Guest post written by contributing author, Kristal Frazier
Can you build a successful stewardship campaign in the middle of a crisis? I had the privilege of working with a pastoral organization that wanted to launch a stewardship campaign in Spring 2020—at the beginning of the COVID-19 pandemic. You can imagine the challenges we faced trying to fundraise in the middle of a global crisis. I quickly realized the three components that ultimately made their campaign successful, which I call the Three Ts and the Two M’s’:
- Theme: Organize the campaign around a theme that is sensitive to your current context and is something your members can relate to.
- Team: Involve members of your congregation in the campaign from the earliest stages.
- Timeline: Share the timeline for the campaign including dates for donation requests.
- Mission: How is the campaign related to your mission?
- Ministry: How does this campaign contribute to your efforts to serve more people?
By focusing on the Three T’s and Two M’s, the campaign was received well by members, resulting in donations and future engagement.
Communication strategy
To strengthen your campaign, have your stewardship team create a communication strategy around the theme that prepares members for news and announcements surrounding the campaign. Working together, you can prepare your audience in advance. A few ways of doing this include:
- Announcements of upcoming campaigns and initiatives
- Videos and briefings about ministry, mission, and vision
- Testimonials and commentary from volunteers, staff, donors, and supporters
I encourage leaders to focus on their message rather than the audience. When making The Ask in a faith-based setting, make sure you are absolutely clear about your mission and ministry, and your audience is more likely to respond positively.
Overcoming resistance
So, you’ve incorporated the Three T’s and focused your message on mission and ministry. But what do you do when you meet campaign resistance? What happens when the campaign donations are barely coming in? You meet resistance by going back to the Three T’s and Two M’s!
● How long will it take for the church to reach their goals? (timeline, mission)
● How often will we receive updates about campaign progress? (timeline)
● Why this initiative, and why now? (theme, mission, ministry)
When creating stewardship campaigns, keep the mission and your ministry at the forefront. When you feel like people are not understanding your message, rely on your stewardship team. They can help you beyond campaign logistics by providing feedback on the campaign, the message, and how to communicate the ministry initiatives. Your team represents your members, so their perspective is priceless.
Stewardship campaigns can be a rewarding experience when you have the right components: a clear message, an involved team, and a timeline for the best chance at success. Remember, when making The Ask, keep your focus on the ministry and mission. Implementing these strategies will significantly decrease any resistance that you may face.
Reflect:
- How connected is your mission to your ministry and members?
- How can you utilize your staff and volunteers to help streamline your message?
About the author
Kristal Frazier is the CEO of FundJoy LLC and a Multi-Million Dollar Fundraiser. Kristal is the Founder of the Assertive Ask™ Fundraising System, used by licensed trainers, organizations, and universities to help programs fund, sustain, and grow.
