As we approach the close of another year, most pastors and church leaders are thinking about one thing: year-end giving. It’s one of the most critical times in the financial life of a church. In many congregations, 15–20% of annual giving happens in December alone. Those gifts often determine whether budgets balance, ministries are fully funded, and staff begin the new year with confidence.
But after more than three decades working alongside hundreds of churches, I’ve noticed something troubling about how we often talk about this moment. We tend to make it all about the transaction.
“Help us close the year strong.”
“We’re this close to meeting our budget.”
“Your gift will help us finish the year well and start next year on solid footing.”
Those statements may be true, and they might even be necessary to communicate—but when they become the entire message, something sacred gets lost.
Because giving, at its heart, was never meant to be merely a transaction. It was designed by God to be an act of worship. A reflection of trust. A moment of spiritual transformation.
At Generis, our vision is simple but deeply needed: to change the conversation about faith and money in the American church.
For too long, the offering moment—especially around the end of the year—has been framed in practical, even utilitarian terms. “We need this much.” “We’re this far behind.” “We want to expand this ministry.” While there’s nothing wrong with clarity or accountability, we’ve allowed the transactional side of giving to overshadow the transformational side.
The Bible consistently shows us that giving is not primarily about meeting a need. It’s about shaping a heart. Jesus said, “Where your treasure is, there your heart will be also” (Matthew 6:21). The apostle Paul commended the Macedonian believers not for the size of their gift, but for the spirit of their generosity—“They gave themselves first to the Lord” (2 Corinthians 8:5).
What if our year-end giving messages sounded more like that?
What if we helped people see December not just as a chance to close a budget gap, but as a sacred opportunity to grow in generosity, deepen their trust in God, and model spiritual formation within their family?
December can be one of the most spiritually formative moments of the year for your church—if you approach it that way.
Here’s the truth: people are already in a giving mindset at year’s end. They’re reflecting on the year that’s been, considering their blessings, and often looking for ways to give back. As a church, we can either join that conversation at a transactional level (“help us meet the goal”) or at a transformational level (“let’s grow in our trust and worship through generosity”).
You can and should do both—but in the right balance.
Here’s what that might look like in practice:
1. Lead with spiritual formation, not financial need.
Begin your year-end communications with gratitude and a reminder of God’s faithfulness. Share stories of life change—people baptized, marriages restored, children discipled. Then connect generosity as a way to participate in what God is doing, not just as a way to fund it.
2. Frame giving as worship.
Use language that elevates giving to its rightful place as part of the worship experience. Instead of saying, “We need your help to close the gap,” try, “As you consider your year-end giving, take time to pray and ask how God might invite your family to worship Him through generosity this season.”
3. Model the posture of invitation, not obligation.
People don’t want to be pressured, but they do want to be invited into meaningful impact. Make sure your tone conveys opportunity, not anxiety. Replace “We have to” with “We get to.”
4. Connect giving to transformation in families.
Encourage parents to include their kids in year-end giving decisions. Help families talk about generosity at the dinner table. Ask them to think about what they’ve been given and how they can reflect God’s generosity in response.
5. Tell stories of impact—past, present, and future.
The most powerful motivator for generosity is a changed life. Tell stories of people whose lives have been transformed through the ministry of the church. Then connect those stories to the opportunity that year-end giving provides for more transformation in the year to come.
Here’s how you can build a simple, effective communication rhythm for the final 60 days of the year:
● Late October / Early November: Gratitude and Vision
Begin with a message of thankfulness. Celebrate what God has done this year and cast a clear vision for the year ahead. Don’t mention “year-end giving” yet—just re-anchor your congregation in why your church exists and what God is doing through it.
● Mid-November: The Invitation to Participate
Introduce the opportunity for year-end giving. Frame it around worship, participation, and spiritual formation. Use language like, “As you plan your giving for year-end, would you consider how your generosity could help advance what God is doing through our church?”
● Early December: Stories of Impact
Send a video or an email that tells two or three brief stories of life change from the past year. Tie each story back to generosity. People give to impact, not institutions.
● Mid to Late December: The Gentle Reminder
As the year winds down, send a few short reminders about the December 31 deadline, but keep the tone warm, grateful, and worshipful. One of my favorite phrases to use is, “As we close the year, let’s open our hearts.”
● Early January: Celebrate and Thank
Whatever happens, take time to celebrate and say thank you. Share the results of your year-end giving and highlight what those gifts will make possible in the coming year.
Of course, churches do need to finish the year strong financially. But what if we could do that in a way that also helps our people finish the year strong spiritually?
That’s the kind of win that lasts beyond December. When people give as an act of worship—when they see generosity as part of their discipleship—the impact ripples far beyond a budget line. It builds a culture of trust, gratitude, and open-handedness that will serve your church for years to come.
So yes, communicate clearly about your year-end goals. Make the need known. But let the deeper message ring louder:
“Your year-end gift is more than a transaction. It’s an act of worship that transforms hearts—yours included.”
If we can help our people see that, we won’t just finish strong this year—we’ll begin the next one with a renewed vision of what generosity was always meant to be.
As always, I am happy to have more conversation around this topic if you desire. You can find me at jim@generis.com. And also check out the Next Sunday podcast featuring Generis CEO Frank Bealer and me.
Until next time, God bless.
This blog post originally appeared on Church Leader Insider. For more information or to subscribe to Church Leader Insider, click HERE.