Churches are lucky among nonprofits; time to connect with your community is built into religious life. For Catholics, that means Sunday Mass. And as you know, evoking an emotional connection with your parishioners is the foundation to getting them more involved in the community with their time, talent or treasure.While this is easy when they are sitting in the pew at Mass, how do you carry this connection on throughout their week? They have work concerns, children to care for, obligations with friends and family, and, of course, they have other nonprofits asking them, “donate to our cause.” The fact is, your parishioners’ attention is being pulled at by several other nonprofits, possibly many times each day. Compare this to the fact that they may only hear from you at Mass on Sunday. They might take home the bulletin, but that could just sit under a stack of bills. So how can you make sure your parish stands out? Here’s how you can use YOUR parish story to make a valuable connection with your donors & community.
According to Giving USA, charitable giving grew 7.1% in 2014, and religious donations still hold the largest piece of that pie. However, that slice has been shrinking in comparison to other types of giving, a trend that has been going on for 30 years. This is due in large part to the influx of nonprofits reaching out to your parishioners, evoking a competing emotional connection for their organizations’ cause.So how can a church keep up? Well the good news is, a parish has an innate emotional connection to its parishioners – spirituality. Your parishioners get a very tangible refresher from hearing your pastor speak, so all you need to do is remind them of that refreshing feeling they get from your masses during the week. This will strengthen your relationship with your parishioners!
What’s Your Story?
Your parish already has a mission, and in it lies your story. Tell your parishioners a little bit about your church, and connect them to the history of your parish.
- Why did your pastor decide to become a pastor?
- Is there a message from the homily that could be repeated in a mid-week email?
- How did you come to work at the parish? What about your colleagues?
- What happened at your last big parish event, behind the scenes in preparation for the fun?
- When was your church built? Is there a story of its founding you can share?
- Can you share a weekly or monthly “Spotlight on a Parishioner” as an email or newsletter article?
Small stories like these are just the thing to help build up the sense of community that’s so crucial to your mission. Connected parishioners are engaged parishioners, and the more they feel like they’re a part of the church the more likely they are to volunteer, donate and participate. To help you share your story, I want to share a favorite, easy resource of mine with you.
Share Your Stories
My story-telling knowledge is inspired by a woman named Vanessa Chase. Her website, The Storytelling Nonprofit, is chock-full of resources, ideas, inspiration and motivation that you can learn from and adapt to fit your parish. I cannot recommend her website enough! Vanessa encourages non-profits to think of their donors as intimate relationships – and what keeps you supporting your friends, families, and loved ones more than the emotional connection you share with one another? It’s that emotional connection with your loved ones that is built so much by the stories you build together and tell one another, so Vanessa teaches us how to begin that conversation with parishioners and donors.Your parishioners come to you for a very intimate reason, and communicating your story with them not only validates their spirituality but also strengthens their desire to support your mission. Connect over stories and watch your community grow!