Who asks, receives: why asking matters
A sermon invites us to respond to God’s grace. Our letters ask us to respond to a request to review and renew personal giving.
Any fundraiser will say that asking is the most important - and the most difficult - part of raising money. But we must ask. Because asking and responding builds engagement; grows generosity.
Asking for the obvious
Surely when people see need or opportunity they will give without being asked. But we must ask for the obvious. It’s hard. Over half of Christians (54%) told Stewardship in 2024 they had never been asked to give more and 15% were asked just once. Many Anglicans have never been asked to give regularly (41%) or asked to review their giving (43%) (Anglican Giving Survey 2025; unpublished data).
Ask and you shall receive
Asking is in the Bible. God tells King Solomon, Ask! What shall I give you? (1 Kings 3:5). Paul wasn’t too proud to ask - for Jerusalem (Rom 15:25-28; 2 Cor. 8 - 9) or for financial support for Christian leaders (1 Cor 9:7-12). A widow seeking justice and Jairus seeking healing are praised for their asking (Luke 18:1-8; 41-56). The asking of a Canaanite woman is praised as great faith (Mt 15:21-28). Famously, Jesus tells his disciples, ask and it will be given to you... everyone who asks receives (Mt 7:7-8).
Asking matters
In an academic experiment people had $10 to allocate to a recipient. With no communication between the two, the average gift was $1.50. When the recipient could ask for a gift, it rose to $2.40. When giver and recipient communicated, the gift rose to $3. There is power in asking. It seems to generate an empathy that leads to greater giving. Interestingly, the words used mattered less than the fact of the ask itself. The authors conclude that asking is a social cue that stimulates altruism and constrains selfishness.
Asking not begging
We’re not begging. We’re asking our brothers and sisters to resource mission and to journey into generosity. Don’t let our asking be reluctant, embarrassed or apologetic. Our literature should reflect our confidence in the Gospel and the ministry of our church.
Two different things
Let’s be clear. Our sermon and our programme literature do different things. Don’t confuse them. Our preaching connects money and discipleship and invites a response to God’s word. Our programme literature makes an ‘ask’ of God’s people.
The brochure explains the financial facts of church life and the scope of our ministry. The letter makes a personal ask for a personal response. The response form is a pledge of commitment. Our digital resources communicate need and opportunity, widely and creatively.
Tools for the job
See the guidance and templates for a brochure, letters and response forms at Preparing the Literature. But first, check out the guidance on creating a mailing list reflecting UKGDPR privacy regulations.
Our daily bread
We can confidently ask for what we need (Mt 6:11) so let’s not be anxious about asking our church family for our church’s needs.