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September 17, 2009
4 key elements to include in your year-end appeal letter
If you've made the decision to mail an end of the year appeal, you're not alone. The struggle is less in the decision to do so as it is in deciding the content of that letter. Here are 4 key elements to keep in mind as you sit down to compose what many churches are looking to at the end of 2009 to bridge the gap between operational budget needs and actual giving year to date:
1. Be honest. There is nothing worse in the mind of the person in the pew than when the person in the pulpit refuses to be honest about "what is." If you're behind budget, then you need to be talking about it. Not negatively. Don't tell everyone how bad they are (or worse how disobedient they are). The pulpit you preach from is not a bully pulpit. Rather, honest conversation is liberating and allows you to clearly define where you are now, where you are going, and what it is going to take to get there.
2. Tell them what you want them to do. This is important. I love watching those TV infomercials when they are advertising some new "must have" product that will clean my house in 3 seconds or less. My favorite part is when they come to the end and say something like, "and if you call now, you'll receive 5 more absolutely free." Do you know why they say that? Because it generates action. People, especially those already hooked by the ad and the must-have product, now have an unbelievable reason to not think about it but act. (Note: Action is the goal.)
3. Include specific dates. When you define what you want the person to do, it's also a good idea to include dates. Dates and deadlines motivate us to accomplish the goal. Most people aren't disciplined enough to do this on their own. Make it easy for them to do what you're asking them to do.
4. Make it easy for them to respond. There is a reason why so many different payments methods exist. Every person has their own preference. It's not the church's place to decide the method a person uses to contribute. So when you make your end of the year appeal, be sure to list the different ways such as online giving, include a postage-paid reply envelope in letter, or encourage them to bring it with them Sunday.
The end of the year appeal letter is a very effective way to bridge the gap between budget needs and funding. It's also a way to maximize a giving increase. Keep pressing on through December 31.
People who run marathons say that the real race begins at mile 20. That's what separates those who are prepared and those who aren't. The same is true for churches. Don't loose sight of the goal of reaching a fully funded ministry budget. And whatever you do, don't give up.
Posted by bstroup at September 17, 2009 8:53 AM
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