ORGANIZING THE INVITATIONS TO GIVEThere are good ways and better ways to ask people to give money. A good way is to provide accurate, inviting information about the ways in which money will be used to everyone who might possibly give anything for the selected purpose. The better way is to spend some time thinking about who might have both the inclination and ability to give, how much they might give, and how might be the way to invite them to give in order to encourage the greatest potential gift. Then, plan different invitations based on that inclination to give so that you spend the most time where the inclination is greatest. In secular charitable and philanthropic organizations, 80% of the money comes from 20% of the donors. A review of most congregations’ giving records would confirm that this 80/20 ratio seems to be true there as well. There are a number of reasons for this, including the fact that the gift of making large sums of money is not one that God has given to everyone and the inclination to give has not been equally formed in all of us. Another factor in our decisions to give of our resources is the desire to invest in a winner. There is risk involved in giving. When we see that others have made the commitment to give, it reduces the sense of risk and gives way to our natural desire to be generous people who are part of a generous group. That is why beginning with a few early commitments to give actually encourages a broader base of givers. The best way to organize the invitation to give is to issue invitations to give in the following steps:
Adapted from The Alleluia Fund: A Guide for Dioceses and Congregations |