It’s Okay to “Gossip”

 

 

Any ministry in the world can say, “Here’s what we’re doing; please support it. And when you give, I’ll send you this wonderful whatever….” But only you can tell the story of a family touched and transformed by the love of God through your unique ministry.

Only you can tell how your heart broke as you witnessed the crying need of an individual — and how your heart soared as you saw that life restored … by the grace of God, through the generous giving of your ministry family.

Only you can tell what God is doing inside your ministry, where He’s leading you, what’s on the horizon.

The more you share how your ministry is unique — unlike other ministries — the more connected your donors will tend to become to it.

The Importance of Relevance

 

 

The marketing of your ministry must make the ministry relevant to the donor.

You may talk all about your organization, you may talk all about the specific needs you’re facing, you may talk all about the lives that will be touched and transformed by God through your efforts, and you may ask me — implore me — to help you accomplish something important and wonderful … but I will respond only to the extent that I see myself in the picture.

The appeal must be about me; it can’t be just about you.

Write from your heart

 

If you want to build a relationship with your donors (a must if you want to keep your donors), you need to build the components of a friendship into your communications with your donors.

One of these components is colloquialism. What is colloquialism? It is just a big fancy word for not using big fancy words.

Forget about perfect college-paper composition when you’re writing a letter to your donors. Write from your heart. Connect to your donor using language she can understand.

26 Apr 2018

Be Consistent…

Be Consistent

 

As you communicate with your donors, be yourself. Be the same person all the time.

Remember, your donors are not nearly as full of your message as you are — and not nearly as full of your message as you need them to be!

What is your ministry about? Tell them again. Then tell them again. Beat the drum of your mission statement, and beat it relentlessly.

Don’t confuse consistency with creativity … or the lack thereof! Consistency doesn’t mean dull or boring. So while you maintain your message, be sure to develop packages and write letters that are interesting, creative, and eye-catching.

Friends Share Information

 

If you want to build a relationship with your donors (a must if you want to keep your donors), you need to build the components of a friendship into your communications with your donors.

One of these components is information. Friends tell each other things!

While emotion is crucial to your request for help, it cannot stand alone. Emotion must be balanced with information. You must share the facts of the situation with which you want the donor to become involved.

Also, you must relay important information about your ministry: what it is doing, how and where and when and why and with whom.

The fuzzier you are in communicating the facts about what will be accomplished with the money the donor sends you, the leerier the donor will be about sending you money in the first place.

The Importance of Building a Relationship With Donors

 

Building and cultivating a relationship with your donors is essential to your ministry’s success.

The truth is, she won’t keep reading your letter if she senses no reason to. She has to relate somehow to what is being shared.

This is the basic, clinical definition of relationship. But the warm, human concept of relationship is what enables basic, clinical relationship to occur!

If your donor reads a letter from you that engages her — that connects to the deep-down-inside-of-her person that she perceives herself to be — she’ll enter into a relationship, if only for a few moments, and allow herself to consider responding.

But if what she reads from you doesn’t feel like a valuable relationship, she’ll bail out.


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