Tuesday, September 20, 2011

Targeted Letters

Over the course of several weeks, I am creating an online stewardship workshop to assist churches and other non-profits with their stewardship celebrations. Please click back on previous posts for more information.

Targeted Letters to Members

As Pastors, most of us have degrees from multiple colleges, universities or seminaries. Throughout the year, we receive mailings from these institutions asking for donations. In addition to universities, we sort through a large number of letters from organizations such as Lutheran World Relief, the Lutheran Malaria Initiative asking us to consider making a gift. It is rare, if not unheard of, to receive a quarterly magazine from your seminary or college without also receiving a letter asking you to give.

Here's a question for you: If you made a gift to your seminary for $10,000, do you think future letters would differ from those who made gifts totaling $10? Of course! The motivations, willingness to give, and, perhaps, the ability to give differs among people. Top donors receive personalized letters, invitations to special events, and phone calls from the organization. Donors who give $10 receive heartfelt thanks and are asked to consider raising their donation to $50 in the next year. While not invited to special events or asked to serve on the board of trustees, non-profits know they need large and small donations, and their communication with these donors reflects this.

Here's another question: Why, then, do the majority of churches send the same letter to all givers? Why do we not recognize that the values of the individuals and the investment they have in the mission of the church differ? Why do we send the same letter to those who give $10 or $10,000?

This is not an issue of judgment, it's understanding our audiences and being tuned into what they find persuasive. We need to start growing generosity wherever people are. As leaders, we can't have the mindset "$500 isn't a tithe! It isn't even 3% of their income! That's not generous at all!" We need to meet people where they are, help them to see that their gifts and their resources are vital to the church. Over time, people will then WANT to give more.

In our context, we write a letter to the "top 10 givers." This letter is personal, states that they are among the top givers in the congregation, and thanks them for their generosity. We consider who the individuals are and will often reference ministries and programs that they value. We also include the fact that both the Pastors are also among the most generous of givers, sharing that both Pastors are "tithe plus" families. We then write 3 additional letters given to people based on the amount of their gifts. Letters can also target "non-pledged givers," "new members" and other categories as you see fit. All letters include a pledge card, ask members to pray about their gifts, and invite them to attend our stewardship/commitment Sunday celebration.

Follow up letters: All givers receive a followup letter after the stewardship celebration has ended. Those who pledged receive a word of thanks while those who did not pledge are asked once again to consider pledging (with pledge card included)

Below are two sample letters. The resources I listed last week have additional information on targeted letters.

(Letter to those giving $5,000-$2,000 yearly)

To Our HTLC Family:
As we prepare for Commitment Sunday on November 22, we want to thank you for the gifts you have given in 2009 and ask that you prayerfully consider pledging in 2010. I write to you not only as your pastor, but also as someone, who, perhaps like you, has experienced economic uncertainty, fearing what the future would bring. We joined HTLC seven years ago, while I worked on my master’s degree and Jeff taught at Ball State on a contract basis. We were warmly welcomed, but didn’t know much about the community or the ministries of the church. Two months after we joined, the church held its annual Stewardship Campaign. As we listened to long time pillars of the congregation talk about pledging, we wanted to give to the church, but frankly, we were motivated by fear and economic uncertainty, which came knocking at our door every month in the form of electric bills and student loans.

I’m going to share with you something I wish I would have heard in my heart seven years ago: Your gifts are valued, are received without judgment, are private, and greatly needed. We ask for pledges not to judge you, but to plan our ministries for the year with accuracy and in a responsible way. Holy Trinity is blessed to have you as a member and part of our community. On a daily basis, I pray for you and all the members of Holy Trinity. You are an answer to my prayers. With your gifts, we are able to share the message of God’s love with Muncie and the world.

The past year has brought emotional and economic hardship to many in our community, perhaps even you. As we look ahead to 2010, Holy Trinity is working to be faithful and fiscally responsible with our resources. In order to do this, we need to have a clear picture of our congregation’s planned giving for the year, and pledges are more important than ever. Committed pledges will enable us to plan our ministries and share our blessings with others. The needs of our community are great, but the gifts of God’s people are even greater.

No matter the amount of your pledge, know that God is at work and we are forever grateful to you. I’m anxious but faith-filled as we look ahead to 2010. I’m anxious; knowing the needs of the community have increased while the financial stability of many members has decreased. But I am faith-filled, knowing God is always faithful, and His people will show their faith to the world

In the coming days, I ask you to…

1) Pray: Ask God to be with you as you consider how to share your gifts with HTLC in 2010.

2) Worship: Surround yourself with faithful Christians who will encourage and empower you to live out your faith.

3) Attend Adult Forum: Study God’s Word and learn more at HTLC’s mission for 2010.

4) PLEDGE: We will ask members to make pledges on Sunday, November 22. We cannot faithfully plan our 2010 ministries without your PLEDGED CONTRIBUTIONS.

Thank you for all you share with the Holy Trinity community. May God Bless you in 2010!

(Letter to New, unpledged members)

To our newest HTLC members:

As we prepare for Commitment Sunday on November 22, we want to thank you for the gifts you have given in 2009 and ask that you prayerfully consider pledging in 2010. We are aware that many in our congregation give generously but feel uneasy about pledging. I write to you not only as your pastor, but also as a former new member. We joined HTLC seven years ago, while I worked on my master’s degree and Jeff taught at Ball State on a contract basis. We were warmly welcomed, but didn’t know much about the community or the ministries of the church. Two months after we joined, the church held its annual Stewardship Campaign, and we felt incredibly out of place. Before coming to HTLC, Jeff hadn’t attended church regularly since he was ten and I hadn’t attended much while in college. As we listened to long time pillars of the congregation talk about pledging, it felt like the message was directed to established members with stable jobs, not formerly unchurched grad students who were planning to move in two years! Living on an unstable contract salary and my grad student stipend, we were making ends meet, but certainly didn’t have much left at the end of the month. The thought of tithing was overwhelming and so far out of reach that I didn’t even want to pledge. We wondered what ministry could be done with our small gift.

I’m going to share with you something I wish I would have heard in my heart seven years ago: No matter your age, financial status, or history in this or any other church: YOU ARE A TREASURED CHILD OF GOD WITH AMAZING GIFTS TO SHARE. Holy Trinity is blessed to have you as a member and part of our community. On a daily basis, I pray for you, and for those who will soon join us in the ministry of HTLC. You are an answer to my prayers. With your gifts, we are able to share the message of God’s love with Muncie and the world. No matter how small your pledge may seem to you, know that God is at work and we are forever grateful to you.

I’m anxious but faith-filled as we look ahead to 2010. I’m anxious; knowing the needs of the community have increased while the financial stability of many members has decreased. But I am faith-filled, knowing God is always faithful, and His people will show their faith to the world. In 2009, Holy Trinity nurtured the faith of over 60 kids through Vacation Bible School, provided housing to homeless families through Project Stepping Stone and gave over $30,000 to outreach projects as we worked to fight poverty locally and globally through partnerships with the national church. Imagine what we will do in 2010! All these ministries were made possible through member pledges, one dollar at a time. $5 a week funds our entire Health Ministry, while a pledge of $20 a week funds our yearly Sunday School curriculum. Your gifts to God are valuable, needed, and help us to spread the Gospel.

In the coming weeks, I ask you to…

1) Pray: Ask God to be with you as you consider how to share your gifts with HTLC in 2010.

2) Worship: Surround yourself with faithful Christians who will encourage and empower you to live out your faith.

3) Attend Adult Forum: Study God’s Word and learn more about HTLC’ mission for 2010.

4) PLEDGE: We will ask members to make pledges on Sunday, November 22. We cannot faithfully plan our 2010 ministries without your PLEDGED CONTRIBUTIONS.

Thank you for all you share with the Holy Trinity community. May God bless you in 2010!


Next Week: Celebrating tradition during your stewardship celebration


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