It is somewhat intuitive to know that a substantial amount of annual giving occurs toward the end of the year. Statistics show nearly 30% of giving occurs in December with 12% specifically on December 29, 30 and 31st!*  This is a tremendous opportunity!  However, knowing it is one thing, maximizing it is another.  Here are 5 tips on getting the word out and maximizing your year-end potential:

1. Annual Report:  Many dioceses, parishes and schools produce a stewardship report in the Fall.  This report should not only contain your financials, but a complete review of the year.  Highlight positive outcomes, new ministries, future goals and include and envelope or other means for people to share their gifts with you.  In addition to print, send a digital version containing a link to your online giving platform.  Tell your story—it is good news and invite people to connect with you!

2. IRA Distributions: Your friends who are over 70 1/2 years of age with IRA'S may make a charitable contribution and some are required to take a mandatory annual distribution.  Done properly, there are no income taxes to pay on this contribution. While seniors are aware that they need to take the distribution they may not have made the connection that they can contribute to the Church in this manner!  Clear and regular communication is key.

3. Gifts of Long-Term Appreciated Securities:  While you're making connections, gifts of stock are another responsible way to give.  Here, the contributor can receive an income tax deduction for the full fair market value of the gifted stock and avoid capital gains taxes as well. The receiving entity can then sell the securities at their appreciated value.  Good stewardship of resources benefits two-fold!

4. Repeat Your Case: If you are engaged in a recent capital campaign and some were hesitant to give during the earlier part of the year, perhaps it is time to revisit the invitation to do so.  Presenting an update on your projects and financial progress might help people make a connection to your good works and their year-end giving.

5. Other Year-End Mailings: Maximize your regular year-end communications with an update, a look forward and an ask.  The end-of-the-year mailing is usually the largest of the year - going to your entire data list.  Whether it is your Christmas Newsletter, Mass Schedule, Bulletin or Report, give readers a reason to include you in their year-end contribution list.  Highlight good news while looking forward to the coming year.

Providing people with positive reasons to give, an accounting of what they have already shared and a responsible means in which to give will maximize your year-end giving for sure! 

*Sources—Network for Good; Neon