It’s time to walk through your talking points, your ministry’s prospect plans, and how to integrate both with the donor journey.
What hurdles are your ministry facing that impact giving behaviors?
Despite historic success and growth among organizations, asset holders, and generous people, are there ongoing, unusual losses and failures?
Is it the continued, far-reaching psychological and behavioral impacts of COVID-19?
Is the volatility of markets, in terms of the various markets, stock markets, etc., resulting in enormous shifts for asset owners?
No matter the problem, I have the solution: Grow better.
We often overcome many negative external factors when we grow a little better, with a little more intensity, and slough off some things that hold us back.
When we accept that we only have control over how we respond, we can get better faster and likely minimize adverse effects.
From a biblical perspective, When did God’s genius through Joseph appear? Was it in the storing up and preparing, or was it in the seven years of famine when the Egyptians could do extraordinary things that no other nation could do?
Know Better, Do Better
You don’t know what you don’t know until givers tell you.
Choose to be more active, intentional, and intense. Pave the way for the future ahead and even beyond.
Thanking and reporting are crucial to helping givers as their priorities change.
Therefore, asking for more does not mean that someone will place a greater priority on giving to your organization. Saying, “Thank you,” with a briefing on the progress made, partly from their donation, stands out and leads to action.
Wait to ask until you have confidence that you have done an excellent job with thanking and reporting.
Seek wisdom and input from your largest givers. They’ll tell you what you need to know if you ask the right questions and listen. In times of uncertainty, ask givers, especially your largest givers, what they think.
Face Issues Head-On
Consider updating your message to include how you’re adapting and adjusting inside your organization to the challenges of the present day to avoid sounding like you’re complaining, afraid, or listing problems that you’re looking for others to solve.
Create or review your message document. Share how you’re adjusting and adapting.
Have you highlighted some of the changes you’ve made, even those that have been painful?
Avoid presenting all your problems to donors as if simply giving more is the solution.
Instead, present giving-driven projects, timelines, or steps. Try, “Here’s the timeline we hope will unfold for the year as people give. Here are the steps we will take as people pray, think, and make decisions.”
If you’re going to shift into asking for your core four numbers (long-term goal, progress to date, goal for the end of the calendar year, and near-term milestone), ask yourself, “Am I talking to this giver or group about the long term, or am I talking to them about where we hope to be by the end of the year? Or am I asking them to consider an immediate decision as we look near-term?”
Putting a lot of energy into getting people to give for the first time typically does not build momentum in an asking season. We encourage people to think about years, like a two-year or three-year timeframe, to see some people start giving for the first time.
A Season, not Seconds
When we have an asking mindset, we often want to focus on who we are asking to give again. Or among those, who could we ask to think a little longer term with us?
There are several ways to approach the ask.
- A direct request, “Would you consider making a gift of this amount?”
- Or a range, “Would you consider giving between $1,000 and $5,000 between now and the end of June?”
- Straightforward, “Here’s what we’re working on. Here’s what we’re working on between now and the end of June. Here’s what we’re working on for this year, and we’re looking to see 12 people commit $12,000 each. Would you be one of those people?”
- Lastly, the stretch approach involves asking people to determine where they’re comfortable and then taking a big step up from that point.
Practice Makes Progress
It is essential to practice your delivery so that you can use the four different ways of asking instead of just using the method that you are the most comfortable with because donors have distinct personalities.
What matters is not your comfort level but the person you’re talking to across the table.
I encourage you to take a few minutes and clearly understand where your ministry is situated today and where you’re planning to land by the end of the year. Our archives are rich with tips and suggestions for each step in the donor journey and guidelines for your calendar.
Coaches, an invaluable resource, can come alongside you and walk you through the process.
Keep moving forward. We’re running this race in step with you, prayerfully anticipating God’s will in your ministry. I would love to continue to encourage you along the way via text!