Principle: Tailor your request for financial support to the people receiving the message
One of the spillover effects of the shift to a digital world is that nearly everything is tailored to your specific interests. While one can easily make the case that this is an unhelpful trend that is creating division in society, it is also a trend that is creating the expectation that communications will address the situations and interests of the individual and seemingly making broad-based appeals less effective.
Action Ideas:
  • Divide the congregation into affinity groups and tailor your request for financial support to the interest of that group. You are not inviting people to give to designated funds that might interest them, but rather you are using stories and examples of ministry that are tailored to their interest in your communications.
  • For example in the midst of the pandemic, you could have:
    • Online Only Worshipers
    • Parking Lot Worshipers
    • Digital Small Group Participants
    • Volunteers and Leaders
    • Somewhat Disconnected during the Pandemic.
  • Write one letter/email and customize examples of ministry described in the letter/email to focus on the interests of each group
  • Use a merge feature to include the name/names or individuals in communication
  • Make it easy to respond. Include links to online donation sites and mailing addresses for checks.
  • Create a video talking about the congregation’s ministry from a personal perspective that invites people to join that individual in supporting the ministry.
  • Consider supporting a ministry event or activity with a clear connection between the donation and the ministry being accomplished through a short-term donation. If you need $1000 in digital equipment to support your ministry, invite people to make a one-time gift to purchase the equipment. Consider using a matching gift to encourage participation.
  • Adapt or use an existing theme or set of materials. The Virginia Synod posted a digital financial emphasis on the Synod website in March called Generosity Matters: www.vasynod.org/covid-19/stewardship-and-financial-resources. You can get free access to the resources at the Ecumenical Stewardship Center: stewardshipresources.org by emailing Neil Bullock at: Neil.Bullock@elca.org.