Mix it Up – Appeal to Heads and Hearts

In the mix

The mix of head-givers and heart-givers suggests that a ministry should balance donor communications between strong, passionate requests for help and content-rich “information dissemination” devices such as newsletters.The reality is that donors tend to give only when an individual communication is focused on a single need. To load an appeal letter with a lot of news about various ministry activities dooms the appeal to tepid response rates. So ideally, a ministry will communicate over the course of time in both formats: sometimes offering news, insights, and ministry to the donor; at other times, simply asking for support.

“I want to be made to feel that I am part of the team,” one typical donor said, “and not simply a source of income to them.”

What donors are saying…

“Only one time did I intentionally stop supporting an organization, and that was because they stopped communicating with me. The better part of a year went by and I did not have one form of communication. I do not need a lot of communication, but when giving regularly on a monthly basis, I do not think a year should go by with zero communication.

* Like what you just read and want to learn more? Check out, The Disappearing Donor: Where Your Ministry’s Lapsed Givers Went, and Why .

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About Gary Coiro

Nonprofit & Church Leader Nonprofit Leader and Consultant since 2004, following 15 years as a pastor. Competencies include board development, fundraising, staff development and management, strategic planning, church work, Bible teaching, and capital campaigns. Currently consulting and serving on the Church Ministries Management Team for a large multi-cultural evangelical church.
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