Two Lessons I have Learnt about Donor Ministry (from the donors themselves!)
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Since launching TWAM (a discipling ministry to public school teachers all over Zambia) I realized I must increase my funding significantly. And I realized I need to improve my donor ministry. Why add new giving partners while neglecting the ones I have!
And so, I took time to think about it. Here are two lessons I have learnt about donor ministry from donors themselves.
Donor Ministry prevents donor attrition
Gospel workers dread losing giving-partners. A few years ago I got news that one of our donors (a married couple) was discontinuing their support.
I was heartbroken. They gave no reasons for stopping. I dutifully wrote to thank him for the years they had supported us but also dared to ask why they were discontinuing.
Here is part of his response.
Since I've been married, we've taken a blank-slate approach to our giving and decided to give to ministries that we both had a connection to. I lobbied [with my spouse] for 1.5 years to keep giving to the Zambia Navs. But during that time, I've had almost no personal contact with you (really, over the last 4 years).
There are many campus ministry opportunities here at home where we have much better contact with the individuals serving. In addition, the further we are removed from campus life, the more we realize there are many other great types of ministries to support. We don't want the majority of our giving to fall into just one category.
I was embarrassed! This couple was waiting a small personal contact, but I was silent.
This donor wanted more than newsletters only. He also added:
I suggest every 6 months sending a personal email that simply says "Hi [Bill], I hope you and your wife are well. We really appreciate your friendship. The family's doing well. What's new with you?"
I didn't really need much more than that; mass-emails don’t accomplish that purpose.
Let’s do more than merely send mass newsletters.
2. Donor Ministry engages giving-partners with what God is doing
One of my donors stated that he stops giving to anyone he does not hear from. His argument is, “How can I pray for you and your ministry if I don’t hear from you and how do I give if I don’t know what’s going on? I want to know whether my giving is making a difference.”
Donor ministry gives gospel workers an opportunity to bring donors into their world. This enables donors to follow what God is doing and know what their giving is helping to achieve.
Write newsletters that bring out your victories and successes as well as your struggles. Be vulnerable!
Make your Newsletters readable:
Interesting content.
Write well.
One page, one story and one great opening sentence.
Informed donors pray intelligently and usually continue giving because you tell them the difference they are making through their giving.
From these two lessons, it is clear that Donor Ministry is about maintaining your relationship with your donors. Failure to which you lose them and their support and the ministry God has given you suffers.
I lost a giving partner simply because I did not go the extra mile of keeping in touch with them beyond Newsletters. Now I know better, giving partners value both the relationship I have with them and the ministry God has called me to fulfill.
Nelson Musipa, Navigators Zambia
International Funding Coach and Director of TWAM (Teachers with a Mission)