Start the Year With Extra Cash!

© The Navigators. All Rights Reserved. Do not use without permission.

It’s not too late to send your end-of-year or start-of-year letter appeal. But start today! Send hard-copy if possible, but electronic is okay.

Writing an end-of-year appeal need not produce headaches!

Gospel-workers outside America say that an end-of-year letter is un-necessary because, “Our country has no year-end tax incentive for giving.” Okay, how about sending a “start-of-year” appeal? Say… “Help us launch ministry on January 1, 2019 with full funding!” 

Not a gifted writer? No problem. Follow these guidelines to reduce the pain.

11 Guidelines:

1. How much do you need? Don’t make up a number. Do your homework. Include your monthly average shortfall, upcoming travel and project costs. State your cash goal specifically--$18,780 not “about $20,000.”

Ask for a cash gift, not monthly support. A letter rarely brings monthly support—go face-to-face for monthly.

2.     To whom will you mail? Everyone on your mailing list! If you don’t mail to them, you are deciding for them.

Exception: I exclude a few family members and non-believers. But only a few!

3.     What will I say? Use this 6-point outline:

a.     Opening sentence or two: Say thank-you for giving, praying, encouraging.

b.     Why you are writing? “I am writing today to ask for your partnership as I launch a new year of ministry.”

c.     Review past 12 months—pick out 3-4 highlights with a photo or two. Don’t rehearse everything you have done. You are not writing your Mom!

d.     Describe the next 12 months— a ministry trip, an evangelism thrust, an expansion of the Greek ministry.

•   Explain your dreams and fears about the coming year—be vulnerable.

e.     Tell an incomplete story of one person in your ministry who is struggling. 

People give to people. Maybe “Sally” is on the journey to Christ but struggles with an alcoholic father. Your readers will be motivated to help Sally.

Get permission from those you write about. Disguise names and places as appropriate.

f.      The appeal. Might say: 

Now that you have heard our faith plans for the next 12 months, it is time to ask for your partnership. We cannot do this vision alone!

Will you pray about a special gift of the Lord’s leading to join in reaching students like Bob? The amount is up to you, but perhaps you’d consider $_____ or $_____. 

4.     One Topic—Funding! This is a cash-appeal letter, not a newsletter. Your normal newsletter with an appeal tucked in at the end will not get good results. We have tracked it! 

Dive right in with these first lines to three different audiences: 

Dear [Joe and Sally—current donor,]

Thank you for your faithful support of $35 per month over the past 12 months—your partnership is so encouraging.

I am writing today to ask for your additional help as we end our ministry year and launch on the new year with huge opportunities. But we need to launch out fully funded.

But first, three highlights of the past year…

-

Dear [Bob and Cindy—non-donor,]

Thank you for your encouragement over the years in our ministry to students here at Iowa Technical University. I am writing today to ask for your renewed help as we end our ministry year and launch on the new year with huge opportunities. But we need to launch out fully funded.

But first, three highlights of the past year…

-

Dear [Louis and Barb—lapsed donor,]

Thank you for your support of our ministry to students here at Iowa Technical University. Your gift of $200 back in June of 2017 is much appreciated.

I am writing today to ask for your help as we end our ministry year and launch on the new year with huge opportunities. But we need to launch out fully funded.

But first, three highlights of the past year…

5.     Suggest a range of gifts. In appealing to build the tabernacle, Moses in Exodus 25 suggested a variety of gifts—gold, silver, linen fabric, porpoise skins! Readers want to know what they can do that will truly help you.

For example: A gift of $287 will take care of airfare and expenses for one day during our 10-day ministry trip. 

Or…$55 will cover the cost of materials and pizza for five students during orientation. But gifts of $500, $1000 and $2500 are also needed to reach our goal of $18,780 by January 5—that’s when the students arrive back on campus.

6.     Deadline. Usually December 31 or January 31.

7.     Photo. Include a photo of you in ministry action. It is not prideful. Your readers don’t think about you every day (sorry). Let them see your face.

8.     Scripture. Share a meaningful scripture verse or phrase. Why is this verse meaningful?

9.     Signature. For hard-copy, sign each letter personally. For electronic, drop in your signature.

10.     How to give explained clearly. Make it simple for your readers to give.

11.  Find an editor. Ask a friend without the gift of mercy to edit your letter! Watch for typo’s.

Social media? No. Social media fundraising works best for dire emergencies! Use social media to connect with donors, but don’t use it for funding.

God bless you as you work hard to prepare an effective cash appeal letter. Following these 11 guidelines will increase your cash for ministry. You can find more examples on page 125 of Funding Your Ministry (3rd edition) at www.scottmorton.net .