Casual, detached

 

There is no question.

We in ministry are intense about our mission; our donors are casual.

We are deeply involved; they are relatively detached.

This is the inevitable chasm between leaders and followers. To speak to donors intelligently, we’ve got to remember that they are not thinking about our ministries nearly as much as we imagine or wish.

Donors have busy lives. We are speaking into the whirlwind of normal everyday life!

Can we succeed in this? Prompting seems to help.

When our interviewer offered a menu of ministries to choose from, active donors were able to identify the ministry they support at least 80%, and in most cases 90% or more, of the time. But it’s here that lapsed donors ominously begin to drop away.

If a donor has lapsed from giving to your ministry, it’s twice as likely that she won’t remember she gave to your ministry — even when somebody mentions your ministry’s name.

Quick-Stat:

Lapsed donors are twice as likely to have forgotten your ministry’s name.

 

Like what you read and want to learn more? Check out some of our books.

I got you a present

 

Not surprisingly, the ministries that generate the highest awareness among donors are those that

  1. Bring regular media broadcasts into the home
  2. Sponsor regular meetings in which the donor is involved
  3. Provide product which the donor uses over a long period of time — audio, print, online devotionals, daily prayer guides, and so forth.

 

We urge ministries to keep awareness as high as possible among donors by sending them gifts — calendars, refrigerator magnets, address labels, gift cards, plaques, any kind of product with a long shelf life, preferably with ministry content or relevance — all with the “brand” of the ministry prominently featured in the design of the product.

 

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Using leverage to achieve more

 

Every Christian would like to do something significant for God, but few could actually leave their businesses and start teaching or preaching, to do anything more than the average person.

But then there’s leverage.

The power of leverage comes in when the individual uses his or her God-given talents to create cash flow to fuel a thriving ministry. This is how the Scriptures can talk about a hundred-fold return.

Wise investment in visionary ministry brings great results for both the donor and the ministry — increasing the harvest of souls for eternity. More people can be reached in such a partnership than the donor can reach in a lifetime.

Teach your ministry partners how to harness this rich reward.

Encourage them to sponsor your ministry in the same way that a businessperson sponsors a race car: he may not race himself, but the thrill of being part of a fast and efficient racing machine beats driving the family car at its own inferior top speed!

There is a vicarious thrill of ministry that donors can experience by putting their resources behind a ministry capable of leveraging their gifts — achieving 1,000 times more, or even 10,000 times more, than any individual could do himself.

 

Like what you read and want to learn more? Check out some of our books.

Understanding God’s ownership

 

Bunker Hunt invested $6 million dollars to create the JESUS Film Project. This movie on the life of Christ has been shown to more than four billion people in over 1,000 languages around the world.

This project has been going on for 25 years, with thousands of people investing in its continuing operation for the sake of reaching people for Christ.

What is the return on that initial investment today? What will it be when we’re with Christ?

One generous donor gave the funds to design and produce the children’s Book of Hope in Russian — and today, more than 20 million have been distributed, which have led to the planting of more than 1,000 churches.

This is “ROI” now and for eternity.

When your ministry partners understand God’s ownership, and their management responsibility to talk to the Owner about how they use His assets, the result is a release of current, temporal wealth to secure, infinite, true wealth in heaven!

 

Like what you read and want to learn more? Check out some of our books.

17 Aug 2017

Who’s needy?…

Who’s needy?

 

We recommend mounting campaigns which focus on human need rather than organizational need.

We have found, for example, a campaign centered on prayer for unsaved loved ones, the needs of families, or healing (depending, of course, on the ministry’s unique theological perspective) will have a tendency to reactivate and renew donors’ involvement with the ministry.

What donors are saying…

“…The paper and postage has got to cost a lot of money, to send out a lot of the information that maybe never even gets looked at.”

 

Like what you read and want to learn more? Check out some of our books.

Don’t start in on me

 

Lapsed donors with smaller average gifts are concerned about the ministry’s follow-up with them when they give a sizable contribution.

Their priority: don’t start sending me more frequent appeals simply because I gave a bigger gift.

Larger donors aren’t as sensitive to frequency of appeals — which contradicts many ministries’ mailing schedule strategy. Larger donors are often asked less often, while the data shows that lower donors are the ones who probably should be asked less often!

To lower-end donors in particular, frequent appeals (and more expensive-looking packages) signal higher administrative expense (read: waste) — which is likely to turn them off and drive them to donate elsewhere.

In any case, the data reveals that donors on the low end of the average-gift scale should probably receive fewer appeals — but appeals frequently targeted, if at all possible, to aspects of the ministry in which the donor has demonstrated an interest through her giving in the past.

The data suggests that some organizations may gain the highest return on investment from a low-end mailing schedule of monthly “ministry letters” (as opposed to appeal letters) and only quarterly campaign-related appeal letters.

It’s worth testing.

 

Like what you read and want to learn more? Check out some of our books.


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