By Kirk Walden, Advancement Specialist
For many ministries, Year End also means the end of the budget year. If we are trying to catch up on the budget at this time, we need to be careful in our appeal.
Our friends do not want to hear—every year—that we are behind. If we stay on this road year after year, our readers are going to question our stewardship.
Instead, let’s look at some items—which are likely in our budget—that might make for good Year-End Appeals.
Catching up on the budget
Didn’t we just say to be careful about this? We did, so here is how to be careful. Take the ministry that needs $15,000 in new funds in order to finish the year in the black.
Instead of talking about how behind we are in the budget, why not say something like this: “$25,000 for First Choice at Year End will not only finish our 2014 on a strong note, these funds will also launch us into a successful 2015, when we plan to . . .”
See the difference? The budget shortfall may be $15,000, but our letter is looking beyond ‘14 and into ‘15, with a positive outlook
Thinking of hiring a person to run your Fatherhood initiative? Factor in not only salary, but all materials, the cost of heating and cooling office space, etc. Roll it into one number and ask—not for simply a new person, but for a fully staffed Fatherhood Initiative.
Advertising and marketing is expensive; and some of our constituents don’t understand our need to advertise, making this ask more difficult. Phrasing matters. How about, “In order to best connect with those who need us, we must have a powerful online presence, and we need to be wherever they go. To make this connection through television, radio, the web and social media, we plan to invest $22,500 in 2015. The result, we believe, will be as many as 175 saved lives.”
Brick and mortar
No doubt, renovations and any building projects are effective asks. If we connect our renovations to reaching clients more effectively and saving more lives (and changing lives!), our odds of success grow.
If we are considering a conversion in the next year, there is every reason to be asking now. There is no reason to wait—year end is a great time to start the process.