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The End of Year Appeal (EOYA) is a great opportunity to engage a different type of donor than your standard monthly one by inviting them to give a special (financial) gift in November or December. 


No time to write an end of year appeal? We made a bunch of templates so you can plug & play.  Check out this page.


UI Steps
Multiexcerpt
MultiExcerptNameSeek the Lord
shouldDisplayInlineCommentsInIncludesfalse
UI Step

Seek the Lord's Direction

Expand
titlePrayer prompts might include....
Put
  • Jesus, put my heart in the right place when it comes to this appeal. What do I need to surrender to You?
  • Help me to be generous and a cheerful giver as I am also inviting donors to do the same. 
  • What is the vision or need you want me to present? 
  • Who do you want me to invite to give?
  • Is there anyone I need to be reminded of that I don't normally ask? 
  • How much are You directing me to raise?
  • Will You give me the capacity/ bravery/ diligence to ask individuals and faithfully follow up with them? 

Scripture to reflect on:

  • Matt 6:19-21
  • 2 Corinthians 9:7
  • Hebrews 13:16



Multiexcerpt
MultiExcerptNameDetermine an amount
shouldDisplayInlineCommentsInIncludesfalse
UI Step

Determine an amount

Expand
titleHow much is the Lord challenging you to raise? It's ok for it to feel "big."

Hint: It's not about the money.It's about giving people an opportunity to invest in something they care about.

Expand
titleIf you have a monthly shortfall or backpay...

Take your monthly shortfall (support goal - promises) x 15 + backpay  OR  $10,000; whichever you feel better about setting as your goal.

Expand
titleIf you have a special need...

Make it known. 

Expand
titleIf your account balance is healthy...

If your account balance is healthy, you may be wondering if you should still do an end of year appeal. Ellis Goldstein, MTD Specialist at CRU, advises, “You build in times of strength to help in the lean times.” Think of the wisdom of Joseph in keeping storehouses of grain in preparation for the years of famine. Consider a goal of raising $10,000 in this end of year appeal. 

Can't decide? Try starting with a $10,000 goal. 



Multiexcerpt
MultiExcerptNameGather Your Names
shouldDisplayInlineCommentsInIncludesfalse
UI Step

Gather your names

Expand
titleSearch toolbox for one-time givers who...

Since the year-end appeal resonates with a different type of giver than your normal monthly donor, you'll need to pull some reports to discover who would be strategic to invite into this opportunity. 

Those you want to invite to give at year-end include:

  • High-capacity donors – Wealthy individuals.
  • Irregular givers – Can’t or don’t give monthly due to unpredictable income.
  • Prompted givers – Only give when asked.
  • Year-end givers – Prefer to give at the end of the year.
  • Potential givers – You want to invite them into giving but aren't sure how to start the conversation.
  • Re-engagement givers – You’ve asked before (maybe awkwardly) and want to try again.

This type of appeal is usually not for: 

  • Recent special ask folks – You’ve asked them for a gift in the last 6–9 months.
  • New team members – Joined your team recently (within 6–9 months).
  • Potential monthly givers – You’re planning to ask them to start monthly giving.
Search toolbox for one-time givers

Run reports and build your list: 

  • Search Toolbox for special gift donors who gave $500< in a single gift
in
Can you approve/ publish that page? 
  • if you have supporters who gave multiple times in 3 yrs, just count them 1x
      •  
      • If all the people in this report give this year the same amount they gave previously, how
    lets say all those ppl give what they gave last time. How
      • much does that add up to? Is
    that
      • that close to meeting your year-end ask
    amount
      • goal? If not, you might want to change your search parameters
    . 
  • Reminder: For this, you want to appeal to a different type of giver than your regular monthly donor. Those you want to invite to give at year-end include: irregular givers, those who only give when asked, higher capacity donors, those who tend to give at year-end. 
      • and also ask the Lord to show you who else to add to your contact list. 
    • Look at your Mail Chimp engagement. Add to your list the people who are reading your prayer letters but not currently giving. *If you don’t have Mail Chimp, just look at your prayer letter list and consider including those who have never given. 


    Multiexcerpt
    MultiExcerptNameTake a snapshot
    shouldDisplayInlineCommentsInIncludesfalse
    UI Step

    Take a snapshot of your giving

    Expand
    titleBEFORE you send an appeal

    Take a snapshot of your current giving so you can see who gives or increases in the coming months. 

    • From Toolbox, go to MTD Reporting/Received Gifts/filter by recurring. Print or save for your records.

    JANUARY: Compare giving to that snapshot to see if anything changed. 



    Multiexcerpt
    MultiExcerptNameChoose your method
    shouldDisplayInlineCommentsInIncludesfalse
    ui- Ask + Follow upui-ui-
    UI Step

    Choose your method

    pick
    Expand
    titleThe 1:1
    Invitation (20-40 people)

    Choose 

    20-40 people to engage one-on-one.

    Plan to personally

    The one-on-one, personal invitation to give is the key component to an effective year-end appeal. 

    1. Personally invite them to give. Phone call, Zoom or in-person
    . 

    Personal Follow-up call/ text. 

    1. . DO NOT SKIP THIS STEP.

      📱 Text — Send a quick heads-up that something meaningful is coming.
      📧 Email/Physical Mail — Share your full appeal letter with vision, invitation, and giving info. PS: We'll write your letter for you!
      📞 Phone — Follow up personally to invite them to give, connect, and answer questions.

    2. Snail-mail something. It can be an "I'm thankful for you" card around Thanksgiving, your year-end appeal letter, a prayer magnet, etc. 
      1. If you'd prefer a relational primer before inviting them to give, send the snail-mail first during the week before Thanksgiving. 
    3. Personally follow-up with a call/ text.  
    4. Send an electronic reminder on Giving Tuesday. This could be a simple text, an emailed copy of your year-end appeal, a Merry Christmas gif, a text asking how you can pray for them in the coming year, etc. 
    5. Around December 15th - follow-up
    6. Around December 25th - Merry Christmas message
    7. Around December 30th - follow-up

    This aligns most with the philosophy of the End of Year Appeal; that this appeal speaks to a different type of donor than your monthly one. It attracts irregular givers, those who only give when asked and those who tend to be higher capacity and customarily give at year end. 

    The process:

  • 1:1 Ask, then send Thanksgiving card = good if you want to get ahead of the pack
  • Thanksgiving card then 1:1 ask = good if you want a relational primer before inviting them to give. 
    • Elements: *arrange

    Elements: *Pick what you want. Arrange in any order you wish.

    • 1:1 invitation to give (phone, video call, in person, etc). Aim to do this the week before Thanksgiving.
    • card or any snail mail - no ask, just relational/ I'm thankful for you. Doesn't have to include a pic, but if it does, don't feel like it has to be perfect. Selfie & move on.
    • 1:1 follow up (phone or text)
    • mass letter "spaghetti against the wall" - sometimes will produce new irregular givers with
    which
    • whom you can engage later.
    • mass follow up
    after-xmas reminder
    • On Giving Tuesday, follow-up on your giving invitation (personal follow-up for your 20-40)
    • Around December 15th, send a second follow-up
    • Around December 30th, last follow-up (personal follow-up for your 20-40)
    • Bonus points
      • Magnet or small gift (key, bookmark,
    bracelet
      • rock, etc)
      • an extra follow up
    • If you tend to have a hard time inviting people to give at year-end because you feel like you haven’t done a good enough job of cultivation, check out Steps 1& 2 of Revisiting Cultivation
    Expand
    titleSpaghetti against the wall
    (Everyone)

    The week before Thanksgiving, send a letter to

    Throw it at

    everyone; anyone who has ever given + prayer partners. See what sticks.

     

    Include a pic in your appeal. Doesn't have to be perfect. Selfie & move on.

    Follow-up:

    • OnGiving Tuesday
    • Around December 15th
    • Around December 30th
    Expand
    titleHybrid
    (1:1 + Spaghetti)

    This approach sends an appeal to everyone but engages one-on-one with a select group of 10-40. 

    1. The week before Thanksgiving: Send your appeal to everyone. 
      1. Snail mail or email

    EOY Letter Template

    Send to your entire team
      1. (anyone who has ever given + prayer partners). Include a pic. Doesn't have to be perfect. Selfie & move on. Snail mail is most effective, with a copy sent a few weeks later via email as a soft follow-up
    .Then pick 20-40 to engage one-on-one
      1. . 
      2. Consider including a ministry magnet in the mailing (for your 20-40
    or all).
      1. )
    2. Engage one-on-one with your select group.
      1. Phone call, Zoom or in-person. 10-40 people. DO NOT SKIP THIS STEP.
    3. Snail-mail something to your select group.
      1. It can be an "I'm thankful for you" card around Thanksgiving, your year-end appeal letter, a prayer magnet, etc. 
      2. If you'd prefer a relational primer before inviting them to give, send the snail-mail first. 
    4. On Giving Tuesday: mass follow-up with everyone. 
    5. ~ December 15th: Personal follow-up with your select group.
      1. This could be a simple text, an emailed copy of your year-end appeal, a Merry Christmas gif, a text asking how you can pray for them in the coming year, etc. 
    6. ~ December 25th - Merry Christmas message
    7. ~ December 30th: Send a reminder


    Multiexcerpt
    MultiExcerptNameBuild your materials
    shouldDisplayInlineCommentsInIncludesfalse
    UI Step

    Build your materials

    Templates: 

    Letter *Does this need to be a template on ChalkLine? If so, do I work with Amber on that?

    magnet  *Waiting for template to upload in Reliant's store so I can link here. 

    Thanksgiving Card  *Do we care about a Reliant-branded one or can we use these? Also, do we want to do an EOYA Bundle with all 3 of these? 

    UI Step

    Build your materials

    Expand
    titlePrinted & Electronic Pieces

    2024 printing/mailing deadlines
    Orders from ChalkLine can be paid directly with your Reliant Fund Number. ChalkLine can also drop-ship printed pieces directly to your recipients.

    Expand
    titleAddresses Lists
    • Download addresses for all your donors direct from Toolbox: MTD Reporting: Donors: Filter (All, Active, etc. You choose): Tasks: Download CSV 
    • Prayer partners who have never given should be on your prayer letter list. It's ok if you only have email addresses. Just email them. If you have phone numbers, consider texting a heads up, emailing the appeal, then texting a follow-up for a select few people. 
    Expand
    titleScripts
    Script
    Email 

    Cool new feature: Order from our ChalkLine store and pay with your Reliant Fund Number! ChalkLine can even mail printed pieces for you directly to your supporters. 

    UI Step

    Enter the contest! 

    Send a copy of your end of year appeal to MTD@Reliant.org be entered into a drawing for a fabulous prize.

    UI Step

    Track your giving

    Now: Take a snapshot of your current giving so you can see who gave or increased in the coming months. Keva, take Jesse's tutorial and make it a Solomon page, then link here. 

    Monthly: Compare giving to that snapshot to see if anything changed. 

    And thank donors accordingly. 

    Prompts

    Cards, Postcards

    ...


    Multiexcerpt
    MultiExcerptNameInvite people to give
    shouldDisplayInlineCommentsInIncludesfalse
    UI Step

    Invite people to give! 

    Aim for your invitations to hit the week before Thanksgiving. This puts you ahead of the pack and gives more opportunities for reminders and follow-ups. 

    If you'd prefer a relational primer before inviting someone to give, send a snail-mail or email piece. This can be an "I'm thankful for you" card around Thanksgiving, your year-end appeal letter with a hand-written note, a prayer magnet, a postcard, etc.


    Multiexcerpt
    MultiExcerptNameFollow up
    UI Step

    Follow up!

    Our MTD efforts are most effective when there's a personal invitation to give, then some follow-up until a decision is made.

    Follow-up can include text messages, phone calls, emails, snail-mail letters, greeting cards, postcards, video messages, video calls, and other Creative Ways to Connect.

    Expand
    titleSample follow-up timeline
    • On Giving Tuesday, personally follow-up on your giving invitation 
    • Around December 15th, send a second follow-up
    • Around December 25th, Consider a "Merry Christmas" message (no mention of support)
    • Around December 30th, last follow-up
    Expand
    titleSample follow-up scripts/ emails/ texts



    UI Step

    Thank your donors & praise Jesus

    Expand
    titleDiscover who to thank
    • Compare your giving snapshot to your current giving to see who increased.
    • Pull special giving report. Here's how. 
    Expand
    titleWrite thank you cards
    Expand
    titlePlan to continue the conversation by showing how the gift made an impact, connecting personally, then inviting another giving opportunity.

    Excerpt Include
    MH:You Got a Special Gift! Now What?
    MH:You Got a Special Gift! Now What?
    nopaneltrue

    Celebrate what the Lord has done! Ps 126:3



    Additional Resources