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Prayer for the World during the Outbreak of the Coronavirus
Icon of Jesus the Healer
Lord Jesus Christ, you travelled through towns and villages curing every disease and illness. At your command, the sick were made well. Come to our aid now, in the midst of this pandemic, that we may experience your healing love.
Through the prayers of all the saints and especially those of Your mother, Mary, may we minister without fear to those in need and build up Your Church.
May we do this, Lord, not relying on our strength, but Yours.
We ask this in Your holy name, amen.
(Adapted from the London Oratory)
Icon of Jesus the Healer
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Today’s Presentation
Nic Prenger, J.DPrenger Solutions Group
A Rescue Plan for Your
Parish Offertory
• Timeline of what to expect• How and when to start fundraising• Parish fundraising: What works and what doesn’t• Free resources for CSM subscribers• Q&A / Discussion• Adjourn
(then we send you the links/resources this afternoon)
AGENDA
“The Bump”PHASE 1 PHASE 2 PHASE 3
“The Slump” “The Surge”The New Normal
Mid March – Easter Easter – September September – December 2021 and beyond
Credit: Jeff Brooks Fundraising
Global pandemicPublic Masses cancelled
Economy stops
???
A spike in emergency giving that peaks at Easter, then a rapid
drop
4-6 months of lower-than-normal giving and budget shortfalls
Giving recovers and erases the shortfall, led by major donors
and year-end giving
Higher sustained giving than before the crisis IF the parish
is effective in phases 1-3
Giving will be much lower at parishes that don’t increase
communication and outreach
Parishes that acted quickly & followed
best practices
Limited recovery if the parish hasn’t done well in previous
phases
Parishes that did nothing
…though parishes with lots of online donors
will see less of a slump
The “slump” will more than erase gains from the previous “bump” in giving
Baseline parish giving
Year-end giving
Two kinds of parishes
Parishes who can wait and fundraise in the Fall
Parishes who can’t wait and need to fundraise now
“The Bump”PHASE 1 PHASE 2 PHASE 3
“The Slump” “The Surge”The New Normal
Mid March – Easter Easter – September September – December 2021 and beyond
???
A spike in emergency giving that peaks at Easter, then a rapid
drop
4-6 months of lower-than-normal giving and budget shortfalls
Giving recovers and erases the shortfall, led by major donors
and year-end giving
Higher sustained giving than before the crisis IF the parish
is effective in phases 1-3
Giving will be much lower at parishes that don’t increase
communication and outreach
Parishes that acted quickly & followed
best practices
Limited recovery if the parish hasn’t done well in previous
phases
Parishes that did nothing
Baseline parish giving
Year-end givingGlobal pandemicPublic Masses cancelled
Economy stops
“The Bump”PHASE 1 PHASE 2 PHASE 3
“The Slump” “The Surge”The New Normal
Mid March – Easter Easter – September September – December 2021 and beyond
???
A spike in emergency giving that peaks at Easter, then a rapid
drop
4-6 months of lower-than-normal giving and budget shortfalls
Giving recovers and erases the shortfall, led by major donors
and year-end giving
Higher sustained giving than before the crisis IF the parish
is effective in phases 1-3
Giving will be much lower at parishes that don’t increase
communication and outreach
Parishes that acted quickly & followed
best practices
Limited recovery if the parish hasn’t done well in previous
phases
Parishes that did nothing
Baseline parish giving
Year-end givingGlobal pandemicPublic Masses cancelled
Economy stops
If you can, use this time to: • Over communicate• Minister to those in need• Rebuild community • Thank your supporters • Build donor relationships
PHASE 2 PHASE 3“The Slump” “The Surge”
The New Normal
Mid March – Easter Easter – September September – December 2021 and beyond
???
4-6 months of lower-than-normal giving and budget shortfalls
Giving recovers and erases the shortfall, led by major donors
and year-end giving
Higher sustained giving than before the crisis IF the parish
is effective in phases 1-3
Giving will be much lower at parishes that don’t increase
communication and outreach
Limited recovery if the parish hasn’t done well in previous
phases
Baseline parish giving
Year-end giving
If you have to fundraise:• Focus on top donors• Personalize everything• Gifts ≠ accounts receivable• Tell a story
PHASE 2 PHASE 3“The Slump” “The Surge”
The New Normal
Easter – September September – December 2021 and beyond
???
6 months of lower-than-normal giving and budget shortfalls
Giving recovers and erases the shortfall, led by major donors
and year-end giving
Higher sustained giving than before the crisis IF the parish
is effective in phases 1-3
Giving will be much lower at parishes that don’t increase
communication and outreach
Limited recovery if the parish hasn’t done well in previous
phases
Baseline parish giving
Year-end giving
PHASE 2 PHASE 3“The Slump” “The Surge”
The New Normal
Easter – September September – December 2021 and beyond
???
6 months of lower-than-normal giving and budget shortfalls
Giving recovers and erases the shortfall, led by major donors
and year-end giving
Higher sustained giving than before the crisis IF the parish
is effective in phases 1-3
Giving will be much lower at parishes that don’t increase
communication and outreach
Limited recovery if the parish hasn’t done well in previous
phases
Baseline parish giving
Year-end giving
Lean into the “surge” this Fall• Capitalize on the goodwill
you built over the summer • Appeal to major donors • Show passion and urgency• Focus on year-end giving
Follow best practices
What doesn’t work
“I notice that you haven’t donated before…”
“As a Catholic, it’s your duty to give…”
“If every parishioner would just give $73 dollars…”
Silence Silence Silence SilenceSilenceSilenceWILL YOU GIVE US MONEY?Silence SilenceSilenceSilence
Silence SilenceSilenceSilence Silence Silence
SilenceSilence Silence Silence
Silence SilenceSilenceSilence Silence Silence
SilenceSilence Silence Silence
Silence SilenceSilenceSilence Silence SilenceSilenceSilence Silence SilenceSilence
Silence How about now?SilenceSilence Silence SilenceSilenceSilence Silence SilenceSilence
Silence
SilenceSilenceSilence Silence SilenceSilenceSilence Silence Silence
What actually works
Tell a story
Once upon a time ___________________________
Every day, _________________________________
Then one day _______________________________
And because of that __________________________
Until finally, ________________________________
A parishioner just like you made a donation!
Before reading your fundraising letter
After reading your fundraising letter
Shift your focus
Your appeal is NOT about how wonderful the parish is
Your appeal IS about how wonderful the donor is
Your appeal is NOT about how wonderful the parish is
Your appeal IS about how wonderful the donor is
It’s not about
It’s about
What do your donors want from you???
1. They want to belong.2. They want to see their values in action3. They want to win!4. They want to feel good.5. They want to feel loved.6. They want to feel smart.7. They want to feel needed.8. They want to feel appreciated.
Write for “head nods”
Write a letter that makes your reader nod his/her head
Personalize your appeal
How can you segment your parish appeal?
1. Major donors and your best givers 2. Those who “stepped up” during Coronavirus 3. Elderly donors (magic age of 70.5)4. Parents with school-aged children5. Long-time parishioners, new parishioners 6. Ministry heads and volunteers7. Online givers8. Weekly/monthly/annual givers
Your givers are your givers
Ugly = effective
So ugly it is doomed to succeed • It’s cheesy and informal• Too much underlining• Too many bold words• Indents look weird• Font is too big• Times New Roman? • It’s way, way too long
And then there’s that lame “PS” at the end…
Don’t forget to ASK
Fundraising appeal checklist
❑ Is the letter a conversation or a brochure or sermon?❑ Is the opening sentence less than 10 words?❑ Is it personalized (lots of “you” and “I”)?
As a long-time parishioner… As parents raising young children…Did you know you are one of our most generous donors…?
❑ Is it long, with size 13+ serif font and lots of indents?❑ Does it connect? Will the reader nod his/her head?❑ Is the donor the hero? ❑ Is there urgency?
Checklist for your parish fundraising letter
Credit: Tom Ahern
What you should do and when
“The Bump”PHASE 1 PHASE 2 PHASE 3
“The Slump” “The Surge”The New Normal
Mid March – Easter Easter – September September – December 2021 and beyond
Credit: Jeff Brooks Fundraising
???
A spike in emergency giving that peaks at Easter, then a rapid
drop
4-6 months of lower-than-normal giving and budget shortfalls
Giving recovers and erases the shortfall, led by major donors
and year-end giving
Higher sustained giving than before the crisis IF the parish
is effective in phases 1-3
Giving will be much lower at parishes that don’t increase
communication and outreach
Limited recovery if the parish hasn’t done well in previous
phases
Baseline parish giving
Resources for your parish
• Webinar recording and slides• Offertory rescue plan
• What to do/send• When to do it
• Coronavirus social media guide• Best practices for donation pages• Social media profile frames• Sample pastor “super letter”
We’ll email you a link
So… is there any
way we can get ALL
of the materials?
• All the segmented fundraising letters and heartfelt messages
• Census plan + materials• IRA giving letters, postcards, graphics,
intention forms• All the year-end giving materials• Creative ministry, event and communication
ideas• Bulletin inserts and pulpit announcements
ALL the materials
$2,500 value
Rescue.PrengerSolutions.com
Free if you
subscribe by May 8
FREE
Rescue.PrengerSolutions.com
Download the free resources
Subscribe to CatholicSocial.Media and
get ALL the rescue materials for FREE
Purchase the entire suite of materials
for $2,500
1
2
2
or
Questions & Answers
Parish Offertory Services
Diocesan & bundled discounts available
Digital stewardship program
• Database clean-up• Email acquisition• Parish census & survey• Donor research & profiling• Grow social media following• Convert from paper to online• Increase giving in all segments
Digital stewardship program
Annual Appeal Services
Database
Processes
Annual appeal
Social media
Donation pages
Overall strategy
Development Program Review
Modernize your annual appeal
(before it’s too late)
Digital Fundraising Solutions
digital strategies ● online giving
donation pages ● data segmentation
wealth research ● email campaigns
ringless voicemail ● database clean-up
database administration ● process
improvement ● social media content
A/B testing ● program review