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Maximizing Your Annual Pledge Campaign

Maximizing Your Annual Pledge Campaign. YEAR ROUND PRACTICE Plan a Stewardship calendar. Example: January – Health, Wellness Lent – Simpler Living / Legacy / Retirement Spring – Time & Talent Summer – The Environment Fall – Annual campaign

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Maximizing Your Annual Pledge Campaign

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  1. Maximizing Your Annual Pledge Campaign

  2. YEAR ROUND PRACTICE Plan a Stewardship calendar • Example: • January – Health, Wellness • Lent – Simpler Living / Legacy / Retirement • Spring – Time & Talent • Summer – The Environment • Fall – Annual campaign • Advent – Faith & Finances / Debt & Consumerism

  3. Stewardship vsPledge Campaign?

  4. Stewardship: Using the gifts we’ve been given, to do the work God is calling us to doAnnual pledge: One form of financial stewardship

  5. Why do a campaign? • Get everyone’s attention - GOTV • Promote a culture of participation/pledging • Connect giving to a life of faith • Congregation-wide conversation • Build community/have some fun! • Celebrate the mission and impact

  6. We are not the only ask! • Almost half of U.S. donors (47 percent) give money to three to five organizations, and 15 percent give to six or more • Religious giving is down 50% since 1990 – now less than 30% of total charitable giving

  7. Typical pledge campaign • Summer planning phase • Rector letter • Week 1 – Kick-off, testimonial #1, sermon • Week 2 – testimonial #2, letter #2 • Week 3 – testimonial #3, letter #3 • Week 4 – “Pledge Sunday” event • Wrap-up phase

  8. know the phases of Your campaign 5 Pledge Campaign phases: • Listening Phase* • Planning Phase (summer) • Advance gifts (late summer) • Public Phase (fall) • Wrap-up Phase (winter)

  9. I. Planning phase • Draft a Case Statement • Why? To what end? • What is the current story of your church? • Consider ministry/mission goals • New challenges/new opportunities • Listening phase? What did you hear? • Determine a Campaign Theme • Speak to the Case Statement?

  10. www.TENS.orgUSER NAME: matthewPASSWORD: five:16

  11. Matthew 5:14-16You are the light of the world. A city built on a hill cannot be hid. No one after lighting a lamp puts it under the bushel basket, but on the lampstand, and it gives light to all in the house. In the same way, let your light shine before others, so that they may see your good works and give glory to your Father in heaven. www.TENS.orgUSER NAME: matthewPASSWORD: five:16

  12. Matthew 5:14-16 What word or phrase strikes you? What do you hear this passage saying to your church today? How might this theme energize your campaign this year?

  13. I. Planning phase cont. • Set giving goals • Median Pledge increase • Number of pledging households • Total pledged • Map out the campaign calendar • Begin w/Pledge Sunday work your way back • Clear the decks!

  14. I. Planning phase cont. • Recruit Campaign Team for their gifts • Fundraising experience • Event planners • Graphic design/PR • Direct mail/marketing • Hospitality/Greeters/Fun people! • New members w/fresh eyes • LTM who know the congregation and its culture • Chaplain • Children/Youth/Family leadership?

  15. I. Planning phase cont. • Organize Your Prospective Pledge List • Newcomers/New Members (who don’t pledge) • Regular givers (give but don’t pledge) • Current pledgers (pledged last year) • Give through Auto-Debit (may not have “pledged”) TIP – Create a shared Excel file • Mailing address, Emails, Phones (home/cell) • Pledged – yes, no? • Thank You sent? • Notes (moved, ill, lost job, etc.) – pass to clergy for follow-up

  16. I. Planning phase cont. • Set up Pledge Entry and Acknowledgement System • Letter from bookkeeper acknowledging amount • Handwritten note from rector thanking them

  17. I. Planning phase cont. • Create communications and PR plan • Logo? (TENS) • Brochure? • Pledge cards (TENS) • Letters (TENS) • Weekly bulletin insert? (TENS) • Leverage through all channels: Print, Mail, Social Media, Posters, etc.

  18. Reflections

  19. A typical 3 Letter cadence • Letter #1 • Send out a week or more before the kick-off • Send to all potential pledgers on list • Summarize case statement, announce campaign goals, and theme • Announce the “Pledge Sunday” date • Invite prayer and discernment • Include card?

  20. A typical 3 Letter cadence cont. • Letter #2 • Send out in a week into the campaign • Include pledge card • Consider tailoring it to different groups: Newcomers – invitation to belonging Regular donors who don’t pledge Plateaued givers / dues payers Current pledgers – thank you! TIP – Hand addressed, real stamp TIP – Consider a personalized ask to move people along

  21. Letters cont. • Letter #3 • Reminder the week of Pledge Sunday • Email probably best • Link to online pledge card/auto debit TIP – Ministry leaders send reminder to their ministry teams • Altar Guild, Ushers, Greeters, Choir, CYF parents, Outreach team, etc. send Pledge Sunday reminder to their lists • Give them a 3-4 sentence sample email

  22. I. Planning phase cont. • Organize “Kick-off” Sunday • Commissioning of campaign team • Introduce campaign prayer (POP, offertory, etc.) • Announce results from “Advance Phase” • Launch your PR campaign - Brochure, banner, posters, email, etc.

  23. I. Planning phase cont. • Organize “Pledge Sunday” (or “Celebration Sunday” or “In-Gathering”) • Procession to altar? Bless cards? • Where in the service? • Guest preacher? • Food, special music? TIP – On the next 2 Sundays, give update results, thank donors, and offer opportunity to bring pledge up at communion

  24. II. Advance Gift Phase • Rector obtains pledges from vestry, campaign team, ministry leaders, former vestry/wardens, major donors, untapped capacity. • Announce at meetings • Host a reception (listening session) • Pass out pledge cards • Follow up with letter and phone call • Request an increase to help lead the congregation to join them (to be announced at the kick-off).

  25. III. Campaign Phase • 4 Sundays: • Testimonials (3-5 min) • Bulletin info or reflection (TENS) • Campaign prayer (TENS) • Campaign updates in verbal announcements • Last, give most time, emphasis

  26. III. Campaign Phase cont. Preaching series? • Consider the case statement for possibilities • Consider different constituencies/motivations for giving: • Community impact/outreach • Legacy, history of church • Spiritual practice/sacrificial giving & personal transformation • Belonging to a faith community/commitment in relationship

  27. III. Campaign Phase cont. Interactive sermons/testimonials • Invite entire congregation to consider the same question

  28. IV. Wrap-up Phase • Email a link right after Pledge Sunday • Send a letter with card • Email again – reply “YES!” • Call – use a script, call from church • Consider peer-to-peer assignments • Review auto-debits for renewal • Auto-renew those still giving come Feb

  29. IV. Wrap-up Phase cont. • Host a gathering for the entire team (hosts, testimony folks, staff, everyone) • Thank everyone! • What worked, what didn’t, what might we do differently? • What might the team be called to during the year?

  30. mid-year THANK YOU’s • Thank all pledgers at Annual Meeting • Mid-year note from Vestry or Rector • Statement letter • First-time pledger dinner • Leadership gatherings • Campaign committee calls for prayer requests in Lent? • Have a script, prepare for pastoral follow-up, etc.

  31. For more information: Rev. Chris Harris Associate Rector Christ Church Cranbrook charris@christchurchcranbrook.org 619-995-9600

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