BBS & Associates has urged ministries for years to strike a balance between “entertainment” and “consistency” — to stay interesting through creative writing and photography, but within a framework that’s familiar to the donor over time. You want a friend you can depend on — but you also want your friend to “know the score,” to be savvy.
The bottom line, then, is not about creativity or blandness: it is about impact. Even a ministry in a boring package will inspire donors to respond if the impact of the ministry is being communicated clearly. And even a ministry that “jerks the wheel” in terms of its presentation to donors will keep response rates relatively high if the focus of communications to donors is kept on results.
*Like what you read and want to learn more? Check out, The Disappearing Donor: Where Your Ministry’s Lapsed Givers Went, and Why