For most UU Congregations, fundraising to support the annual budget is a BIG Challenge. The UUA wanted to understand more about how our congregations approach this work, and what they find helpful to their success.
In late 2020 we partnered with the UU Church of Austin to survey congregations (with more than 100 members) to gain insight into what practices congregations find effective in their annual stewardship campaigns. We had 166 responses (a 34% response rate). We are very grateful for the time and insight that respondents shared with us and with our wider faith.
We’ve curated the results to highlight some of the trends. The full report can be found at the bottom of this page.
Success Factors
- Most congregations conduct their campaigns in the Spring
- There is a growing trend toward “year round” campaigns
- Success is measured by both participation and dollar goals
- Change your approach every few years — different people respond to different approaches, and everyone responds better to something new and fresh
- Hand-written thank-you notes make donors feel valued
Effective Practices
Compelling Messaging
- Language on generosity of giving — not just about financial giving
- People responded very favorably to “if everyone gives as they are able, we will have what we need
- Having stewardship-themed testimonials (or “stewardship moment” videos) monthly all year, then weekly during the pledge drive. Recruit from various constituencies within the church.
- Importance of participation, the value of EVERY gift, no matter the size.
- Emphasize all the positive things going on at church and how it’s making a difference in the community. Avoid talking about financial stresses.
- It’s about the values, mission, vision, and what can be done as a result of fundraising. Tell stories of what can be done to change lives if you have enough funds. (Making it about the money and the bills doesn’t motivate people.)
- Message in as many ways as possible, as many times as possible, for as short of time as possible.
Strong Stewardship Team Leadership
- Recruit a volunteer team that will be heavily engaged and committed to the campaign.
- Recruit volunteers of varying ages and life stages.
- Include at least one leader who is privy to donor financial circumstances to help reach new donors, or to avoid soliciting donations from those whose life circumstances have changed.
- Start planning early, including the details of messaging, logistics, and follow up strategies.
- Communications should be clear, strong, and sensitive, both in the promotion and in the follow up.
- Establish good tracking of the progress of the campaign and follow-up tasks (e.g. thank-you notes) on a shared spreadsheet or other method that the team can all use.
Have a Solid Follow-up Plan to Get Pledges In
- Most successful campaigns require 2-3 contacts before receiving a pledge. Accept the fact that people will need multiple reminders.
- Use various contact methods as well as multiple outreach attempts
- Offer an incentive (e.g. chocolate chip cookies!) for early pledging.
- Make it easy for people to respond to your follow-up ask (duplicate pledge card, online pledge methods)
- Personal connection often motivates folks from intention into action. Personalize your follow-up contact. Ask board members or other visible leaders (e.g. worship associates) to help with follow up emails/texts/calls.
- Plan for extensive follow-up with those who are slow to make their pledges.
Strong Leadership from the Minister(s)
- Teamwork is important between the minister, stewardship team, admin and finance administrator.
- Minister models strong support for the campaign
- Pulpit announcements during campaign
Build a Culture of Trust and Relationship
- A culture of church communications (not just stewardship) that is clear, open, and through multiple channels builds trust and relationship
- Conversations with members about what they like about the church and why they attend is a great way to get them to support what they appreciate.
- Offer ways for new people to become involved and feel part of the community.
- Equally important is checking in with longer term members; their lives are changing and we must be careful to ensure they feel valued.
- To involve many canvassers to allow for one on one contact. And the contact is all about what our fellowship means to each other, not about increasing annual pledge amounts.
- Put the effort in to get to know folks. Use stewardship as an opportunity for pastoral outreach as well.
Effective “Celebration Sunday” Event
- Having a specific Sunday when members are encouraged to submit their pledges. Have an online option.
- Have an incentive to pledging on this day (e.g. a sticker for their nametag, a cookie, etc.)
- It’s important that the ask for this event is clear. Make pledge materials available ahead of time.