When it comes to increasing giving, whatever you do, stay positive!
From time to time I get letters from churches, particularly in the summer, pleading for donations. The typical message is, “We are behind in our budget and desperately need your help!” It reminds me of being in the ocean and someone grasping for dear life and grabbing another swimmer. What ensues is panic for both. In the end both drown. The letters don’t mean to come off so negative but that is how I fear most donors see them.
I am not opposed to sending out appeal letters when you find yourself behind in giving. In fact I encourage it. The difference is that I recommend several steps that can lead to success. Here is my list of things to consider.
Get ahead of the problem before it exists. If you have been in ministry for any length of time you should know that giving is a challenge. Why wait until you are behind to make an appeal. What you may not realize is that an appeal coming late in your budget year makes you look like a poor planner and a bit desperate. So, while it might not help you this summer, next year start building a plan in May to counter summer’s decline.
Be positive in all that you communicate! Appeal letters that start with how far behind budget you are do not motivate your donors to reach deeper into their pockets. Always have a positive life changing reason for people to give.
Understand the difference between platform communication and leadership communication. There are times that things get so tight you have to make an appeal. Your leaders have the maturity to hear the unvarnished truth, you are way behind budget. Communicate the need to them frankly, tell them what your plan of action is and ask them to help you. If they truly are leaders they will respond. Never from the platform express concern for making your budget.
Don’t wait until it is too late. Typically you can see a decline in giving mounting up that could impact your ministry. Don’t wait until you are so far in the hole that you have to take drastic measures like laying off staff.
These are just a few things to focus on. With planning and work you can recover from any slump in giving. However if you do not have a plan of action don’t be surprised if giving declines and ministry is threatened.
Mark Brooks- The Stewardship Coach