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There's one common denominator to
every successful visit with major donors in markets all over the
country in this crucial fundraising month of December. What is it?
 The
main reason for successful visits is that close relationships were
built over the past year, yielding both commitments to prayer along
with healthy pledges and financial gifts towards year-end campaigns
of Christian-formatted radio stations. When asked why they chose to
make a contribution at this time to this particular organization,
the consistent answer was that they saw the connection
between how their gift made a tangible difference in delivering hope
to listeners.
Those responses certainly square with a recent poll by the
Foundation Center which revealed that the most important
consideration when donating to a charity is whether the organization
is making a difference (63%) and fulfilling their stated mission
(24%).
God seems to lead us to the most generous friends when this
principle is practiced. Friends who establish charitable trusts,
giving clubs and family foundations. People who emulate the
unheralded generosity of Christian apologist and writer
C.S. Lewis, who formed a trust called "The Agape Fund" to
anonymously give 75% of his royalties to people in need.
How does that translate to your efforts to attract the hearts of
donors to your cause? I believe the organization that
clearly communicates stories of life change will win the hearts and
loyalty of both long-time and new donors. The result could
be a fully funded project during lean economic times. Oftentimes
this is best accomplished using pictures that depict ministry
impact--such as a picture of respondents to an evangelistic
festival. Better than 50% of us are VISUAL. So, go ahead and try
using quality presentation tools to tell the story. Then---let the
donor tell their story of how your station influenced them to follow
God's leading in their lives.
Want some proven ways to increase loyalty all year long to
increase donor loyalty and reduce the dreaded unfulfilled pledge
ratio?
- Schedule
personal “Thank You” phone calls and record comments in
their donor file. Review their donor record comments before each
subsequentt call.
- Make a
big deal about their “second gift.” Consider sending a
special “Impact Report” describing organizational victories and
needs. This one page report identifies what you have accomplished
over the past year and provides a personal testimonial. Though the
donor may not have been involved in the past year…they will sense
their important role.
- Have one of your
Christian music artists record a "thank you" script
personalized to your audience and send robo-calls out to your
donors.
- Provide
advance information about concerts and events. Spotlight
the fact that they are receiving this before anyone else.
Your ideas?
E-mail Mark Kordic at
[email protected]
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With 24 years of experience in corporate and non-profit leadership
positions and almost a generation of experience in listener
supported Christian radio, Mark Kordic helps radio stations across
the country grow income from major donors and pledges.
Before joining Advocace, Mark was the Director of Media Advancement
for CDR Radio Network-The PATH®, the media division of Cedarville
University in Cedarville, OH. At The PATH® he successfully
served in a number of marketing and executive positions, helping
fund network expansion. Kordic also previously served as assistant
pastor at Shawnee Hills Baptist Church in Jamestown, OH.
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