Fundraising in a Tough Economy

Keeping perspective during a challenging season.

Douglas K. Shaw

When you spend even more effort remembering to turn up the thermostat, turn the lights off in empty rooms, and clip money-saving coupons, you know things are getting tough! It's tough on you, your family, your ministry, and your donors. So what's a self-respecting ministry leader or development officer to do? 

Take heart -- —there is hope:

Therefore I tell you, do not worry about your life, what you will eat or drink; or about your body, what you will wear. Is not life more important than food and the body more important than clothes? Look at the birds of the air; they do not sow or reap or stow away in barns, and yet your heavenly Father feeds them. Are you not much more valuable than they? (Matt. 6:25-26)

I take great comfort in these words from our Savior, and I hope you will too. Our heavenly Father called your ministry into being, and he has faithfully provided for you up to this point. If we truly believe he is the provider, then we must expect him to continue to provide for us and those we serve, his children.

I write this to you and also to myself. Difficult economic times are always a challenge to ministries and agencies like ours. But there are things we can do to put shoe leather to our faith and use the opportunity that economic challenges present us.

Determine the impact of decreasing income on your ministry. What essential ministry projects or programs are being put on hold? What impact does this delay have on those you serve? What opportunities are being missed by having to wait?

Communicate appreciation to donors. Be sure to thank donors for their support during these challenging financial times. Thank them for being faithful. Let them know you care about them more than about their gifts. Tell them you are asking God to provide for their needs. Finally, tell them you are asking the Lord to continue providing for those you serve through them.

Communicate clearly and honestly how your ministry is being negatively impacted by the economy. This is a theme that should appear throughout all of your communication channels, including:

• Major donor proposals and phone calls: These folks are feeling the downturn in the economy as well. They will understand how those who are less able to give have given less or even ceased their support. Consider sending them a one-page personalized proposal in a 9 x 12 inch envelope that clearly outlines how the economy is causing missed opportunities for your ministry to change lives.

Include a one-page personalized cover letter with this proposal expressing your concern for them and the reason you are sending this special proposal. Inform them that you or someone from your ministry will call them in the next few days to see if they have any questions, and to determine if they will be able to send the gift you have requested. Then make the calls!

Also include a one-page personalized reply device with a specific "ask" based on their giving history. You can offer several options: an immediate gift, a pledge for the next several months, or an opportunity for them to tell you the best time to call about the proposal.

• Direct mail: Carefully craft and send a direct-mail appeal about your income needs. (If you send the proposal to the major donors as described above, exclude them from this first direct-mail appeal.)

• E-mail follow-up: Ten days after sending your direct-mail appeal, send a follow-up e-mail blast. A key component is the subject matter line. It must be written so they know who is sending it and why it is critical they read it. In the body text, remind recipients of your appeal, ask if they have any questions, and include the names and e-mail addresses of those who can answer their questions. Thank them for taking the time to read your e-mail.

•Thank you letter and receipt: This should be sent within 24 to 48 hours of donors' gifts. Send it with first-class postage, and express how much you appreciate their support during this difficult financial time. Share what is being done with their gift and how much it would mean to you if they could send another gift today to continue taking advantage of this opportunity.

You can make tough economic times work for you! I hope you find these proven insights and strategies helpful as you continue to seek the Lord's provision for your ministry.