Rarely does any thing in the snail mail catch my eye. Today was different. Tucked among the bills and advertisements was a small green envelope that said, “Sponsor tables this Easter. Just $1.92 provides a hot meal!” The envelope was from John 3:16 Mission in Tulsa, OK my hometown. http://www.john316mission.org/ John 3:16 feeds the poor and homeless of Tulsa. This Easter they expect to provide more than 43,500 meals to needy Tulsans. My wife’s parents use to always buy turkeys every Christmas and Thanksgiving to donate to John 3:16. That was how I first learned of this vital Christian mission. From time to time we have donated to them even though we now live in Atlanta.
The letter we got in the mail from John 3:16 today was for their Easter Campaign. It is another example of a direct appeal letter that is well written. From this small note there are at least seven things that I think every church can learn. Here are my observations about the appeal. It was…
Strategic - Easter is hardly on anyone’s radar right now. Yet this ministry is already making appeals for their Easter meal that will generate additional dollars. The dollars they raise through this campaign will free other budgeted dollars for other areas of ministry. What dollars could a special Easter offering free up from your budget?
Meaningful - Helping feed 43,500 people is a much better way to spend $1.92 than at Starbucks. Are your appeals meaningful? The more meaningful the appeal the more dollars raised.
Direct - Even though I live in Atlanta the appeal from Tulsa reached me. While well crafted it did not beat around the bush. They are boldly asking for a financial gift. When it comes to asking for dollars never be shy. It helps to be bold when what you are asking funds for is so meaningful. Do you have a direct plan to approach your donors this Easter? Is your appeal meaningful enough that it will cause you to be bold and direct?
Simple - Inside the envelope was a short and simple card explaining how they expect to provide 43,500 meals this Easter. For only $1.92 I can feed someone in my hometown. The card was simple and the appeal was simple. How simple yet appealing is your “ask?”
Specific - This appeal has one focus, feeding people on Easter. While I am sure John 3:16 has other needs this letter focused on only Easter. Are your appeals specific?
Easy - Included in the appeal was another envelope that makes it easy for us to send our donation back. They also listed their website so that we could give online and their telephone number that we could call to make a donation. Make your appeals easy and you will find it easier to get donations.
Personal - Included in the appeal letter was a small table card that we could sign stating that the meal was provided by us and wishing the person at the table a Happy Easter. Think of ways in which you can make giving to your ministry more personal for the donor.
Right now your members are getting appeal letters just like the one I got from John 3:16. What will your Easter offering focus on? Have you even thought of an Easter campaign? As Jesus said, “You have not because you ask not.” It is time to get your lure in the donor pond. If you don’t you should not be surprised when your members donate money to other worthy causes. If your cause is worthy than you too should have an Easter campaign to support it.
By the way, these seven steps are not simply for Easter but for any appeal. Start writing!
Mark Brooks
Founder and President
The Charis Group
Find out how you can Turbo Charge Your Church's Giving!