It's the home stretch. This is the time when many ministries will receive up to 30-50% of their giving--in a single month. It's remarkable what takes place at this time of year. The question is whether your ministry is prepared to receive these kind of year end gifts.
First, what drives year end giving? Quite simply, it's the charitable deduction. Many people come to year end and are calculating their tax liability they will owe. In order to reduce that tax liability, they, and their financial professionals will often encourage them to increase their giving so they get additional deduction and thereby reduce their tax liability. In order to get the deduction, they must have their gift postmarked by December 31. If they don't, they lose the deduction and have to pay more tax.
Second, as people face their year end giving, many do so without any real plan. They rely upon charities to send them letters. They'll read those letters and make gifts to the ministries which most catch their interest. So one key message for ministries, make sure you send a year end letter. In the year end letter, highlight your past achievements from the year, but then lay out where your future growth opportunity is. Then make your appeal. Be sure that you make your appeal big enough. If you need help writing a year end letter, talk with Connie Hougland at the Servant Christian Community Foundation. She works with many ministries around the country. She can be contacted at chougland@servantchristian.com.
Third, as you look at your year end opportunities, go visit some of your key donors in person. There's nothing like a face to face session to say (a) thank you, (b) catch them up on your ministry, and (c) make your ministry needs known.
Fourth, make sure you have online giving options. Even consider having a year end message on your website. Online giving options should include not only information about sending checks, but should have credit card options.
Fifth, don't stop with just credit card options. Make sure you have the opportunity for people to make non cash gifts: gifts of stock, cars, boats, RVs, collectibles, jewelry, timeshares, inventory. There are literally billions of dollars of non cash opportunity. For instance, the National Kidney Foundation receives about 10+ million dollars of cars each year.
For a great non cash option, you can go to www.idonate.com and get this set up on your website. This link can be set up in a few days--just in time for that year end appeal letter.
--William High is the President/General Counsel of the Servant Christian Community Foundation (www.servantchristian.com). He may be contacted at whigh@servantchristian.com.