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Some of you have asked just to break things down into simple steps. Well, this is the Solomon page for you! Below you will find some basic questions to ask with a few options to consider, and then a sample timeline that really explains each step for each season. Additionally, we have some sample letters and scripts for you to look at to get an idea of how best to make the ask. We are hoping to make this as easy as possible for you! Any questions? Email Jenni.saniuk@reliant.org
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Did you know the EOYA appeals to a different type of donor than your standard monthly donor? It’s wise to offer various giving opportunities because you recognize there is no "one size fits all" appeal. A large ask, such as an EOYA, tends to resonate with your special gift donors (look for any who gave over the past three years) and those with a higher capacity to give. This group may even include those who stopped giving or have never given before. This group can make up a HUGE chunk in your MTD. I had missionaries last year who gathered $10,000, $25,000 and even $50,000 in their EOYA efforts! This is not a small potatoes thing, if you do it correctly. Statistics indicate:
This is a season when everyone you know is making some financial choices for this year and next. Two streams of thought are happening. They are deciding on their giving priorities for the next year. They are also receiving end-of-year bonuses and choosing how to be generous with their windfall earnings. |
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For EOY, we usually recommend a Top 20 or 30 list. There are some good practices of who should be included on that list
Your database can help you determine this. Run reports from the last 3 years and take a look at your list. |
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There are many options on how to make the Ask for an end of year gift. However, this is the process we recommend and have seen a lot of fruit from.
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To do an End of Year Ask well, we recommend making this ask separate from your monthly update letter. Below Here are some sample letters/phone call asks and below are some good tips on how to best craft the ask:
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Sample Timeline
September - October | Through prayer, ask the Lord to determine your need and what you will ask for. Usually Usually appeals for one-time gifts (vs monthly support, gifts in kind or service projects) are most effective this time of year. (Sample asks are displayed below.) Begin praying over your donors by name. |
October - Early November | Review your data from the past 3 years. Look Look for:
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Early - Mid November | ID The Top 20. Through Through prayer, ask the Lord to help you make a list of the top 20 people you should contact one-on-one with your ask (either face to face or voice to voice). Typically, it's best if this group is made up of different people than those you usually contact with special asks; your regular end-of-year givers being the exception. *However, if anyone falls into all 4 categories above, they should probably be on your Top 20 list. *Who not to ask: Those you've asked for a special gift or increase in regular giving in the past 3-6 months (your discretion). |
Mid-November | Send a paper Thanksgiving card to your Top 20* along with a short, handwritten note about why you’re thankful for them. This should be a meaningful message of gratitude. The goal is to remind donors how valuable they are to you and the impact they are helping to make in the Kingdom. Bonus points for including your picture on or in this card! Please consider hand-addressing the envelope. A simple way to mail a card to your Top 20 is to pick up a pack of cards at the store and print 20 photos (of you or you + the people you minister to) at the photo center. Keep it simple so you're more likely to do it. If you have the time, you can send to more than just your Top 20, but make sure your first priority is reaching your Top 20. |
First week of December | Follow up the Thanksgiving card with an email containing your end-of-year needs info. Encourage Encourage your donor to pray about how the Lord may have them respond to this need. Then let them know you'll be calling in a few days. Consider batching the emails in groups so you're not trying to make follow-up calls to 20 people all on the same day. Manageability is key. |
A few days later | Follow up your email with a phone call to make the ask. Remember, your most effective asks are going to be face-to-face (even over a video call). If that can't happen, then the second best is voice-to-voice. An ask in a mass email that's not followed up with a one-on-one ask is the least effective. |
Is this schedule not your flavor? Want to do something different? Go for it! Just be sure you're including best practices into your ask.