The ministry landscape is changing, and you are doing your best to manage the shifting sands. You have made it a priority to keep people engaged and raised your game regarding communication to your members.
However, did you know that much of what you are saying to your givers may actually be working against you?
Did you know that your primary messages might not result in the outcome you anticipated? And did you know that your donors will probably never say a word?
For decades, churches have communicated with donors from the perspective of what is important to the church. This strategy worked well with the Builder Generation (75-92) but with each passing generation, its effectiveness has diminished to the point it is largely counterproductive for donors under 60.
The evidence is clear. Giving to religious organizations, including the church, has fallen from almost 60% to 29% of total annual charitable giving during the time frame between the late 1980s and today. Fewer people are giving to charities and the shift in wealth in America will likely continue to make this true. In the last five years, the number of households giving to charities declined 17%. There was only a 5% decline in the number of households giving among those making more than $100,000. Anecdotally, many households that have made annual estimates of giving in the past are choosing to contribute without submitting one.
So, what can you do to provide donors with what they want to hear?
Here are some examples:
What the church says:
When discussing the annual ministry budget, we often use complex spreadsheets demonstrating the flow of revenues and expenses throughout the year. Some churches even go line by line, sharing in great detail budgeted expenses for the coming year. While transparency is important, the majority of donors care little about budgets.
What donors want to hear:
Time and again, donors say the primary reason they contribute to any organization is to make an impact. Donors want to know their gift matters! So, tell your donors stories of how their gifts are being mobilized to do God’s work in the world. Rather than sharing facts and figures, donors want to hear how their generosity is resulting in life-changing ministry. Instead of just reporting how many children attended vacation Bible school, lead with the story of a single child whose participation in VBS helped her grow in her faith. Instead of reviewing the cost of your music ministry next year, tell the story of someone who has sung in the choir for the past 25 years and what that experience has meant to his discipleship journey.
What the church says:
Too frequently, we tell our members that the church staff is stretched thin, and resources are limited. As a time/cost-saving measure, when addressing personal letters, churches often default to “dear church member” or “dear friend.” Even more disturbing is when someone contributes to a special appeal and never receives a thank you note. Consider what these examples convey to your donors - “you and the impact of your gift are not important enough to spend the time to write to you personally.” Of course, this is not true, but your givers are being courted by dozens of nonprofits that are spending the time needed to build donor relationships and to communicate in ways your donors appreciate.
What donors want to hear:
Donors want to know they are an important and valued part of our church family. By making a contribution, donors are expressing a desire to be in a relationship with you. They want to know the church recognizes the relationship and how much they have contributed. Givers want to know their giving is worth the effort to personally address correspondence, especially notes of appreciation. Those who support your ministry have made an investment and want to deepen their relationship with your church.
What the church says:
As the year unfolds, it is common for churches behind in giving to repeatedly remind supporters of the shortfall and ask them to give even more. These reminders and appeals too often focus on the importance of funding the budget and keeping the bills paid. Similarly, churches often promote giving options, such as electronic recurring giving, as a means to help the church create a stable cash flow to meet budgetary needs. This is all about educating donors on what the church wants from them.
What donors want to hear:
Again, the majority of donors are not moved by news about the budget or methods of giving that benefit the church. Donors want to hear first and foremost the impact their giving is making. If you are asking for increased giving, reminding your donors it is because others are not giving at the level needed is going to hit with a thud. In fact, stories of scarcity will almost always have a harmful impact on long-term giving. If more ministry funding is needed, the pathway is not shaming or begging but established through telling stories about the impact (return on investment) of the giving you have already received, and creating a picture in the minds of your donors the difference additional financial support will have.
Donors are also not particularly inspired by messages about what is convenient for the church. They are motivated to hear messages that express benefits for them, such as how you support their preferred methods of giving. They deeply appreciate you helping them understand how to give in ways that minimize the impact of taxes, such as through appreciated assets or by giving all or part of their IRA Required Minimum Distributions. They also appreciate you helping them see how they can accomplish their financial goals and invest generously in your ministries, such as through personal financial training, understanding the importance of wills, beneficiary designations, and estate planning tools.
Keep in mind your donors have unlimited choices about how to express their generosity. The church is not the only kingdom-building organization asking for their gifts. Many other nonprofits are serving as Jesus’ hands and feet in the world and, be assured, they are soliciting your donors. By thinking about your messaging using a donor’s point of view, you will shift your thinking to what donors want to hear rather than what the church wants to tell them.
Help Yourself: Horizons’ Giving365.com is a free resource library full of resources to help you grow a culture of generosity.