How to Make Appeals Appealing

One of my major focuses is to get people started on the generosity journey, eventually moving up to being not only consistent but generous donors. For most people, this doesn’t come naturally. Telling people they ought to give won’t motivate them to give. Today, you must make a case for why they should give. To do that, your appeals must be appealing. So, let’s dive into how you can accomplish this.

Today’s non-profits focus their time and attention on three major appeal platforms: USPS mail (or as I like to call it, snail mail), email appeals, and now text appeals. What methods you choose to use depends upon the makeup of your congregation. At present, I recommend using all three. Let me share why I still utilize each of the strategies I recommend.

Don’t be too quick to dismiss snail mail! It's still very much alive and effective. Phil Cooke, in his book Maximize Your Influence: How to Make Digital Media Work for Your Church, Your Ministry, And You, dedicates a section to the topic “Do Donors Like E-Mail Or Snail Mail?” Here is a quote:

“You’ve probably had someone on your team tell you that direct mail is over as a fundraising tool. Certainly, there’s a transition happening, but research indicates that most donors see advantages to both e-mail and direct mail communication from the organizations they support, and one study reveals that very few completely reject one form or the other.” ^1.

Rest assured, the data Cooke shares confirms that, with few exceptions, nearly everyone in every generation responds to multiple platforms of appeals. This is not a mere trend but a proven strategy that the non-profit world has embraced. They pay close attention to what works and what doesn’t, and their continued use of snail mail is a testament to its effectiveness. So, if you're considering using snail mail, you're on the right track.

Email is still widely used and read! In the last few years, I have read several articles trumpeting the demise of email usage. A recent study contradicted that as they found the following:

56% of respondents said they have at least three email addresses.
88% said they use email every day.
39% check their inboxes three to five times a day. ^2.

So, don’t give up on sending out email appeals! The key is writing them in a way that will cause your audience to open and read the important message you are attempting to communicate.

Text message appeals are gaining ground. When I started in the stewardship ministry, texts were non-existent. According to a recent study, 70% of people say texting is the fastest way to reach them. ^3. One of our church partners sees as much as 60% of their giving come via text! With over 90% of Americans owning a smartphone, you must consider using text appeals, particularly if you want to reach younger generations.

Here are five key mistakes I find most churches make when making appeals for giving.

Mistake number one: they are not well thought out and planned. Take the time to do it right! Think through what to write and pray over your appeal. The time you spend will be worth it with the results you see.

Mistake number two: they come off as sounding desperate. Reading most church appeal letters makes me feel like I’m reading a message from someone about to drown. Desperate appeals cause donors to ask questions that can lead to a lack of confidence in the institution.

Mistake number three: they are dull and boring. That is how I would describe the typical appeal. I fall asleep after about a sentence or two. Or, at best, I start skimming. Charities are sending your members summer giving appeals that are professionally written and thus anything but boring and dull.

Mistake number four: we make it all about us. I had a pastor once send me his appeal letter. In the first paragraph, he used the personal pronoun, I, five times. Five times in one paragraph! I wondered, is this about you or the appeal you’re making for the offering?

Mistake number five: we fail to connect vision to giving. Dollars follow vision. Big visions get big dollars. Do you know what else follows vision? People. The more people you have, the more dollars you can raise. The more dollars you raise, the more ministries you can fund. Since dollars follow vision, the story and message must connect with people.

Your mission is too important not to be fully funded. Avoiding these mistakes can make your appeals more appealing, which will position you better to attract and keep new donors.

At OnlineGiving.org, we provide you with the tools to make your appeals appealing and effective. Our platform is perfect for all of the above. To have us show you a demonstration for free, contact us at (615) 206-4000 or at support@onlinegiving.org. We will show you how our platform and tools will help you make your appeals appealing!

Written by Mark Brooks
The Stewardship Coach

Helping people get started on their generosity journey can be challenging. For most people, giving doesn’t come naturally, and to encourage that first gift, your appeals must be appealing.https://t.co/eDeF1xnNWI pic.twitter.com/7FM8ja4NDe
— Online Giving (@onlinegivingorg) April 25, 2024