“Dynamite?” Yes, an emotional call to action!
In the old days I didn’t bother with year-end appeal letters. It’s a busy time of year. My people are too busy to give. Also, I observed that some missionaries added a one-sentence “ask” in their December newsletter. Their results? Meh!
But I came to discover an annual appeal letter (not a normal newsletter) is essential for a successful funding strategy because much giving around the world happens in December-January—USA 60-70%.
This “Witches’ Hat” diagram explains.
· Anchor Donors—give 5-10 times the average (usually annually).
· Faithful monthly partners.
· Occasional and lapsed partners.
· Non-donors—never given. This category is my focus.
The goal is to move people up the pyramid. I start planning the letter in September.
What I do:
I prayerfully determine a “holy number” to ask for. It’s based on our projected shortfall and new expenses such as upcoming ministry trips. I give the actual amount, not a guesstimate! $16,450, not $16,000.
I don’t ask for monthly support. Once a person gives, they will likely give again.
I give a 6-week deadline and explain how to send a gift.
I suggest amounts. A donor chastised me years ago, saying: “Scott, give me a suggestion—$50 per month? $1000 per year? Airplane ticket? I can’t read your mind.”
When gifts arrive, I send a personal note within 48 hours to each new or renewed lapsed donor.
I sign each hard copy letter with a fat blue pen adding a short personal note on many.
I use personal stamps, not bulk rate.
I follow up by phoning 10-25 readers to get their decision (and hear their news).
My early letters were emotionless. Now I try to touch the hearts of my readers by telling a story of someone to whom I am ministering (anonymous). In Exodus 25:2 God commanded Moses to “raise a contribution for Me; from every man whose heart moves him.”
