Did you know that almost 20% of all charitable giving occurs during the month of December? And most of that giving happens in the last 48 hours of the year. In a post last year I suggested sending one email at year end. Today, I would plan on sending 3 simple emails the last 3 days of the year to leverage those giving statistics and boost your end-of-year giving.
Here is the simple formula you can follow to maximize your year-end giving appeal:
- Prepare all three emails following the template below
- The same template is used for all three emails, with only slight modifications!
- Send email #1 on Sunday afternoon, December 29
- Send email #2 on Monday, December 30
- Send email #3 on Tuesday, December 31
Year-end Email template
- Personalize the salutation. Don’t be generic in the opening, but mail-merge the first name of your recipient(s).Dear Joe and Julie,
- Get straight to the point – make the ask and include a deadline.I’m writing to ask if you would be willing to send a special year-end gift before midnight, December 31.
- Connect the gift to the mission of your church/organization. If your vision is to “Help Everyone Become an Outwardly Focused Follower of Jesus”, then you might say:Because of your gift, we will see more people reached with the good news of Christ as we help everyone become an outwardly focused follower of Jesus.
- Give a reason for them to give now. You have a couple of different directions you could go with this, any of which will work as long as they are applicable to your situation. Some examples might include:
- Your gift is tax deductible if received by midnight December 31.
- Help us finish the year in a strong way as we prepare for the new year ahead.
- Our missions team is heading to Mozambique in January. Your gift is needed now so we can send $20,000 along to help complete the church under construction there.
- Acknowledge that we share a common purpose by connecting with the giver and saying thank you.As followers of Christ, we care about the lost in our community and around the world. I know you share our passion for reaching those who are far from God. Thank you for your ongoing support of the mission and ministry of our church.
- Make another ask with a deadline.Will you join me in making a special gift to ABC Church before midnight December 31?
- Add the closing and your signatureI love being your pastor!
- Add a P.S. – this is the most read section of your email – so make the ask one last time.Make your gift online before midnight December 31 by clicking here (LINK TO YOUR ONLINE GIVING PAGE). You can also drop a check by the church office before 5pm on December 31.
Emails #2 and #3
For your second and third emails, you can use the same template, but each one gets a little shorter. Make the following changes:
- Email #2 – Simply remove the content in bullet #5 from the first template. Keep everything else the same if you want to make it super simple, or you can change up the content you used in bullet #4 if you choose.
- Email #3 – Remove both bullets #3 and #5 from this final email. Again – you can change wording if you desire, but it really isn’t necessary. In bullet #2 you could say“Today is the day! Would you be willing to make a special year-end gift by midnight tonight?”
This is super simple – and it works. You’ll be surprised at how your giving will be impacted by utilizing this email strategy.
As you think ahead to 2020, check out the free eBooks:
- Annual Giving Statements 2019: How to Surprise and Delight Your Givers
- First-Time Givers: The Ultimate Guide to Converting First-Time Givers to Second-Time Givers
- The Big Shift: How To Engage a Less-Engaged Church Goer