One of the most powerful tools of communication available to a ministry marketer is simple transparency. When the ministry leader tells me, in the context of an appeal letter, something about himself, it engages me in a way that no amount of rational explanation of the need and the benefits can. A letter to your donors might say, “I feel this is one of the most important actions we could ever take together.” But it would more effectively communicate if it said, “I was sitting in my Buick yesterday, stuck in traffic. I normally would have been frustrated about running late, but instead I found myself thinking about this plan — because it’s one of the most important actions we could ever take together.” You could ask me to give to a project — or you could tell me that you and your spouse have talked about it and decided, because you believe in it so strongly, to give a sacrificial gift … and ask me to do likewise. Transparency has a connecting effect on a reader or listener.
* Like what you just read and want to learn more? Check out, The Seven Deadly Diseases of Ministry Marketing: Confessions of a Christian Fundraiser.