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Donors to Religious Causes
- These caring souls are more likely to donate than any other group. According to The Nonprofit Times, Christian contributors are also three times more likely to give to another charity. In addition, religious groups receive the largest share of charitable donations at 32% based on an annual report from Giving USA. This makes this group highly responsive to supporting your cause.
- Many religious organizations encourage donations therefore their followers are more committed to giving. This group will be inclined to help fund a cause that they feel is trustworthy and committed to making the world a better place. Your goal should be to connect with these donors by telling them why they should have faith in your organization. Not only are these consumers faithful to their religion, but they will also be loyal to organizations that they support.
- One of the key components to getting anyone to give is tell a compelling story. Religious people will respond with compassion and money when reading about someone in need. They feel it is their moral obligation. In fact the National Study of American Religious Giving reported that 55% of Americans say their religious orientation motivates their giving.
- A good time to reach out to Christian contributors is during religious holidays. The holidays ignite a desire to give back when the spirit fills their souls and they are in a positive mood. The Christmas season sees the highest donations during this time yet those in need struggle all year long. It is wise to seek donations around other spiritual times such as St. Patrick’s Day, Good Friday or Rosh HaShanah.
- Make sure to define your target audience so your message will resonate with them. For example, if you are trying to raise money for a Catholic mission trip to help orphans then you could define your audience by selecting Catholic religious donors with a presence of children in the household. This will increase your chances of getting to the people most likely to donate to your cause. In addition, go after the Baby Boomer generation to increase response since a survey by Blackbaud found Boomers are the largest contributors giving 43% of all dollars donated. A targeted audience will help you save money and time on the front end.
- Now that your organization has establish who you want to approach, the next step is sending an effective well written fundraising letter. Use the word “you” throughout your message. Donors want to feel like their money is helping and this can be expressed by sentences such as, “ You can make a difference ,” or “You can help a starving child with your generous donation.” Throw in suitable scripture or religious symbols to increase the response rate. An appeal that has the imagery of a cross or a verse about giving can make people feel compelled to donate. Of course this should pertain to the group you are soliciting.
- Once you have a donor on board, do not bombard them with letters of appeal or phone calls. Many feel that when organizations are constantly sending a plea for a donation that the money is going more toward the administrative and fundraising cost instead of supporting the actual cause. Instead send follow up letters letting the supporters know what your organization has accomplished and show how their money is at work. This will prompt additional donations when they see the difference their money has made.
- Communication is the key to getting contributors to continue to support your cause. Expressing your gratitude with a heartfelt thank you is a simple and easy way to develop a lifelong relationship. Again, use the word “you” frequently. Let the donor know how they made it possible to help better the lives of those less fortunate. Showing a donor the impact that they have made will give them an incentive to donate again.
- People of faith and giving go hand in hand. All it takes is a strategic plan beginning with who you want to target, what is the goal, when to solicit, why you need their help, where the money goes, and most importantly is how to thank supporters.