I Avoid Three Phrases When I Appeal
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Early on I assumed the words I used in funding appeals didn’t matter. I was so nervous I was just glad to toss an appeal out on the table! But I have learned that words do matter.
Three phrases I learned to avoid:
1. “We have a need.”
Beggars have needs. I don’t have a “need,” I have an opportunity. I invite people to join me in the greatest enterprise on earth—advancing the gospel.
2. “Will you give to me (or us.)”
This implies the gift is horizontal—from their pocket to my pocket. I help my partners see that their giving is to the Lord—vertical. I ask people to pray about their giving decision as a reminder that they give to God first and foremost.
3. “Any amount is fine.”
Really? A short-term mission-worker told me that the first 12 people he appealed to all said yes. He was ecstatic. Did he give them an amount or range? “No,” he said, “I was so panicked I’m just glad they gave!”
Because he didn’t suggest a larger amount, their average gift was a low $10.
What I say:
“To do all God is calling us to do, we must complete our financial goal of $____ by September 1… Will you pray about a gift of [$100-200] per month to our ministry to advance the gospel at ________?”
Here’s a Scripture that can be misunderstood:
“But when they hand you over [to authorities] do not worry about how or what you are to say; for it will be given you in that hour what you are to say.”
Jesus said this to guide us when we are arrested and must answer for our faith. When persecuted, don’t plan what to say. But for funding appeals—plan your words!
Prayer: Father in Heaven, I confess I am sometimes careless in my speech. Help me to say exactly what You want me to say. Amen.
