You would be amazed how much money you are sitting on that could be yours if you were to discover 3 steps for re-soliciting your support.
Step 1 – Focus on your Pledged Donors. This is your highest priority.
Your pledged donors are your real base of support. Regardless of whether they pledge monthly, quarterly, or annually, they should be challenged once a year to upgrade their giving. In preparing to resolicit these donors, remember that you are seeking to bring each person to a point of maximum participation.
Be prepared to make resoliciting these already-pledged donors a two-step process if necessary. Your first step is to ask them to increase their regular support. If a person currently supports you at $100 per month, you could, for example, ask him to increase his pledge by $50 per month. If a person currently gives $150 a month, you might ask for a $75 a month increase. If the donor is unable to take on these numbers, you might ask what amount of increase he or she feels comfortable in giving. There is no right or wrong way to suggest an increase. Be careful that you do not aim too low.
If they are reluctant or unable to increase their pledge ask if, instead, they would be willing to provide a special gift. Identify specific special needs your ministry currently faces. If your pledged donor is willing to give a bit extra in this way, you are still coming away from the meeting with a financial gift.
Step 2 – Challenge your Special-Gift Donors. This becomes your medium-priority.
Special-gift donors are a significant group of people who do not give monthly, quarterly, or annually with a pledge. Instead they help with special gifts. You can approach these givers with a different two-step process.
The first step is to encourage them to become pledged donors. If they are not ready to commit to regular giving, the second step is to secure another special gift. Giving for specific needs is the preferred style of giving for some of your supporters. You can resolicit this group three or four times a year as emergencies or unique projects (such as birth of a baby, need for a vehicle, training expenses) arise.
Step 3 – Re-contact The Non-Donors.
In working with the non-donor, recognize that a “no” is never forever. Last year when you asked these prospects for support, they said no. Since circumstances change, you can approach them again.
As you did the first time you approached these contacts, begin by asking for a pledged gift, and then follow-up by asking for a special gift if they are not able to commit to regular giving.
Of course you will have to use your judgment about how many times you will approach a contact before you decide not to resolicit from that source and go on to purge that name from your list.
Taking these 3 steps will bring in needed funds for you and your ministry.