Year-End Giving: The Importance of Planning Your Parish’s Communication Strategy
Now that we have introduced our step-by-step year-end giving guide for parishes, let’s talk about the Christmas season. During the Christmas, your parishioners and donors are bombarded with nonprofit organizations also seeking their financial support. It’s important that your parish recognizes who you are trying to reach and the best way to reach them.
Segment Your Target Audience
Millennials are 20-35 and are most likely to respond to a text message asking for a donation, watch a video detailing your message or respond to social media content.
Generation X are 36-50 and are the group most likely to want to help fundraise or volunteer for your parish, and respond equally well to text messages, phone calls, and to email. Plus, they are likely to check social media for updates. It’s important to engage this group before launching your parish’s year-end giving campaign if you want to raise the most money possible.
Baby Boomers are generally 51-65 and are the group most likely to set-up reoccurring gifts. This group responds well to phone calls and direct mail, they can respond well to email or even text-messaging in some cases. But phone calls and direct mail are generally best for this age group to encourage donations.
Greatest Generation members are 66 and up and are often not considered to be as willing to utilize Faith Direct as other generational groups, but they respond well to direct mail and phone calls and are also like to give by sending a check in the mail.
Set Your Goals
The best way to determine if your campaign is successful is to set a realistic but lofty goal that is specific and measurable that can be tied to either your financial giving numbers or your parish’s overall marketing goals. Some examples might include:
Increase donations among existing donors by 5% in December 2018 compared to giving numbers from December 2017.
Increase the number of new donors by 3% in December 2018 compared to December 2017.
Sign up X number of parishioners with Faith Direct before the end of December 2018.
Create Your Campaign
Every time your parish communicates to parishioners and donors, the look and feel of the campaign should be consistent. That means the parish logo and colors used in all marketing pieces should be similar enough that recipients recognize its part of your parish’s year-end giving campaign. Plus, the message and even the tone being communicated should also be similar from marketing piece to marketing piece. If possible, include photos and video that capture visually the mission of your parish and why your mission is important.
Donors love to read and hear how their donations are making a positive impact on the world. Create videos or testimonials that address the good work your parish is doing and individuals in the community or around the world that have been positively impacted by your parish. Compel the audience to take action by showing the good deeds they can help support with a donation using Faith Direct. And if you still aren’t convinced, consider this fact: the #1 reason that first-time donors do not give again is that they are unaware of the impact their donation has made. So, take the time to let your audience know how their donation is making a difference. It will be time well spent.
Determine How You Will Thank Donors
Spread the Christmas spirit to your donors when they provide you with a year-end donation. A good initial step is to personally thank your donors on your social media pages such as Facebook and Twitter. You could single out a random recipient, or if you prefer, the messages could be more general. Similar messages can also be posted on your parish’s website and in your parish’s bulletin thanking donors and providing a status update on how much has been raised so far. When posting to social media or to your website, also remind people who haven’t donated that it’s never too late to donate.
For those donors who use text giving to make a donation to your parish, send them a personal message thanking them for their general donation. For those donors to call in or mail in a donation, call them on the phone or leave them a voicemail thanking them for their donation and wishing them a Merry Christmas and Happy New Year. A personal thank you will go a long way in showing your donors that you value and appreciate their generosity.
In our next year-end giving guide post, we will look at some best practices for your parish, so check back soon. To discuss your parish’s eGiving program with us, please contact our sales team at 866-507-8757 or email@example.com.