Many of your donors have never visited your center. They have questions about the ministry and it is your job to answer the questions, even if you never hear them verbalized. Your newsletter is an excellent way to communicate answers to your donors.
What did you do with my donation?
In today’s society, with instant media, donors want to know if you are trustworthy and handle their donations responsibly. Donors want to see and hear that their previous donations are making a difference. They want to see that you are using their money to accomplish results. Highlight your accomplishments. “Thanks to the financial gifts last month, two new students entered the program and both have accepted Christ as their Savior!” This sentence could be used as an introduction to one of the student’s story.
Why should I continue to give?
You need to give them exciting, compelling reasons to send their donation to you, not in the form of generic vision statements, but relevant ways that you can use their support to make a difference. Tell them about new projects or students on the waiting list that can be helped with their financial commitment.
Does it matter if I give?
Your donors want to know that they and their money is important to you. This goes beyond the thank you letter that they receive in a timely manner. Show them that you value them, and their willingness to fund your ministry. Make sure your newsletter has news stories that demonstrate the link between their donations and the good that you are accomplishing with their financial help. One way to accomplish this is to tell the stories of the students and their families in the student’s testimony. If a student’s children and spouse are impacted by the student’s transformation, the donor can see a greater impact for their support.
Donors are interested in items that relate to them. Remember every accomplishment or student story is a donor-centered one. Without your donors, you are not open for ministry to take place. If you mail a special appeal for an item, report back on even small steps. An appeal for thousands of dollars to remodel the kitchen can be reported in small goals – “The generous donations designated for Kitchen Renovation received last month will be enough to purchase a new stove and freezer; these will be used to serve hundreds of delicious, nutritious meals to our students each week.” This could be an ongoing update of the progress, perhaps as a sidebar in your newsletter. Be sure to congratulate and thank the donors when the goal is completed; show pictures of the progress or at least the completed project.
Treat your donors like they are part of your team. Make them feel a part of the ministry; without them you cannot continue discipling and providing hope for the lost.
