Storytelling and Transparency Encourage Giving

Storytelling and Transparency Encourage Giving

Consistent, regular donations help fuel your church and its mission, but asking for money can be uncomfortable and even intimidating. Your confidence

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Consistent, regular donations help fuel your church and its mission, but asking for money can be uncomfortable and even intimidating. Your confidence in making the ask can be boosted by one simple technique: transparency.

Through our experiences and best practices, we have compiled four simple Steps to Success for being transparent with parishioners to help you receive the offertory your church needs to grow and thrive.

1. Tell Them Why

The most important part of transparency is telling your donors how their gifts are being used. People can be hesitant to donate their hard earned money if they don’t know what that gift is going towards.

How can you do this most effectively? There are plenty of ways to demonstrate your need for the money necessary to keep your organization operating, many of which can be tailored to your audience. Examples include:

  1. Putting together a complete list of expenses and make it readily available. Depending on your circumstances, you can keep an updated list on your website, in your bulletin, or anywhere you know your parishioners will see it.
  2. Highlighting one expense per month on which to focus your fundraising efforts.  Tackling expenses one at a time helps keep folks from getting overwhelmed and draws attention to individual, tangible needs.
  3. Placing GiveCentral enrollment forms (or instructions on how to register online) in frequently-used spaces and places where people naturally congregate to chat after Mass.

Through our experience at GiveCentral, we have witnessed a variety of ways to showcase the funds needed to keep church doors open. Check out our list of Giving Ideas for some additional inspiration.

2. Ask for Donations

Now that you have told your donors why you need the money, it’s time to ask for donations. To some this may feel a bit uncomfortable, but by maintaining a level of transparency about what the funds are going towards it will become easier to show parishioners why they want to give. Explain why their donations are so important to your ongoing mission and day-to-day operations, and consider trying some of our Giving Ideas as new ways to ask for donations.

When you are asking for new donations, be sure to share specific details about your initiatives. Who will they help? What support systems will be put in place? How will your efforts make an impact on the community? Research has shown that when you can demonstrate a donor’s personal connection to a cause, the more likely they are to say “yes” to supporting that cause.

One way to make asking for donations easier is to spread out the work.  People say that friends and family hold the most influence over where they donate their time and money, so tap into your community for vocal supporters and ask them if they are willing to help advocate on your behalf. These trustworthy messengers can boost the transparency of your message by speaking authentically and impartially about the good work you do.

3. Say Thank You

Immediately after receiving a donation, sending a letter of thanks is a must that shows them your appreciation and acknowledges their support. GiveCentral’s receipts are automatically sent after each donation is made, and they do say “Thank You,” but a personal message from you makes all the difference.

And of course, the first letter of thanks should not be the only one. Every few months, thank your donors again. Whether it be via email, letter, card or phone call, get in touch with them just to say thanks for their generosity and for their participation in your activities. This is a great opportunity to tell them (perhaps again) how much their donations have helped your organization accomplish. And remember, this shouldn’t be used as a platform to ask them to give again but simply an acknowledgement of your gratitude.

4. Provide Updates

While you’ve already told your donors where the money is going, it’s just as important that they see their gifts put to use. This is truly transparency in action: you asked them for a gift, told them what you would use it for, and are now ready to show them the results.

For example, if they were donating to make repairs to the church, consider how you will send updates on the status of those repairs. If they donated to help fund church groups, have members of the group speak about the impact of donations or write a note to include in your newsletter. Seeing the outcome of their donations will make people feel more comfortable donating again as well as form a connection between your parish, their donation, and the fantastic results.

GiveCentral offers tools and support to help you send email updates, which help keep donors up-to-date on the initiatives they are helping to support. Learn more about our communication portal here, or participate in our discussion community.

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