Year-end fundraising playbook for churches to launch a digital giving campaign

There’s something unique about the final weeks of the year. The worship center is glowing, churches are buzzing, and hearts are unusually open. For churches, this is one of the most generous moments of the year.

A well-planned year-end fundraising campaign can do more than close your budget gap; it can energize your congregation’s generosity, reach new donors online, and set a strong foundation for the new year.

This playbook walks through everything your team needs to design and launch a successful digital giving campaign, from planning and messaging to tools, channels, and follow-up.

Set the stage for year-end giving

Before you design graphics or write your first email, pause to define your audience.

Every church has multiple donor types: new donors who give online for the first time, recurring donors who’ve automated their generosity, and lapsed givers who may be inspired to return. Each group needs a slightly different message and next step.

The calendar also matters. The December 31st deadline drives urgency, and most nonprofits and churches in the United States receive up to 30% of their annual donations in December alone. The holiday season is prime time for charitable giving.

Use your digital channels intentionally: email, social media, text, your church app, livestreams, and your donation page all play a part.

Campaign goals that guide your effort

Every effective fundraising campaign starts with a clear target. Decide early what you’re aiming for:

• Total donations: Set a specific dollar amount for your year-end giving goal.
• Recurring gifts: Plan to grow recurring donations by a certain percentage.
• New donor count: Track how many new givers join your mission this year.
• Matching gift activation: Secure one or two matching gift sponsors to double impact.

Use Pushpay Insights to monitor these metrics weekly and adjust as needed. Data gives clarity, but the story behind it—lives changed, ministries funded—is what moves people to give.

Embrace digital fundraising trends

The world of digital fundraising continues to evolve, and your church can take advantage of it:

• Frictionless mobile giving: Make giving as simple as a three-second tap on a mobile device.
• Payment reliability: Pushpay’s Everygift suite offers features like Assured® Payments and Failed Payment Recovery to keep giving steady, even when traffic spikes near December 31st.
• Recurring Suggestion: Intelligent prompts at checkout encourage donors to turn one-time gifts into ongoing generosity.

These tools turn convenience into connection and that’s where sustainable generosity grows.

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Craft a message that inspires action

Your message should do two things: celebrate what God has done through your church this year and invite your audience to be part of what’s next.

Keep your copy clear and heartfelt. Replace generic appeals with specific stories: a student baptized, a family served, a mission trip funded.

Use social proof to reinforce trust. Share real impact stories, testimonials, and short video clips. And give each campaign asset a single, clear call to action like “Give now” or “Start your recurring gift today.”

Build a donation page that converts

Think of your donation page as your digital welcome table. It should reflect your church’s personality while making generosity effortless.

Checklist for your year-end giving page:

• Branded header and short impact statement
• Preset gift amounts and a recurring toggle checked by default
• Matching gift prompt (if available)
• Mobile-friendly design
• One-click payment options

Offer multiple paths to give—online, via text, through your app, QR codes, or kiosks—so every donor can choose the easiest route.

Activate your communication channels

Email: Plan a three-email series around awareness, impact, and final-day reminder. Personalize each message and include clear “Give Now” buttons linked to your donation page.

Text and push notifications: Use timely reminders and quick encouragements like “There’s still time to make your year-end gift!”

Social media: Tell your story in short, visual bursts. Share countdown graphics, ministry highlights, and gratitude posts throughout December.

App notifications: Use rich push messages to direct users straight to your campaign fund, and pin giving opportunities to your app home screen.

The key is rhythm, not repetition. Each touchpoint should add new energy to your campaign.

Strengthen your recurring donor base

Year-end giving is the perfect time to invite donors into sustained generosity.

Encourage recurring donations by:

• Asking immediately after a successful one-time gift
• Including a recurring option in every email or form
• Following up in January with a thank-you and invitation to continue monthly

Pushpay’s Recurring Suggestion feature can automate these invitations at just the right moment.

Matching gift and Google ad grant

A matching gift doubles impact and motivates donors. Even a small match ($5,000–$10,000) can spark momentum during the final week of December. Feature it prominently on your donation form and in every campaign email.

If your church qualifies, apply for the Google Ad Grant—it provides up to $10,000 per month in free search ads. Use that to reach potential donors searching for terms like “year-end giving” or “church donations” and direct them to your campaign page.

Host a virtual event that connects

A virtual event adds heart and community to your digital giving campaign. Consider:

• A live stream worship night or prayer service that includes giving opportunities
• An online “Impact Sunday” highlighting ministries supported by donations
• A year-end gratitude event streamed through your app or website

Integrate on-screen QR codes or donation links and celebrate generosity live.

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Plan your timeline from thanksgiving to january

Here’s a simple rhythm your team can follow:

• Late November: finalize graphics, giving page, and campaign funds.
• Dec 1–24: share weekly ministry stories, encourage recurring donors, and test all giving links.
• Dec 25–31: ramp up daily reminders, run a final livestream or video message, and send a deadline email on December 31st.
• January: send thank-you notes, impact updates, and IRS-compliant giving statements.

Consistency builds trust and trust fuels generosity.

Make gratitude your final word

When the campaign closes, don’t go silent. Gratitude is the glue that keeps donors connected.

• Send an instant receipt and a next-day thank-you email.
• Follow with an impact story a week later.
• Post a short “thank-you reel” in your app or on social media.
• For major gifts, mail a handwritten note from your pastor or team leader.

Generosity grows when donors feel seen, known, and appreciated.

Track results and celebrate impact

Use Pushpay Insights to monitor which channels drove the most donations, how many new donors gave, and which recurring givers stayed active.

Pull lists of new, repeat, and at-risk donors for personalized follow-up in the new year. Share the wins with your congregation—celebrating isn’t just fun; it reinforces the power of collective generosity.

Ensure compliance and build trust

Remember to issue IRS-compliant giving statements by January 31st. Electronic statements are valid in the U.S. as long as they include required details. Every Pushpay donor automatically receives a confirmation email and can access their statements anytime through your church app or giving portal.

Transparency builds confidence. When donors trust your processes, they give again.

Ready your team and launch boldly

Your church doesn’t need a massive marketing budget or a staff of specialists to run a strong digital campaign. You need clear goals, a unified message, and tools that simplify giving and connection.

As you head into the new year, use this season to reintroduce your church’s mission, inspire generosity, and create lasting connection. Because when technology works in harmony with your message, your church can reach more hearts—and fund more ministry—than ever before.

FAQs

How can my church prepare for a year-end giving campaign?
Start by setting clear goals—like total donations, new donors, or recurring gift growth—and defining your audience. Use Pushpay Insights to track progress and adjust your strategy in real time.

Which digital channels are most effective for year-end fundraising?
Your giving page, email series, social media, text messages, and church app all play vital roles. Consistency across these channels builds awareness and engagement throughout December.

How can we encourage recurring giving during a year-end campaign?
Invite one-time givers to make their gift recurring at checkout using Pushpay’s Recurring Suggestion feature. Follow up in January with a thank-you email and a personal invitation to continue monthly.

What’s the best way to design a donation page that converts?
Keep it simple and branded. Include preset gift amounts, a default recurring option, and clear impact language. Offer multiple giving methods—online, app, text, or kiosk—to remove barriers for donors.

Can matching gifts really increase donations?
Absolutely. Even modest matching offers can motivate donors to give before the deadline. Feature your match prominently on your giving page and in all year-end communication.

Does Pushpay help with compliance and giving statements?
Yes. Pushpay automatically issues IRS-compliant digital giving statements by January 31 and provides donors 24/7 access through your church app or giving portal.How can we measure the success of our campaign?
Use Pushpay Insights to see which channels and messages drove the most engagement. Track metrics like total gifts, new donors, recurring givers, and donor retention to guide future campaigns.ions and increases gift success—all while keeping generosity data in sync across the platform.

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