Make it Transformational: A Blog for Champion Discipleship

Our city recently found itself needing to increase revenue, so they started an obligatory program that charges homeowners for leaf pick-up. Everyone in the neighborhood was automatically “opted” in to the program by virtue of living in a neighborhood identified as a potential source for a new income stream.

Yes, you could opt out of the program and manage your own leaf removal, but doing so wasn’t easy. In fact, the choice to opt out of leaf pick-up was only made available after much opposition and protest.

Unfortunately nonprofit organizations aren’t exempt from this type of practice as well; specifically when it comes to traditional direct mail programs. Organizations have made it a practice to do a little research, seeking to uncover those addresses/zip codes that posses the highest giving potential and then brainstorm the best way to tap into this potential new revenue stream.

The process goes like this; purchase a huge list of names, send a direct mail acquisition letter, and wait for the gifts to roll in. Somehow subconsciously (or maybe even consciously) we hope readers will feel guilty and respond. Like the obligatory leaf removal program, recipients are “opted in” to direct mail programs without their consent or even interest.

Could someone who you have never met go to their mailbox and find a letter from you that they did not ask to receive? Did you send your direct mail piece thinking they would return the favor and send you the funding you hoped for?

And if they didn’t respond, would you keep on sending them information about your organization in anticipation of wearing them down so eventually they might connect with you? Or worse yet, do you make it almost impossible for someone to opt out of something they never opted in to in the first place?

My question today…is this the best way to execute a direct mail program?

At MIF we believe there is a higher purpose for direct mail. Direct mail, when used properly, can be a tool to help champions grow in relation to your shared cause. We believe it is better to grow deep with those God has drawn to your cause-those who have “opted in” on their own. Then as champions connect, are discipled, mentored and grow…..they will engage with you and your cause and seek ways for further involvement (which would include inviting their friends to become involved…TG Principle #6).

My challenge to you today is to focus your time and efforts on those who have engaged with you (opted in) and not frantically search for those who haven’t. In doing so, you will turn your direct mail into discipleship mail.

What’s the purpose of your direct mail?

Did you ever think of discipling believers through your direct mail program?  Probably not.  Our goal in sending direct mail is usually to get a financial response – a gift to our organization.  For those of us managing fund raising programs for our non-profit organizations, our focus has been on “the prize.”  The higher response rate, the increase in average gift size, the number of new donors and the total amount raised.

Fortunately, for those of us working in Christian ministry, we see from Eph. 4:12 that we are called “to prepare God’s people for works of service, so that the body of Christ may be built up until we all reach unity in the faith and in the knowledge of the Son of God and become mature, attaining to the whole measure of the fullness of Christ.”  Now, that’s what I call THE PRIZE!

The discipleship opportunities are exciting, as we prepare Gods’ people for works of service.  The church is engaged in this type of discipleship too, but we can’t think it should be left up to them alone.  Why has God placed you in your ministry role?  Might it be so that you can help champions grow in their spiritual maturity, as stated in the Ephesians passage?

One primary way of communicating with our champions (donors and volunteers) is through direct mail. But it can be so much more than just a request for a financial gift.  As we look to disciple champions in the area of giving, as a way to grow them in spiritual maturity, we need to take to heart what Paul tells Timothy in I Tim. 6:17-19, which is to “Command those who are rich in this present world not to be arrogant nor to put their hope in wealth, which is so uncertain, but to put their hope in God, who richly provides us with everything for our enjoyment.  Command them to do good, to be rich in good deeds, and to be generous and willing to share.  In this way they will lay up their treasure for themselves as a firm foundation for the coming age, so that they may take hold of the life that is truly life.” 

Well, there’s your letter.  Paul wrote it for you 2,000 years ago.  It’s not about the money raised, the average gift or response rate, it’s about laying up treasure for ourselves as a firm foundation for the coming age.  Giving is a command and most Christians are not following it very well.

Learn more about discipling your champions through direct mail at our November workshops.  See our website for more information and workshop locations near you.

...that is the question when putting together your direct mail letter.  (Just in case you're not sure what a teaser is, it's a pithy message on the front of your envelope to hopefully cause the receiver to open it up - afterall, if we can't get people to read the letter we poured hours over creating, what good is it?)

I'm not against teasers, per se, as they can be helpful to the recipient in distinguishing between what's trash and what's not (for example "year end statement enclosed" is a fine teaser).

What I don't like are teasers whose purpose is to benefit the organization and NOT the recipient.  And worse yet are teasers that are manipulative and bring about feelings of guilt or obligation.  Let me give you an example...

Recently Tom Ahern gave praise to a teaser that the Smile Train uses regularly (I know because I receive the same mailer regularly).  The teaser is "Make one gift now and we'll never ask for another donation again!"  Tom calls this teaser bold and compelling.  Really?  Let's think about this for a minute.

What message does this teaser send?  Or easier yet, what's the first thing that comes to your mind when you read this?

What comes to my mind is that old '90's milk commercial where a suspect is getting interrogated by a cop.  The cop says "What's it goin' be Tommy?  You lookin' at my cupcakes?  Take a bite!"  Tommy grabs the rich chocolate cupcake and starts chomping it down.  Then the cop says, "Now, we can do this the easy way (pulls out a carton of milk)...or the hard way (pushes the milk away)."  It's hilarious, unless you're Tommy.  And, that's how I feel every time I get one of these letters from the Smile Train.

"We can do this the easy way (you send us a check now), or the hard way (we'll keep harassing you with letters until you finally give in)!"

As much as I love what the Smile Train does, how does such a tactic get people excited about the CAUSE, in fact, how does it encourage people to begin learning about the CAUSE at all?  Instead, the recipient is forced to make a decision: do I give so they stop sending me this letter, or do I just wait and see if they really will keep sending me mail until I give (yes, they keep sending you the same letter until you give!)

Following a Transformational Giving mindset, there is an understanding that "champions connect with organizations for the purpose of enhancing their mutual impact on the cause, not primarily for the purpose of funding organizations to impact the cause on their own."  People really do want to be involved and they will give too. 

Let's not stifle people's interest and passion for the causes we also have interest and passion for.  Why not make every effort to encourage people to take a step to learn about, experience, and grow in their own personal faith through involvement in the cause?

We can start by NOT using teasers that are focused on our organization and our needs.  If you choose to use a teaser, let it be one that benefits the recipient - that draws them in.  Let it be a message they are interested in hearing and need to hear.

Any examples of good or bad teasers you'd like to share??

Consider the nonprofit newsletter. All nonprofits, whether big or small, professional or amateur, local or international, competent or incompetent, must burst at the seams with news, because they all share newsletters with the world.  Unfortunately, most of these organizations get it terribly wrong.My gripe?  The incessant, compulsive, unwavering focus on the organization!  “We did this, we did that, we will do this other thing”, and on and on.  Memo to nonprofits: we don’t care about you...

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