by Lake Institute Staff

Every new year brings a list of new trends – the things you must do in 2024 to make this the best year ever! It is inevitable that things change, and we must often adapt to keep up with the world around us. However, as people of faith, we know that there are some tried-and-true practices that remain relevant and timeless. The work of loving our neighbors, the practice of prayer – these don’t need a hip, new remix. So, in today’s issue of Insights, we’re reminding you of things you already know as you go into 2024. Look at that – you’re already ahead for the year!

Focus on the Mission

It’s hard to successfully invite people to make new gifts when the mission isn’t clear. Your organizational mission captures the essence of why your organization exists and what you aim to do. Who are you, as an organization? What do you do? Whom do you serve? What is your impact? Can you clearly articulate an answer to all of these questions? If so, great! Keep up the good work!

If not, now is the time to sit with these questions and figure out who you are as an organization. Ignore the “new year, new you” slogans. Instead, bring together a few of your leaders to clarify your mission and find opportunities to regularly highlight your mission in different parts of your organization throughout the year.

Tell Your Story

Just because you’re clear about your organizational mission doesn’t mean that others are too. It’s important to tell stories that show your mission in action. When others read about moments of impact or hear how lives are improved as a result of your work, they are more likely to find ways to engage in your mission and support your work.

Telling your story doesn’t require a full marketing team. Most of us have quality recording devices in our pockets. The next time you host an event, pull a volunteer aside and ask to record them sharing why this mission is important to them. Pay attention to those who are always taking photos – ask them to capture moments that help highlight the importance of your work. There are people in your organization with gifts that can support your storytelling efforts – bring them into this work with you!

Build Relationships

Relationships are key to everything we do in our religious organizations and congregations. On a regular basis, we hear from religious leaders who don’t want fundraising to “get in the way of relationships” – but, in fact, inviting gifts is all about relationships.

Use your good storytelling skills to keep building stronger relationships with your constituents. Invite givers, volunteers, and/or newcomers to join you for lunch or coffee and take the opportunity to learn more about their interest in your organization. What matters to them about what you do? How did they first get involved? The idea isn’t to ‘make a pitch’ or twist their arm into doing or giving more – it’s to listen and learn and build new connections. You might also discover that there are core pieces of the organizational mission or key stories you think everyone knows that could refresh your communications strategy!

Say Thank You

In congregations, it may be assumed that everyone knows they are expected to give. In organizations, there may be an assumption that volunteers and board members will automatically also be donors. Though our spiritual texts or organizing documents may spell out some of those expectations, everyone still has a choice. Donors and members are acting on that choice when they make a gift, and yet too often we don’t say thank you. Taking people for granted is bad for relationships, and it’s bad for giving! The new year is a great opportunity to cultivate the habit of writing some personal thank you notes (or texts) every week to the people giving their time and money. These aren’t fundraising solicitations – they’re expressions of gratitude for who people are and what their involvement means in your organization.

Tried and True

Focusing on the mission, telling your story, building relationships, and saying thank you – these are just a few practices that aren’t new to you. It’s not likely you’ll need to reinvent the wheel when putting them into practice – though you may need to renew a practice or two that got lost in the shuffle of your day-to-day work. Sure, it’s possible that there is a exciting new way of managing your social media, or an app that will enhance your donor’s giving experience. However, paying attention to these tried-and-true practices will benefit your organization in deeper, more meaningful ways.

As you prepare for what’s ahead in 2024, what other tried-and-true practices do you want to refresh and renew? What are we missing on this list? Discuss this in your next staff meeting, or share your thoughts on social media and tag us to join in on the conversation!