At My Well, we talk a lot about Second Mile Support.
For us, that means we do not just hand churches a giving platform and wish them good luck. We come alongside you to remove friction, keep more of every gift in ministry, and help you build a culture of generosity that lasts beyond one campaign or one fiscal year.
Because we are a nonprofit that prices at cost, our whole model is built around mission over margins. When your church keeps more of every gift, more ministry gets done. Simple as that.
This article is an extension of that Second Mile Support. We pulled recent data from 2024 and 2025 giving reports and translated it into practical ideas you can use with your staff team, elders, finance committee, and volunteers. The goal is not to overwhelm you with stats, but to give you a clearer picture of how people are actually giving right now so you can meet them there.
You do not need a data science degree to do this. You need a few key insights, some simple tools, and a willingness to talk about giving with clarity and confidence.
So, we thought it would go the second mile and interpret for you some of the key insights and latest trends to help you find new ways to maximize Kingdom impact within your ministry.
December is still a giving powerhouse
Multiple studies continue to show that about 30 percent of annual giving happens in December, and roughly 10% to 12% of all gifts arrive in the last three days of the year. Nonprofits Source, National Philanthropic Trust, and other year-end benchmarks all land in this same range.
One recent benchmark report based on 2024 data found that December 31 alone accounted for about 5% of total online revenue.
For churches, that means end of year is not just busy. It is strategic.
Sunday is big, but most giving happens the rest of the week
Nucleus’s 2025 Church Giving Statistics report found that Sunday accounts for about 26% of gifts to churches, but more than 70% of giving actually happens Monday through Saturday.
Friday is often the second strongest day, likely tied to paydays. Giving is no longer a “during the service” moment. It’s become a seven days a week behavior.
Everyday gifts are the majority of transactions
Data summarized by Carey Nieuwhof from Nucleus shows that about 43.89% of gifts to churches are under $100 and only 2.85% of gifts are over $1,000. Those small gifts make up a modest share of total dollars, while the larger gifts represent a disproportionate amount of giving volume.
In other words, most of your people are “everyday givers” making faithful, smaller contributions. A smaller group of high-capacity givers carry a big portion of the total.
Holiday giving is concentrated and intentional
CAF America’s national survey of U.S. adults in 2024 found that 62% of Americans planned to donate in November or December, and 15 percent said they give only during that holiday window.
Year-end tax deadlines, holiday commitments, and a heightened focus on individual family needs all play a role in when people finally act on generosity they have been thinking about all year.
Reactivated donors are more likely to stick than brand new ones
Dataro’s 2025 analysis of global nonprofits showed that in 2023, reactivated donors had a 40.4% retention rate, compared to just 27.9% for new donors in the following year.
Translated for church life, that means people who used to give and come back are more likely to keep giving than people who give for the first time. Lapsed givers are not “lost causes”. They are one thoughtful touch away from re-engaging with the church.
Digital and recurring giving keep gaining ground
Recent church giving trend reports show that December brings in the highest volume and value of donations and that around 80% of gifts in many churches are now made by card. Recurring giving already accounts for more than a third of donations in some datasets.
When you make digital and recurring giving simple and normal, your financial base becomes steadier, and your people can support the church even when they are not in the building.
My Well’s 7 Practical Ways to Elevate Giving in Your Church
Stats are only useful if they can actually change what you do. Here are seven specific, realistic moves your church can make in the next 3 to 6 months.
1. Treat December 29–31 like a mini campaign
Don’t treat the last week of December as an afterthought.
Based on the data, those final three days can represent 10% to 12% of your entire year’s giving, with December 31 carrying extra weight.
Ideas you can try:
- Map out a simple three-day sequence:
- December 29: “Here is what your giving has made possible this year.”
- December 30: “Here is what is still in front of us.”
- December 31: “Last chance for 2025 gifts.”
- In each touch, include:
- A short story or concrete example of ministry impact.
- A clear, single link to give.
- A reminder that gifts count for this tax year if given by December 31
My Well helps churches build this flow in their tools so it feels natural, not heavy handed. Our Second Mile Support team regularly walks churches through this kind of year end plan and makes sure it’s pre-set and calendarized for future giving.
2. Talk about giving all week, not just on Sunday
Since more than 70% of giving happens Monday through Saturday, your communication should reflect that reality.
Practical steps:
- Add a brief giving reminder to your Tuesday or Wednesday email. This can be as simple as one sentence and a “Give now” button.
- Use text reminders a few times per year. Focus on key moments like:
- Year end.
- A special initiative.
- A crisis response your church is leading.
- Make sure your website and app have a clear “Give” button that works well on mobile. Many people will respond after they see something on social or hear a story in a message.
We believe you don’t need to talk about giving every day, but you should assume that the moment someone feels prompted to give might be a Thursday at lunch, not just Sunday in the room.
3. Make life easier for “everyday givers”
If almost half of gifts are under $100, then “everyday givers” are a huge portion of your donor base.
You can serve them by:
- Shortening your online form. Ask only for what you truly need to process the gift and send a receipt.
- Offering simple suggested amounts. For example: $25, $50, $75, $100, plus a “custom” field.
- Highlighting impact at smaller levels. For example: “A gift of $40 helps us provide one week of Wednesday night programming for a child” or “$75 covers curriculum for a small group this semester.”
Smaller gifts are not “less spiritual.” They are often the most realistic step for families under financial pressure. When you honor that, you help more people participate.
4. Name the tax deadline in a pastoral way
We see that CAF America’s survey shows that many people plan to give during November and December, and a noticeable slice only gives during that window.
You can:
- Explain that gifts given by December 31 can be tax deductible, then quickly pivot to impact and discipleship.
- Use language like:
- “We want to help you be thoughtful stewards of what God has placed in your hands.”
- “If giving before year end is part of your planning, here are simple ways to do that.”
- Provide easy access to:
- Your church’s legal name and tax ID.
- Instructions for stock, crypto, or other non-cash gifts if you receive them.
We’ve found the most impact way to increase giving within the churches we serve is not to guilt people into giving. It’s to acknowledge a real factor in their decision making and provide them with clarity.
5. Build a simple reactivation plan for lapsed givers
Dataro’s benchmark shows that reactivated donors are more loyal than new ones. If they come back, they are more likely to stay.
Below we share straightforward ways you act on that:
- Ask your donor support team to pull a list of:
- People who gave regularly in the last 2 to 3 years.
- Have not given in the last 6 to 12 months.
- Create a short, warm email sequence:
- Email 1: “Thank you for how you have already invested in (your church name). Here is what your past giving helped make possible.”
- Email 2: A story or testimony plus a gentle invitation to begin giving again.
- Email 3: A simple update and a thank you, whether they gave again or not.
- You don’t have to be digital all the time. For smaller groups of key givers, add:
- A handwritten note from the pastor in drop it in the mail.
- A personal phone call from a pastor or someone from the leadership.
People rarely stop giving because they stopped caring. They usually drift when they are not thanked or when they are not sure their gift still matters. A little personal attention goes a long way.
6. Normalize digital and recurring generosity
With a strong majority of donations now happening by card and recurring giving representing a growing share of gifts, your systems can either support or frustrate generosity.
We’ve outlined a few considerations for easy wins:
- In every digital giving experience, make the “recurring” toggle visible and simple to understand.
- Twice a year, teach briefly on the idea of “first fruits” giving and mention how recurring gifts can support that practice.
- During offering moments, include language like:
- “Many of you give online during the week. Thank you. This moment is for you too.”
- “If you give through My Well, thank you for helping us keep more in ministry and less in fees.”
As a nonprofit processor that operates at cost, My Well exists precisely to support this shift. Second Mile Support means we help your team think through how to set up recurring giving, how to migrate donors, and how to communicate the change with kindness and clarity.
7. Use your own data as a discipleship tool
We hope you find the stats in this article helpful, but your own numbers are even more valuable.
With your staff or finance team, look at:
- Giving by month: Where do you see natural peaks and dips?
- Giving by channel: How much comes through text, app, web, and in person?
- Lapsed givers: How many people gave last year but not this year?
- Recurring giving: What percentage of your total giving is from recurring donors?
You are not analyzing this to judge people. You are analyzing it to better understand how to encourage and support the keeping more in ministry.
Our Second Mile Support includes this kind of review. We can help you interpret what you are seeing, then shape simple next steps that fit your church culture.
Powering Generosity. Built for the Second Mile.
We see that the encouraging thread running through all this research is simple. People still want to be generous.
They may be under more financial pressure. They may give in smaller amounts. They may wait until the last days of December to act. They may prefer to give on their phone instead of in the plate. But the desire to give is still there.
We see your role as a church leader is not to manufacture generosity but help provide stewardship through transparency.
- Teach a biblical vision of stewardship and generosity.
- Remove unnecessary barriers and friction.
- Remember to thank people.
- Show them clearly how their gifts are making a difference.
Our role at My Well is to stand with you in that work. As a nonprofit, at cost processor with a Second Mile mindset, we want to help your church keep more resources in ministry, communicate with transparency, and build healthy giving rhythms that support your mission all year long.
If you would like to walk through your own numbers and explore what My Well can do for your church to keep more in ministry, we’d love to connect!
Sources and further reading
- CAF America. “The Spirit of Giving: Why the Holiday Season Is Crucial for Charitable Donations.” CAF America, 3 Dec. 2024. https://cafamerica.org/blog/the-spirit-of-giving-why-the-holiday-season-is-crucial-for-charitable-donations/. (Cafamerica)
- CAF America. “Why American Donors Give During the Holidays.” CAF America, 3 Dec. 2024. https://cafamerica.org/blog/why-american-donors-give-during-the-holidays/. (Cafamerica)
- Nonprofits Source. “The Ultimate List of Charitable Giving Statistics for 2024.” Nonprofits Source, 2024. https://nonprofitssource.com/online-giving-statistics/. (Nonprofits Source)
- Double the Donation. “Year-End Fundraising and Matching Gifts: It’s Not Too Late!” Double the Donation, 25 Sept. 2025. https://doublethedonation.com/year-end-fundraising-and-matching-gifts/. (Double the Donation)
- Neon One. “Year-End Giving Statistics Every Fundraiser Should Know.” Neon One, 22 Sept. 2025. https://neonone.com/resources/blog/year-end-giving-statistics/. (Neon One)
- Philabundance. “A Guide to End-of-Year Giving: Why It Matters and How to Make It Count.” Philabundance, 22 July 2025. https://www.philabundance.org/a-guide-to-end-of-year-giving-why-it-matters-and-how-to-make-it-count/. (Philabundance)
- Carey Nieuwhof. “Church Giving Statistics for 2025: Who’s Giving, When, and How Much?” CareyNieuwhof.com, 2025. https://careynieuwhof.com/church-giving-statistics/. (CareyNieuwhof.com)
- Nucleus. “Church Giving Statistics 2025 Report.” Nucleus Blog, 2025. https://www.nucleus.church/blog/church-giving-statistics. (nucleus.church)
- Dataro. “How to Improve Donor Retention: Data Insights, Trends and Strategies for Nonprofits.” Dataro Blog, 10 Feb. 2025. https://www.dataro.io/blog/how-to-improve-donor-retention-data-insights-trends-strategies-for-nonprofits/. (dataro.io)
- Donor Retention Hub. “Reactivated Donors Can Outperform New Donors.” DonorRetentionHub.com, 2025. https://donorretentionhub.com/. (donorretentionhub.com)
