As a Black religious leader, you might find the idea of personally asking a congregant for a donation daunting or unfamiliar. Many Black churches have traditionally relied on collective fundraising efforts—such as passing the plate during services or organizing community events—rather than individual solicitations. If you’ve never personally asked a congregant for a specific donation, or it’s been a while since you considered this
approach, you are not alone. However, personally soliciting contributions can be a highly effective strategy to raise funds for specific programs and engage your congregation more deeply.
Why Consider Individual Solicitation?
Personal solicitation allows for a direct, meaningful conversation about your church’s needs and the impactful work you are doing. It provides an opportunity to:
- Build Stronger Relationships: Engaging congregants in one-on-one conversations about their potential support helps build trust and rapport.
- Tailor Your Message: You can customize your appeal to match the interests and passions of each congregant, making the request more compelling.
- Highlight Specific Needs: Unlike general appeals, personal solicitations allow you to focus on specific projects or needs, which can resonate more strongly with potential donors.
- Larger Donations: When you ask for individual donations for programs your congregants are interested in supporting, you tend to get much larger donations than you would from general congregational asks. If you’ve never asked for an individual gift or it’s been a while, here are some best practices to guide you through the process.
If you’ve never asked for an individual gift or it’s been a while, here are some best practices to guide you through the process.
Best Practices for Personally Soliciting a Congregant for a Donation
1. Understand the Hesitation
It’s normal to feel hesitant about asking someone directly for money. Many Black religious leaders may feel uncomfortable or lack experience in this area. It’s important to acknowledge this hesitation and recognize that your role is not just about raising money but about connecting congregants with meaningful opportunities to contribute to the church’s mission.
2. Start with Relationship Building
Before asking, take time to build a relationship with the congregant. Understand their interests, what they value about the church, and what programs resonate with them. This groundwork helps make the conversation about giving feel more natural and less transactional.
3. Choose the Right Time and Place
Timing and setting are crucial for a successful solicitation. Choose a moment when the congregant is likely relaxed and open to conversation. A private, comfortable setting is ideal for a meaningful discussion about giving. Avoid approaching them during a hectic event or when they seem preoccupied.
4. Be Clear and Specific About the Need
When you ask, be clear and specific about what you are requesting. Explain the specific program or project that needs funding and why it is important. Share a compelling story or example that illustrates the impact of the program. Communicate their donation’s tangible benefits to the church and the community.
5. Frame the Ask as an Invitation to Make a Difference
Instead of simply asking for money, frame the solicitation as an invitation to be part of something meaningful. Highlight how their contribution will directly impact the lives of others and further the church’s mission. For example, “I’d like to invite you to consider
supporting our youth mentorship program. Your gift could help provide critical resources and guidance to young people in our community.”
6. Be Honest and Transparent
Transparency is key to building trust. Be open about why you ask for a specific amount and how the funds will be used. If there are any challenges or obstacles the church is facing, don’t shy away from sharing them. This honesty can resonate with congregants who appreciate straightforward communication.
7. Listen and Be Attentive
After making your ask, be quiet and listen. Give the congregant time to respond, ask questions, or express concerns. Listening attentively shows that you value their input and are interested in a genuine dialogue, not just a donation.
8. Address Concerns with Empathy
Be prepared for questions or concerns. Address these with empathy and provide additional information or reassurance as needed. Understand that saying “no” might come from various reasons, such as financial constraints or other commitments. Respect their decision, and thank them for considering the request.
9. Express Gratitude Regardless of the Outcome
Always express gratitude, whether or not the congregant decides to give. Thank them for their time, their consideration, and any past support they have provided. Acknowledging their willingness to engage in the conversation helps maintain a positive relationship for future opportunities.
10. Follow Up and Provide Updates
If the congregant commits to a donation, follow up with a thank you note or call. Keep them updated on the progress of the project or program they support. Sharing updates and success stories reinforces the impact of their contribution and encourages continued engagement.
Need Help? We’re Here to Serve
If you feel uncertain about how to start or need guidance on approaching personal solicitations effectively, remember that you don’t have to do it alone. We’re here to support you every step of the way. Contact us for advice, resources, or even a role-playing session to help build your confidence. Our mission is to help you succeed in fostering a more engaged and supportive congregation.
Conclusion
Individually soliciting a congregant for a donation might be a new practice for many Black religious leaders. Still, it can be an incredibly effective way to deepen relationships, communicate specific needs, and raise the necessary funds for your church’s vital programs. By approaching each solicitation with preparation, empathy, and transparency, you can make the process more comfortable for you and the
congregant, creating a positive and meaningful giving experience.
If it’s been a while since you’ve personally solicited a congregant, now is the time to renew your efforts and leverage the personal touch that only a direct conversation can provide. Doing so will strengthen your community and help ensure your church thrives. Remember, we’re here to help—reach out to us whenever you need guidance. Together, we can make a lasting impact.