Giving for Life: responding well

Our goal is not just more money for ministry but growing generous givers.

We asked people to read our emails, letters and brochures. To make a prayerful, thoughtful response. We could take those response forms for granted; we shouldn’t. We could shrug our shoulders at missing responses; we shouldn’t. If folk request information we could catch them in church; but we shouldn’t. We’re not raising funds. We’re giving for life. Reflecting the light of Christ.

Action: as easy as 123

We must respond personally and promptly when response forms come back. If we don’t acknowledge and appreciate we can devalue a prayerful response, however unintentionally. And we increase the chances that people’s best intentions won’t be turned into action.

So, in our follow-up: within one week of receiving a response form we send a personal thank you letter; within two weeks of the closing date for response forms we gently remind those who have not responded; within three weeks we make a personal visit to anyone who has asked for more information, such as a Gift Aid declaration.

Administration

Simple and effective administration builds trust; poor practice can be corrosive of people’s confidence. Record people’s responses (with dates) against the mailing list as they come in and get off your thanks letters in good time. Record any pledges of increased giving (and one off gifts) and, of course, ensure confidentiality here. The only number in the public domain is the running total of all pledges (e.g. pledges totalling £123 towards our giving target of £197.) Finally, make a note of any requests for additional information.

Authorship

In most cases, the initial ask letter and any reminder letter is signed by clergy. But the response form is very likely addressed to someone else. This is the one person who opens and records responses and pledges: a churchwarden, a planned giving officer or maybe the lay chair of the planning team. Clergy shouldn’t do this. That’s why the letter of thanks includes a line stating that while clergy are aware of the overall response but not the details.

Walking in the light of Christ

The heart of all our follow-up is a personal touch and warm appreciation, underwritten by some decent administration. The goal is a church of generous disciples.