You need to know how the last weeks of the year determine your success. Primarily I am talking about your giving success. Whether or not you will be fully funded depends upon your last minute giving strategy. Are you ready? Let me illustrate…
How many games this past weekend were won in the last few minutes? You might turn that question around and ask how many games were lost in the last few minutes? Good teams know the value of closing out the game. They have what is called a, Two Minute Drill. They practice it regularly because winning coaches know that often a game is decided in the last few minutes of a game. When it comes to making budget or being fully funded the same is true for your church!
Winning teams don’t wait until the last minutes of a game to devise a plan of action. They have their plan in place ahead of time. The same is true for your church. You need an end of year plan of action. In this edition of the Coach that is exactly what I want to give you.
It starts with a compelling vision. Here are some keys to think about as you work on your appeal or “ask.” Follow these steps to set up your end of year appeal…
- Every appeal or “ask” needs a driver. A driver is the vision that drives me to my wallet to give.
- Make the “ask” about fulfilling a vision not hitting a number. What is the vision behind your end of year appeal?
- The basic elements of an “ask” are…
Crisis – I want my donors to know about…
Need – We can help by…
Ask – Your gift NOW will help us meet this need!
By now you should have your “ask” finalized and in place. Ask yourself if you were not on staff would the “ask” compel you to give? You might ask your spouse the same question. There is nothing like a spouse’s opinion to help set us straight. If it doesn’t grab your spouse the chances are it will not grab your congregants.
Here are the basics of an end of year appeal…
- Decide first where you need the money most. I always say that need drives ask. So whatever area of your church needs money the most make that your end of year appeal.
- Be positive! You might be way behind on giving but you want your donors to WANT to give not feel like they HAVE to give.
- Make the appeal not about reaching some number but about advancing the Kingdom. Even if you are working to close out a budget shortfall make the appeal about doing ministry not about hitting your budget number. Most of your donors don’t care about a number but they do care about people.
- Every appeal should have a driver. By a driver I mean the appeal should be driven to touch my heart and thus gets me moving towards my pocket.
- Tell a story thus making it personal. Churches do a poor job of telling people all the amazing things they do. So blow your horn, celebrate the year’s wins and then ask people to help you keep on reaching people!
- Make it easy for them to contribute.
Still unconvinced that you need a last minute giving plan? 25% of non-profit charitable giving comes in the last few weeks of the year! I can assure you the Red Cross has an end of year giving plan. Why don’t you?
Mark Brooks – The Stewardship Coach
@StewardshipMan