One of the biggest mistakes churches make is assuming that people know they should give and why. Non-profit charities never make that mistake, nor should the church. So, we need to build the case for why people need to give you money.
Charities start with a crisis. They focus on things like the lack of food, water, medicine, or some other problem in the world that is causing pain and suffering. They then express the need and what amount of money it will take to help meet this crisis, etc. Finally, they make the “ask.” They unapologetically ask you and I to give to help them meet the case they just made.
Basically your “ask” needs to encompass the following elements:
1.) Crisis – I want my donors to know about…
2.) Need – We can help by…
3.) Ask – Your gift NOW will help us meet this need!
Here is a good example of these elements at work:
A few days ago, one of my clients, Pastor Jason Bunger of Hope UMC in Dayton, OH, called to ask me to help him write his end-of-year appeal. I talked him through the above points, and he sent me this first rough draft. Read what he has written below…
This is excellent example of how to write an end-of-year appeal letter.
If you have not done so already, I encourage you to take some time to write yours. It will be well worth your time!
Enjoy Your Day!
Mark Brook, President
The Charis Group