Communication and the Annual Review

The purpose of preaching stewardship is to open and shape hearts and minds to the grace of God; to develop the organic relationship of our giving to God's gift. Preaching is not the place for communicating financial facts, nor requesting a personal response. That is the task of brochures and response forms, the principles of these documents are set out in the Communications Strategy.

Written communication falls into three categories: the clergy Review letter that expresses thanks and appreciation as well as making the personal "ask", if appropriate; the Review brochure that acts as the unifying element of communication to the congregation; the Review response forms that enable church members to externalize or symbolize their personal response to the Annual Review. The links from this page provide more guidance for each of these categories and also gives access to the templates for each element of the communications strategy. In the context of an Annual Review, all forms of communication should take account of the following:

• The written communication must be consistent with the agreed scope and feel of the Review Sunday programme.
  • The brochure and covering letter are essential.
  • Decide well in advance whether you also want to ask people to return a commitment card and/or an Information Request card?
• The content of a covering letter will be dependent on whether it only relates to the Annual Review, or is also intended to be the annual 'thank you' letter sent to all members for their continued support. Great care must be taken to present a clear and consistent message. (See also Writing Thank You Letters and The Value of Appreciation)
• Nowhere is the principle of differentiation, and the need for sensitivity and good administration, more important than in dealing with written communication. Be sure to update the church membership database carefully, and to apply it to letters and response forms if you plan to use them. The brochure is sent to everyone in the database and is undifferentiated.
• An Annual Review that follows an intensive focus on money from the previous year, will require additional sensitivity.
• The Review is an annual event to assist church members in developing a habit of reviewing their giving. As such it must be sustainable year on year and the chosen forms of communication must reflect this.
• All the forms of communication used in the Annual Review must reflect biblical giving rather than look like an annual funding appeal, or request for one off donations.