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In this issue...
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By Mark Hiehle
One of the keys to the successful development of every center or event is underwriting. Through underwriting, salaries can be covered, equipment purchased, conferences attended, or fundraising event goals met. Asking for money, however, is often seen as a necessary evil—a task that few enjoy or anticipate. For some, being asked to serve on the fundraising committee is like asking them to run a 26-mile marathon or to have a root canal. They will say, "I'll do anything but THAT!" Why do so many people recoil from the job of fundraising? A common objection to fundraising is that people say they hate "begging" for money. Hopefully, this article will change your perspective about fundraising and give you a new outlook and momentum for your financial bottom line.
What makes for successful and enjoyable fundraising? The most important aspect to growing your center financially is your mindset. The key is to understand and believe that you are not begging for money—you are developing your center. You must believe in what you are doing. Do you believe that if you were not in existence, lives would be lost? Do you truly believe that because you are there, light is piercing the darkness of sin, fear, and death? If you believe that your center's ministry is that vital, you are not asking for a handout. You are providing someone the opportunity to make a difference in lives and invest in that which is eternal. With that in mind, you must view your center as a ministry positioned strategically between life and death, heaven and hell, freedom and bondage.
How should you view fundraising? When you invite someone to invest in your ministry, that of saving and changing lives, you are offering them the opportunity to give as well as receive a blessing. In reality, giving is a spiritual opportunity. God's grace is seen as we ask, seek, and knock (Matthew 7:7-11). The early church modeled giving as they gave according to their ability (Acts 11:29). Giving is pleasing to God (Philippians 4:14-18). We are encouraged not to forget to give (Hebrews 13:16; Galatians 6:6-7). When you ask someone to give, you are allowing him or her to make a difference and grow spiritually.
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IT IS REALLY
OUR HEAVENLY
FATHER THAT
WILL LEAD
PEOPLE TO GIVE.
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Understand that the amount of the gift requested will determine the impression of your ministry. It is sometimes difficult to comprehend, but the larger the gift you request, the more respect and honor you are given by the one you ask. If you ask someone for $50 or less, you are viewed as someone asking for a handout (like a telemarketer). When you ask for a donation over $100, you can be seen as someone compared to a salesman. However, if you ask for $500, $1000, or more, you are seen as a development professional. With this in mind, whenever you are asking on behalf of your center, share the big dream that drives you rather than the daily grind. Asking someone for a bag of diapers doesn't get them excited about your ministry. Asking them to help fund the purchase of an ultrasound machine so that lives can be dramatically changed—that sparks interest. What you are asking for puts you and your ministry on a different level.
It is true that the average donation given to non-profit organizations is $35. However, given on a monthly basis, that totals $420 for the year. This is especially important to highlight at banquets. When you ask, help people to see the impact and magnitude that regular giving makes. Help them to see what their gifts will accomplish. Help them to feel that their gifts really will matter and that they are important! They need to feel that their gifts are significant.
How do you get large gifts such as in underwriting events or projects? Understand that people give to people, not programs. Relationships develop over time and so do ministries. Without the establishment of trust and a history of success, sustained development will be extremely difficult. As you communicate with those who are interested in your ministry, they are looking for results. Are you doing what you say you do? Are people being affected, and are you making a difference? People want to be part of something bigger than themselves. When they support you, are they able to touch someone's life beyond what they are able to do on their own? This is what they are looking to do. The stories you tell of how clients receive ministry and are changed meet that need of your donors. Therefore, always have a story to tell. Stories of changed lives not only inspire and motivate, but over time those stories produce trust and deeper commitments.
Additionally, the stability of personnel and the consistency and frequency of your communication produces feelings of confidence and credibility. In other words, if the center's staff is continually changing, and the only time donors hear from the center is when they are in financial trouble, the impression is that the ministry is not run very well. People will believe that it is not a good investment. Therefore, share your success stories regularly and seek opportunities to promote your ministry in public every chance you can. The more visible you are, the more funds you will generate.
The process of securing underwriting or special funding
Compile a list of potential donors. Pray and ask the Lord to bring to your mind those He would have you approach, then do your homework. Investigate the giving patterns and amounts of your current donors. Research local businesses that you can approach for funding. List those businesses where you currently do business or who are on your mailing list. These businesses could include your local insurance agent, banker, plumber, electrician, printer, or supplier. Brainstorm in meetings concerning those that board members have relationships with such as doctors, lawyers, dentists, CPAs, car dealers, realtors, etc. Build upon relationships that you already have. If you are approaching a business, get the name of the decision maker and ask for an appointment.
Prepare your presentation. Know your budget and the bottom line. The more prepared you are to answer any questions that arise, the more confident the donor will feel and will consider you a good risk because you appear to be on the ball. Understand that business people are normally bottom-line oriented. They want to know what it is going to cost and when you need it. They like to make decisions, so give them something specific to decide.
Present the project as an advertising opportunity for donors. Tell them that you would be honored to acknowledge their gift in the promotion of the event (on posters, news stories, etc.), at the event, and following the event in your newsletter. Finally, ask for something specific. Again, you are not begging, you are developing! You are giving them a terrific opportunity to be part of something great—so be enthusiastic!
Ask. After you have built a relationship, you share the big picture of the project or need with them. Then ask if they would consider helping you by giving a specific gift (like $1000) by a specific date. This could be by December 31, over the year, or by an event date. Then stop talking, silently pray, and wait. If they say that they can't afford the specific amount you asked for, then you simply ask, "What would be a more appropriate amount?" Again, stop talking, pray, and wait. Allow the Lord to work. After all, it really is our Heavenly Father who will lead people to give. Our job is to share the vision and the need. The rest is up to Him.
This process works and produces results. This is the Lord's ministry, and ultimately He is responsible to supply what is needed—but He will use people. Personally, as the Executive Director of my center, I have found that the more time I spend out of the office cultivating relationships and asking for gifts, the stronger the center is financially. People give to people, and big dreams draw big givers. So, pray, develop relationships, tell stories, and ask people to help you make a difference for eternity.
| Mark Hiehle is Executive Director of Hope Pregnancy Center, Clarksville, Tennessee. He can be reached at mark@highcalling.com. |
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