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fundraising for all type of churches TRIED & TRUE TENETS OF FUNDRAISING The psychology of giving is important to understand. Once you understand why people give, it is easier to understand why some campaigns succeed and some fail. People give to people. The more personal the request, the more likely a positive response. A general request from the pulpit will meet with a general reply. A specific request, delivered in a caring and spiritual nature, by a fellow church member with compassion and understanding will almost always result in both a larger gift and spiritual growth. People give because they are asked. People, even for churches, don’t give just because they hear about something. How often have you read a story in the paper asking for help? How many times have you given? A personal one-on-one request, done correctly in a spiritual manner, will almost always result in a gift, and help build a stronger spiritual community. People give because they want to be recognized. While naming opportunities are rarely the overriding reason for giving to a church campaign, recognition can come in other forms. Thank you letters or small plaques offer an opportunity to recognize a gift. The key is to understand that people aren’t "buying" recognition - they are being recognized for being a generous supporter of the mission of the church. If your campaign gets into "selling" instead of asking, it will not succeed. People give to benefits not needs. Everyone has needs! But no one donates just because someone needs it. Focus on the benefits of the new building project. How will the church family benefit from the building/renovation project? It isn’t enough to say "we need to do this". Church members need to understand why something is being done, and how church members will benefit from the plans. |
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