. But, they also want generosity to happen on their terms; they want giving to be fast and easy, and they want to see the work they’re supporting, firsthand.

Here are some ideas about capitalizing on contextual giving opportunities to tap into new donations and donors — at year-end and year-round.

Empowering chapters and volunteers Some causes are less concerned with how to fundraise from their visitors or event attendees; instead, they want to know how to empower their volunteers. If a church’s congregants want to go out and collect donations themselves, they need tools to foster fundraising in a way that’s authentic to the volunteer but still manageable from the home base.

On-site collections Many causes are lucky enough to see their beneficiaries each and every day — or, like churches, every week. Their shared challenge is in how to turn these beneficiaries and supporters into donors.

Folks don’t have checks, and they don’t want to fill out paper pledge cards.

They might respond to an annual mail solicitation, but how do you get a donation in the midst of a face-to-face encounter with the community?

These are the challenges our team addresses as makers of donation boxes for credit and debit cards. All you have to do is plug them in, and you’re up and running. Donors simply “dip” their cards to leave a joyous, one-step donation.

Churches nationwide (as well as major institutions, like the New York Public Library) have unlocked donations by placing DipJars where potential supporters are having meaningful experiences. Even without cash or checks in their pockets, they can give.

Enter the future It’s challenges like these that our platform — which aims to enable in-person generosity — was designed to overcome. Our hardware and software can be deployed on-site, at events, and with volunteers — all enabling a one-step, joyful donation that’s a perfect foot-in-the-door gift.

It’s a tough time to be raising money out in the real world.

Potential donors aren’t carrying cash to drop into collection boxes, and they’re not responding to alternative calls to action in person or online. Long-time donors are dropping off of campaign rolls, and prospective supporters aren’t making their way onto them.

Find out how DipJar works online.

Donor engagement at events Events are essential ways to engage steadfast supporters and create new ones, whether it’s the annual gala or the weekend fair.

How do nonprofits increase donations at events? First, there’s the price of admission and the sale of raffle tickets. Second, there’s the “just because” donation solicitation — by check, credit card pledge, dongle donation (e.g., with Square), or text to give.

8

CHURCH EXECUTIVE • M A X I M I Z I N G Y E A R - E N D G I V I N G : A R E M O T E R O U N D T A B L E D I S C U S S I O N

churchexecutive.com

WANT MORE DONATIONS? UPGRADE YOUR DONATION BOX TODAY.

Learn how DipJar — the donation box for credit cards — collects more in-person donations for your church, easily and securely.

dipjar.com/learn

“

I love the ease of use, branded Salvation Army red units, and delight of the

confirmation sound. It’s also wonderful to work with a company that offers such personal and customized campaign support. The DipJar team has been amazing

to work with. They are true professionals who understand the world of philanthropy

and business and I’ve been very impressed by them and their process every step of the way.

Maria Todaro Corporate Relations Manager, Salvation Army for the USA Western Territory

to spark the DNA of generosity for year-end giving By the easyTithe team

It’s the time of year where donors feel the most charitable and search for causes that they can relate to and support, resulting in an influx of giving activity for churches and faithbased organizations alike.

Because of this opportunity for increased donations, it is critical that churches develop a plan that better organizes fundraising, promotion, and communication efforts to maximize year-end giving potential.

Before going to the effort of constructing an annual giving campaign, churches might wonder if people are still involved in giving. According to a recent study, charitable giving increased 2% during 2015, while the faith-based sector actually grew 3%, making it the fifth consecutive year for overall growth in charitable giving.

The same study also shows that charitable organizations received the highest percentage of donations during the month of December, at 30%, and approximately 12% of all yearly giving occurred during the final three days of the year. All these statistics show that there are plenty of active givers out there; it’s just going to take planning and strategy to create a successful message that resonates with donors to inspire them to give. #1: Finding ways to get contributors involved on an emotional level is a great way to increase interest. People are more likely to give to a campaign if they feel an emotional connection. By hosting campaigncentered events, such as volunteer opportunities, churches help develop that connection by fostering a better understanding of what donor contributions are benefitting. #2: Using an already established event or effort is also a great way to launch an annual generosity campaign. #GivingTuesday, now in its fifth year, harnesses the power of social media to inspire generosity and unite people for a worldwide day of giving. In 2015, #GivingTuesday donations increased 52% from the prior year, so the expectations for giving this year are running at an all-time high. #3: Offer multiple giving options. Even after completing all the steps to create and implement a compelling giving campaign, potential donors can feel discouraged if the giving process seems too complicated or timeconsuming. Churches can combat this by setting up multiple giving options, such as online, text and kiosk giving. This way, donors who don’t rely on cash or checks are able to give in the format that works best for them — and that can often lead to increased donations.

Additionally, it’s a great time to educate your members on the availability of recurring donations to meet their pledge goals during your year-end campaign.

10

#4: To get the word out, make sure to promote year-ending giving initiatives by announcing campaign efforts in advance. With holiday shopping and travel, donors might need to think about how they can fit in giving; however, the earlier the communication process starts, the more time they have to budget accordingly.

Also, with members missing services to visit family and friends, printed flyers and meeting announcements might not reach everyone. To ensure they are receiving messages regarding giving opportunities, employ social media and email to reach those who might be out of town or entertaining holiday guests. #5: Say thank you! After a year-end giving campaign has taken off, it might be easy to think that the work is over; however, putting in the effort to sincerely thank donors now can keep them engaged in giving throughout the year. A good way to accomplish this is to send specific notes detailing how a donor’s financial and time commitments have been essential to the church’s success and has helped propel its ministry.

Sharing personal stories of those whom the church has served over the past year and how their lives were changed through these efforts also serves to connect donors to a specific cause.

Remember that donors allow a church to fulfill its mission and profoundly impact the lives of those it serves. A generic response lacks the sincerity they need to fully understand how they have made a difference, so an earnest thank-you letter becomes crucial in showing them true appreciation and gratitude. Providing a heartfelt response will not only make donors feel appreciated, but will also inspire them to remain involved in the church’s mission for years to come because they feel that they have individually made a difference. Creating this DNA of generosity in your church takes time, and there is no time like the present.

About the authors: Founded in 2001, easyTithe provides easy and convenient donation solutions and reporting tools for churches, ministries and non-profit organizations. Currently serving more than 7,000 churches in North America, easyTithe provides best-inclass customer support and focuses on innovative features geared to increase giving. Offering secure one-time and recurring giving options across several platforms — such as kiosks, online and text giving — means more donors are encouraged to give, more often.

CHURCH EXECUTIVE • M A X I M I Z I N G Y E A R - E N D G I V I N G : A R E M O T E R O U N D T A B L E D I S C U S S I O N

churchexecutive.com

easyTithe has multiple giving options that donors love and the customized administration features you’ll never want to be without.

With pricing starting at $0, now is the perfect season to give your church the easy giving of easyTithe!

www.easyTithe.com 1-888-778-4843

to turn year-end donors into regular givers

By Tobin Perry

In years gone by, church donors were constants. Challenged by the biblical teachings on tithing, believers became accustomed to giving 10 percent of their income.

Redeemer Presbyterian Church Elevation Church Saddleback Church Northpoint Church NewSpring Church The Village Church Christ’s Church of the Valley

Not everyone tithed, of course. In fact, much like today, most didn’t. (According to George Barna Research, only about 5 percent of Americans tithed in 2012. But those who did, gave regularly — every time they got paid. That worked well for churches with regular monthly bills (rent / mortgage, utilities, pastor’s salary, etc.). Giving patterns were predictable.

Not anymore.

Weekly church attendance is no longer the norm for most Americans — and, possibly, many of your donors. Churches also increasingly have donors outside of their churches — maybe even outside of their communities — who might not worship with them but want to give to what God is doing.

Many of these donors will give at the end of the year to maximize the tax benefit. We should celebrate generosity whenever it comes, but irregular giving isn’t ideal — for your church or for the giver.

So, how do you help your end-of-the-year donors become regular givers? #1: Create an annual report. Most people give to a vision — not to meet a need. Use an annual report to share your church’s unique vision and to communicate how you fulfilled that vision this year. Make it as tangible as possible. Use pertinent statistics that demonstrate how you’re fulfilling the vision (baptisms, small groups launched, new churches started, meals delivered, etc.).

You also want to make sure it’s as visually appealing as possible. Don’t think of it as a dry text document. If you can afford to get it professionally designed (or if you have an in-house designer), this is the piece to splurge on regarding design work.

Also, intersperse stories of people your church has impacted this year. Consider, if possible, sharing the stories via video. Send every donor a copy of this annual report with their giving statement. Here are examples of 2015 annual reports from some of America’s most prominent churches.

12

#2: Pitch your mobile app on the annual report. Maybe the most important thing you can do in your annual report is connect your donors to ongoing communication (and regular opportunities to give). If your donors are typical, they’ll spend three hours every day on mobile devices. Ninety-percent of that time is spent on mobile apps (as opposed to mobile browsers). Why shouldn’t some of that time be spent interacting with your congregation?

Use a partner like echurch to help you create an app that will keep you in touch with your donors wherever they are (and whenever they have the time to connect with you).

Here’s the best part: They won’t have to leave the app to donate. #3: Share stories via your app regularly. There’s a well-worn quote that says, “Those who tell the stories rule the world.” There’s an important alteration to that quote for anyone involved in the non-profit world (including churches). Those who tell the stories win the support of donors.

Donors want to know what God is doing in your midst. Tell those stories on your mobile app. In today’s world, you don’t have to be a multi-milliondollar media company to share compelling stories. Find a volunteer who likes to write (or who has the ability to tell stories on video).

Start simple. It’s easier than you think. #4: Encourage recurring giving. This makes it simpler for your donors to give a consistent amount in regular intervals. Your donors should be able to do this right from your church app in a few easy taps. Make a point throughout the year to remind your congregation about the availability of recurring giving. Share stories about people who are doing it.

Your year-end givers should be celebrated. Generosity — whenever it is unleashed within the world — is a living picture of who God is.

Now, help them spread that generosity throughout the year.

Written by the echurch content team. echurch is the principal supplier of Pushpay to churches.

CHURCH EXECUTIVE • M A X I M I Z I N G Y E A R - E N D G I V I N G : A R E M O T E R O U N D T A B L E D I S C U S S I O N

churchexecutive.com

Fulfilling the congregation’s giving needs can build stewardship

By Kevin Lee

During year-end giving — the giving season — churches receive one-quarter to one-third of their yearly contributions.

This is an excellent time for them to look at the giving options they offer to ensure both members and visitors can give as easily as possible.

After nearly 20 years helping more than 20,000 churches effectively manage and grow their financial stewardship, our family of customers has taught us about their unique giving needs. We’ve also conducted extensive research into the attitudes and beliefs that influence giving. One major takeaway: Churches can do a better job of reaching members and visitors if they offer electronic giving options, such as online, mobile, kiosk and text.

We’ve also learned that no one method will work for every church or every member. People want to give the same way they pay for other things; so, their choice sometimes depends on what they have with them, or where they are when they’re moved to contribute.

• A mobile app might be the most convenient option for a regularly attending member with a smartphone.

• Text-giving options might reach more impulse or occasional givers.

• A kiosk might work best for a one-time gift from a visitor.

•D uring the year-end holiday season, people who are travelling can also benefit from electronic giving because they can easily set up a recurring gift to their home church and make a one-time gift to the church they’re visiting.

In our research study of more than 1,000 churchgoers, 75 percent said they give because they believe their churches do good work that will make the world a better place, and they enjoy being a part of that. With electronic giving, they are able to give anytime they hear that call — even if it’s before or after the plate is passed, or when they’re at an event where a plate won’t be passed.

We also asked in the survey about the giving choices they had and those they wanted to use. More than 60 percent said they would choose electronic giving if their churches made it available. That preference was strong regardless of age, so it’s not just millennials who want these giving options; it’s everyone who pays bills or shops online and spends a good 14

portion of the day using a computer, tablet or smartphone. Electronic giving serves their desire for both choice and convenience.

These options are especially important during the giving season, when busy members might be unable to attend services. Electronic giving offers them an avenue to easily set up a recurring gift that continues to support the church during holidays and the rest of the year. Steady and predictable recurring contributions keep the church from experiencing budget shortfalls that can occur when weekly attendance is down from its holiday high.

Electronic giving also is of great benefit to church administration.

For example, our e-giving suite offers seamless integration with more than 50 church and non-profit-management software systems, which makes tracking and reporting contributions easier and more efficient.

With electronic giving, there’s no question where a gift came from.

Integrating electronic giving with church software makes pulling a report easier for the staff, and it creates an instant record of the gift for the church and the giver.

And, electronic gifts are more secure than cash or check. This can be critical during the giving season when church staff is handling about 2.5 to 3 times the average weekly volume of contributions.

Offering e-giving is just the beginning Making an electronic giving program available helps churches meet the diverse needs of their congregations and provides them with access to giving they might not otherwise receive. But, choosing to begin or expand an electronic giving program during the giving season — or any time of year — won’t immediately increase financial stewardship.

Once the system is in place, churches have to keep members and visitors informed about their options, and encourage them to use those options regularly. However, with so many already accustomed to banking and shopping online and through mobile apps, the opportunity to reach more givers is clear and within reach of every church, regardless of size.

Kevin Lee is CEO of Vanco Payment Solutions in Atlanta and founder of Voices on Stewardship.

CHURCH EXECUTIVE • M A X I M I Z I N G Y E A R - E N D G I V I N G : A R E M O T E R O U N D T A B L E D I S C U S S I O N

churchexecutive.com

Transforming

Giving Meet the diverse giving needs of members and visitors during the holiday season and throughout the year with our full suite of electronic giving solutions.

Online | Mobile | Text | Kiosk Let them choose the method they prefer and you’ll get the added benefit of receiving spontaneous gifts as well as steady and predictable recurring donations.

To learn more about the benefits of embracing e-Giving, get our case study, 70% Growth in Online Giving Leads to 20% Lift in Overall Donations. connect.vancopayments.com/cem 800-675-7430

Maximize year-end giving with giving statements

By Matt Crane It’s that time of year. All your members are rushing to submit their year-end gifts before 11:59 p.m. on December 31st. Well, maybe not all your members, but at least the cheerful procrastinators that make up a significant percentage of your congregation.

16

Increasing generosity As your members are making the mad rush to get their gifts in, you’re lying in bed awake at night wondering, Did we give our members every opportunity to give in a way that is familiar and comfortable? Do they know they can give online, on their mobile phone, text to give? or Did we remind everyone to give before the end of the year?

Hopefully you have a software platform that is comfortable for your members and allows them to give simply and easily.

There is one other very important thing you can do to maximize your year-end giving: help maximize generosity by making sure it is easy for your members to see and get their giving statements.

Statement delivery Statements don’t have to be sent by snail mail. When asked, most members like to receive their statements electronically, and it will save your church the cost of postage. The best way to send them digitally is by creating an email to givers with a link to check their online profile. This will allow them to see their giving year to date (YTD). The YTD giving is also a great place to present an additional “give now” button. These buttons statistically generate larger gifts than other places on your website.

If members don’t have a way to check their giving progress YTD online, it might be time to consider an upgrade.

Statements aren’t just for taxes Nothing is wrong with giving your members a reminder of their giving goals. One of the best methods to deliver this reminder is in a giving statement.

Your statements can be sent on a regular basis; there is no need to wait until the end of the tax season. When done quarterly, there is an increase in the overall giving amount, in comparison to one annual gift.

However, sending them out before that last 48 hours of the year will serve as a reminder to give.

Communicate impact Remember: statements are not just to report transactions. Statements are also to show your members how their generosity is making an impact on the kingdom and to say thank you — whether they have given over the course of a year or have made a last-minute contribution.

Matt Crane has spent the last 13 years working on technology initiatives for the church and is currently the Relationship Manager for Vision2 Systems, a leading provider of giving software for the church. You can find more about Vision2 at Vision2systems.com.

CHURCH EXECUTIVE • M A X I M I Z I N G Y E A R - E N D G I V I N G : A R E M O T E R O U N D T A B L E D I S C U S S I O N

churchexecutive.com