A recent issue of the Chronicle on Philanthropy (April 3, 2008) noted the changing world of fundraising. This changing world demands attention from ministries all across the spectrum.
Traditionally, ministry organizations have relied upon direct mail as a primary means of support. But direct mail is declining. Michael Hoffman of See3, a non profit consulting firm says, “Direct mail is on life support.”
In 2007, a survey of 72 of the nation’s largest charities found that there was 6.2% drop in the response rate by donors. This was on top of a 10.4% drop in 2006. What accounts for this drop is not altogether clear. Certainly, the crush of information via TV, email, text messages and the like are contributing factors. Many simply don’t want more information.
For those ministries that rely upon the missionary support model—sending a letter and then follow up with a personal visit—trouble is already here. The busy American lifestyle coupled with call waiting and caller identification makes it even harder to get those appointments.
Pastor Gary Pauley of Millcreek Community Church in Shawnee, Kansas notices the trend. “When I first began pastoring, I could count on evening visits with families; today, it is rare that I ever have an evening appointment—people are just too busy.”
The message to the Christian non profit, and the non profit in general is to diversify your fundraising methods. Look at online giving. Look for entrepreneurial enterprise. Look at the relatively untapped world of current non cash giving. Shore up or start planned giving programs. But do it now. Change is coming.
William High is the President of the Servant Christian Community Foundation (www.servantchristian.com). He may be contacted at whigh@servantchristian.com. Christian Foundation Grants (www.christianfoundationgrants.com) is a subscription database that provides the largest listing of private foundation funders of faith based organizations. www.iDonate.com provides a way for ministries to receive non cash gifts online