While studying for my certification with CFRE International, we spent considerable time on Relationship Building and Donor Stewardship. Here are descriptions used by CFRE (forgive the institutional language):
- Initiate and strengthen relationships with all constituents, through a systematic cultivation plan designed to increase support of the organization over the long term
- Acknowledge and recognize gifts in ways that are meaningful to donors and appropriate to the mission and values of the organization
- Develop and implement a comprehensive communications plan in order to inform constituents and identified markets about the mission, vision, and values of the organization, its funding priorities, and gift opportunities
- Inform constituents about the value of giving in order to promote a culture of philanthropy
What are you saying? How are you saying it? Is it being received? Are you using all the mediums available to you to reach your audience? Most likely, you are not.
Your congregation is likely to consists of a wide age range of people. Each of your generational groups prefers to receive information in different ways.
Be it Gen Y or the older population, they are more than eager to contribute to a cause that they believe and identify with.
The Chronicle of Philanthropy published interesting facts about Generation Y: People in their 20s. Encompassing data from multiple sources, the snapshots provide intriguing insight into the preferences and attitudes of the millennial.
- 93% say they prefer to receive updates from charities via email.
- 37% joined a charity’s online social network in the past month.
- 29% made their donations online in the past two years.
- 83% slept with their cell phones on or near their beds.
- 20 is the median number of text messages sent a 24-hours span.
- 21% say helping others is one of their biggest priorities.
- $341 is the average amount members of Generation Y donate annually.
- 3.6 is the average number of groups they choose to support with donations.