The end of the year is a special time for churches and their congregations. It’s a time for reflection, gratitude, and giving.
One important tradition during this season is the end-of-year giving letter, a sincere message from the church to its members and supporters. In this article, we’ll explore how to write an effective letter that not only expresses gratitude but also inspires continued support for your church’s mission.
Key Components of the Letter
A successful end-of-year giving letter includes several key components:
1. Warm and personal greeting: Address your congregation by name, if possible, and open the letter with a warm, inviting greeting.
2. Express gratitude: Begin by expressing sincere thanks for the continued support of your congregation. Highlight specific ways their generosity has made a difference.
3. Recap achievements and milestones: Summarize the church’s achievements and milestones from the current year. Celebrate both spiritual and community accomplishments. For example, maybe the annual church picnic reached an all-time high in attendance this year.
4. Clear financial updates: Include legal and tax disclosures as needed and provide a transparent and easy-to-understand breakdown of your church’s financial situation. This demonstrates accountability and trust.
5. Highlight impact: Share stories and testimonies that illustrate the impact of donations on individuals and the community. Make it personal and relatable.
6. Call to action: Encourage end-of-year giving by outlining the specific needs of the church and how donations will be used to further the church’s mission. Be specific about how they can contribute, where to send their donations, and what contact information to use for any questions.
Understand Your Audience
Your congregation is diverse, and their motivations for giving vary. Some might give out of a deep sense of faith, while others may be motivated by the church’s vision and impact on the community. Tailor your letter to resonate with the unique reasons your congregation supports your church.
You could also consider segmenting your audience into different groups and creating a letter variation for each group.
Writing Style and Tone
Choose a tone that aligns with your church’s culture and the message you want to convey. It can be heartfelt, inspirational, or informative, but it should always be authentic. Find the right balance between a formal appeal and a personal connection.
Keep the language clear and accessible, avoiding jargon and overly technical terms that might confuse or alienate readers. Additionally, avoid fluff that the readers can get lost in.
The Design of the Church Giving Letter
Pay attention to the layout, formatting, and overall design of the letter. Ensure the letter is visually appealing by incorporating legible fonts and visuals. Use photographs and images that tell a story and connect emotionally with your readers. Infographics or charts can be useful for illustrating financial data, and you could also include a bulletin with upcoming events.
Different Types of Contributions
Providing different ways to contribute makes it easier for parishioners to get involved. Make sure to clearly communicate how individuals can make each type of contribution, including contact information or links to relevant forms.
You can encourage:
- Volunteering
- Online giving
- Monthly giving programs
- Planned giving donations
- In-kind donations (such as supplies, equipment, or services)
Let the reader know if there are specific in-kind donations the church is in need of. This way, you won’t be left trying to store items the church doesn’t currently need.
Final Touches
Ensure the letter is clear, accurate, and free from grammatical errors, typos, or other mistakes. A polished letter reflects professionalism and care. It often helps to get a second pair of eyes on the document, making sure you didn’t overlook anything.
The Importance of Timing
Timing is crucial when it comes to maximizing the effectiveness of your giving letter. Sending it in early December allows ample time for donors to receive the letter before the end of the year and make any final contributions if they wish to maximize their tax deductions.
Remember to consider your church’s overall communication schedule. Ensure that your year-end giving letter doesn’t coincide with other major communications or events (like holiday services) to avoid overwhelming your congregation.
Additionally, consider providing a brief follow-up reminder in the last week of December, whether you do that through email, social media, or church announcement. This can serve as a friendly nudge for those who want to make a last-minute contribution for the tax year.
Remember that the church end-of-year giving letter is an opportunity to express gratitude, foster a sense of community, and inspire continued support for your church’s mission and activities. When you’re concluding your letter, make sure to end on a hopeful note, expressing optimism about the church’s future and the positive impact your congregation can make together.
Dr. Tom McElheny has served as an Elder and director of Christian education for three Sarasota, Florida churches, holds advanced degrees in business and education, and is CEO of his company ChurchPlaza, which provides chairs for churches and other organizations.
