December could be called the month of generosity. Many dig into their pockets to give to charity. From the dropping of a few dollars in the Salvation Army buckets at the grocery store to adopting a family for Christmas, there is a spirit of generosity. Thirty percent of all charitable giving happens in the month of December. Twelve percent takes place in the last three days of the year. *
Though 2020 has been different in nearly every way, we do not believe generosity has been one of them. Initial indicators have demonstrated increased generosity in a time of need. Charitable giving was up 7.5% in the first half of 2020, compared to the same period in 2019. God’s people have remained faithful in this time, and in many cases, they have gone above and beyond in their giving, and we expect this to still be true in the final month of this unique year.
However, what we do expect is December 2020 to be a noisy charitable environment. Many worthy causes will be clamoring for attention from the same group of donors. How do you ensure you are heard? As you engage donors in this critical time, consider these communication tips.
Donors are listening for what you will do with their gift. How will you use it to transform someone’s life? Speak the language of the giver. Tell them how their gift will make a difference. Connect them directly to the hurt. Investors do not want to see a short-term fix, they want to bring transformation. Show them how.
Ministry partners love surprise and delight. Look for ways to bring a smile to your donor’s face, especially after this difficult year. Perhaps a surprise phone call, a handwritten note, a personalized video message, or a small gift would be well received. Consider a bookmark, a magnet or a Christmas ornament. Show sincere gratitude. It will set you apart.
Report the impact of their generosity. Be sure you show appreciation and report impact before you ask for another gift. Share a story. Include the spiritual impact, the progress toward your goal, or your effective stewardship. When you are reporting back, it is not all about the metrics, it is also about the changed lives. Show donors both quantitative and qualitative impact.
Celebrate! Share with donors how God has used them. How exciting that the God of the universe would use them to help accomplish His work! Show them how God provided. Consider sharing a donor story and how God has connected their hearts with your work. Applaud the story of one. Connect a donor to the transformation of one person’s life. Help the donor empathize and understand what was accomplished through their generosity.