It is common knowledge in the business world that customer retention is much more cost-effective than trying to acquire new customers. The same is true for churches and other nonprofit organizations. Although it is important to attract new members so the church can grow, it is equally (if not more) important to keep the members you already have.
We are coming up on the end of year, which means it is time for churches to send out contribution statements and start focusing on the year ahead. Here is a simple yet effective way to encourage people to donate again next year:
Include a sincere thank you letter with contribution statements.
Recognition and appreciation help motivate people to contribute again. In addition to giving them credit for helping the church accomplish its mission, explain how the gift was used so they can see how they fit into the overall picture. Skipping an evening out and donating the money seems like much less of a sacrifice when they know the donation will help feed hungry children at the local shelter. Also, make sure to share the church’s vision and goals for the upcoming year.
If there are people who didn’t fulfill this year’s pledges or just haven’t donated for a while, check in to see if they are okay and ask when they are coming back. They may be having personal problems (e.g. financial hardship, health concerns, loss of a loved one.) Reaching out lets people know you truly value their relationship with the church and can be a source of comfort during difficult times (i.e. just knowing someone cares and noticed they were gone creates a warm fuzzy feeling.) Sometimes people stop donating because they don’t feel it is making a difference. Let them know how their past donations helped and tell them they are missed – they might just come back.
Want to know the best part?
This is probably one of the cheapest, easiest marketing initiatives ever. The church is already sending out contribution statements, so there is no extra cost* and you already have the readers’ attention. Make the most of it and take a few minutes to draft a genuine thank you letter – it could make a huge difference.
*Save money on postage by sending contribution statements via email. For more information or to register for a free trial, please visit www.iconcmo.com.