Writing the Clergy "Ask" Letters

The brochure which is sent out to every member of the congregation sets out both the financial needs of the church and a range of financial responses sought from church members. The brochure can be informative, compelling, and attractively produced but a brochure cannot make a personal ask for a personal response. Personal is what the clergy “ask” letter is all about.

The ask letter is written from the clergy or elders (or the wardens in an interregnum) and should be a letter from one individual to another. The principle of differentiation is central; different letters to different groupings in the congregation. Templates for letters to the Core, the Congregation and the Fringe are available which can be freely adapted to suit the local situation.

Additional guidance for adapting the letters can be found at Writing the Ask Letters and this should be considered when editing the templates. In brief follow the A to D of letter writing:

• A is for Asking:
  Don’t forget to do it - clearly and unambiguously.
• B is for belonging:
  Keep the letters personal so that the emphasis is upon belonging to a church in which relationships are primary. Check that the letter is more about the difference that the giver's gift will make to ministry than the financial needs of the church.
• C is for challenge... and for clarity:
  Your letter must clearly answer the question, “What do you want me to do?” and challenge people to act.
• D is for differentiating:
  Make sure that the letters meet people where they are: differentiate your data base and so differentiate your letters.