Giving season is here! And if you're a missionary or ministry leader, this is a wonderful opportunity to invite more people to financially partner with what God is doing through your ministry.
But here's something I want you to think about.
Are you actually planning to make the most of this season? Or are you going to send a few extra fundraising emails, maybe post something on Giving Tuesday, and hope people give?
I know how easy it is to get caught up in everything happening this time of year. Between Thanksgiving, Christmas, and all the ministry responsibilities you already have, fundraising can become one more thing you're trying to squeeze into your schedule.
And then Giving Tuesday arrives, you see someone else's fundraising post, and suddenly remember that you should probably be doing something, too!
But what if you approached this giving season a little more intentionally?
People are already thinking about generosity this time of year. And with a simple plan, you can give potential donors a clear opportunity to be part of the incredible work God is doing through your ministry.
Here are three things I'd encourage you to do.
1. Create a Focused Fundraising Campaign
One of the best ways to take advantage of giving season is to create a focused fundraising campaign.
This means choosing a specific period of time to concentrate your fundraising efforts around one clear goal.
Instead of just doing your regular fundraising and hoping you receive a little extra support, you're intentionally inviting people to participate in something specific.
And there are a few decisions you'll need to make before you start.
Decide When Your Campaign Will Run
First, choose your timeframe.
Maybe you want to run a campaign leading up to Giving Tuesday. Maybe you're planning something for the weeks before Christmas, or you want to focus on end-of-year giving through December 31.
Whatever you choose, decide when your campaign will begin and when it will end.
Having that timeframe helps you plan your communication and gives your donors a clear window of opportunity to participate.
Decide Where and How Often You'll Show Up
Next, think about where you'll communicate with your donors and potential donors.
Will you focus on your email list? Social media? Maybe a combination of both?
Then decide how often you'll show up.
This is important because people need multiple opportunities to see your message, think about it, and decide whether they want to participate.
If you're doing a one-week campaign, you may want to communicate daily. If your campaign runs throughout November and December, you can spread your communication out more.
And remember, just because you post something on social media doesn't mean everyone will see it. The same goes for email. People get busy, messages get missed, and sometimes they need to hear about an opportunity more than once before they take action.
The key is to choose a schedule you can realistically commit to.
Set One Specific Goal
What are you hoping to accomplish through this campaign?
Maybe you're trying to raise $5,000 for a ministry project. Maybe you want to gain ten new monthly supporters. Or perhaps you're focusing on growing your email list so you can begin building relationships with more potential donors.
Whatever your goal is, make it specific.
And don't keep it to yourself! Share that goal with your audience so they understand what you're working toward.
When people know exactly what you're hoping to accomplish, they have a clearer picture of the opportunity you're inviting them into.
Give Your Campaign a Deadline
Your campaign also needs a clear deadline.
Maybe that's Giving Tuesday, Christmas, or December 31.
A deadline creates a natural sense of urgency and gives people a reason to make a decision.
Once you know your deadline, work backward. Decide how many weeks you'll be communicating, how frequently you'll show up, and what you'll need to prepare ahead of time.
This gives you a simple plan to follow instead of trying to figure everything out at the last minute.
2. Get Really Clear on Your Fundraising Message
Now that you've figured out the logistics of your campaign, let's talk about what you're actually going to say.
Because you can have a wonderful plan for showing up consistently, but if your message isn't connecting with potential donors, you're going to have a hard time getting them to take action.
This is something I work on with missionaries and ministry leaders all the time through my coaching sessions.
And one of the most important things I teach is to always start with conflict.
Start With the Problem
Before you start telling donors about your ministry or explaining how much money you need to raise, think about the problem your ministry is addressing.
Who's affected by that problem? What's at stake for them? Why does this matter right now?
You want potential donors to understand the real need behind your ministry.
When you lead with that conflict, you're helping them recognize why the work matters and why their participation could make a difference.
Make Your Donor the Hero
This is such an important shift in fundraising!
It's easy to say something like, "We need your help so we can continue making an impact."
And while there's nothing necessarily wrong with that statement, I want you to think about how you could make your donor the hero instead.
What if you showed them that THEY are the ones who get to make that impact possible?
Through their generosity, they're helping real people experience change. They're participating in the work God is doing.
Your message should help them see the important role they get to play in the story.
Show Them What Happens When They Say Yes
Now comes one of my favorite parts of storytelling: the resolution.
You've helped your donor understand the problem, and you've shown them the role they can play in addressing it.
Now paint the picture of what could happen when they say yes.
What difference will their generosity make? What could change in the lives of the people you're serving? What's the bigger vision you're inviting them to participate in?
This is where you help potential donors see the exciting possibility of what God can do through their partnership.
And that gives them a much more meaningful reason to give than simply knowing your ministry needs to reach a financial goal.
3. Make a Clear Invitation to Give
This last step sounds so simple, but it's one I see ministry leaders struggle with all the time.
You have a wonderful message. You've explained the need and shared the vision. Your potential donors seem interested.
But when it comes time to actually ask for support, things get awkward.
Maybe you feel uncomfortable asking directly, so you hope people will figure out what you want them to do.
You include a donation link somewhere in your email or mention that people can support your ministry, but you never really make the invitation.
Here's what I want you to remember: You need to clearly ask people to participate.
Don't assume they're going to figure it out on their own.
You've already shown them the important difference they can make. Now invite them to take that step.
Make the Next Step Easy
If your goal is to raise financial support, make it incredibly easy for people to give.
Give them one clear next step with a direct donation link.
Avoid creating unnecessary steps between their decision to give and the actual donation.
The easier you make the process, the easier it is for someone who's interested to follow through.
Repeat Your Invitation Throughout the Campaign
And don't forget to keep making that invitation!
Just because you asked once doesn't mean everyone saw it or had the opportunity to respond.
Someone might have read your email while they were busy and intended to come back later. Someone else might have missed your social media post entirely.
Your campaign should give people multiple opportunities to consider the invitation and take action.
As your deadline gets closer, remind them about the opportunity and when it ends.
You want to give potential donors every reasonable opportunity to participate in something that could make an incredible difference.
How Will You Make the Most of This Giving Season?
Giving season really is a wonderful opportunity for ministry fundraising. People are already thinking about generosity, and you have something incredibly valuable to invite them into.
But I want to encourage you to approach this season with a plan.
Decide what you're working toward and how you'll communicate it. Get clear on the problem your ministry is addressing and the impact your donors can make. And when you're ready, make a direct invitation that gives people an easy way to participate.
Remember, you're giving people an opportunity to be part of what God is doing through your ministry. There's so much joy and blessing in that!
So if you haven't started planning for Giving Tuesday or end-of-year fundraising yet, now is a great time to begin.
Need Help Writing Your Ministry Fundraising Newsletter?
If you're planning to send a newsletter during giving season but aren't sure what to say, I have something that will help you!
I've created a free guide, 5 Simple Steps to Write a Ministry Newsletter That Builds Trust With Donors, using the power of storytelling to help you write emails that connect with your supporters.
I'll even walk you through writing a subject line that makes people want to open your email.
You can use the guide for your giving season campaign and come back to it every time you write another newsletter.
Download the free Ministry Newsletter Guide and start preparing your next donor communication.
And if you'd like more personalized help developing a clear fundraising message that connects with potential donors, I'd love to work with you through one-on-one coaching.
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