So, what do we do about this declining number of donors problem? Engage deeper with as many supporters as possible, authentically. 

Here are three things to consider:

1. Host a “thank-a-thon”. Set up your phone center and engage all your staff and volunteers to contact as many supporters as possible. Consider timing it around Valentines’ Day (We love you!), Thanksgiving (We’re thankful for you!), or even National Radio Day (We couldn’t do this without you!). Use it as an opportunity to reach out to them simply to say thank you, tell a super quick story of how God has moved through your ministry, and then pray together. An authentic “thank you”, with no strings attached, goes a very long way. 

Start with the supporters who are least likely to receive a phone call from you. The couple who has been donating to the ministry for 10+ years, the partner who faithfully gives $10 a month, and the one who gave their first gift EVER during the last 12 months. You’ll leave a ton of voice mails but wouldn’t it be GREAT if they call you back to engage with your ministry?!

2. Talk less and listen more. We all love to talk about ourselves, in fact, we are one of our favorite topics. The same is the case for our supporters. Research shows that we remember what we say out loud far more than what we hear someone else say out loud. So, if we want our donors to remember the impact our ministry makes in their lives and in the lives of others, the best way to do that is to get them to say it themselves. 

Here are ten questions you can ask supporters that can help you build that deeper relationship. Lean in, be curious, listen well and see where the conversation goes.

1. Tell me about the first time you started listening to this radio station?
2. What impact has this ministry made on you personally?
3. What made you want to give your first gift to support this ministry?
4. Why do you continue giving?
5. What advice do you have for us as we continue to grow the reach of the ministry to impact more lives?
6. What could we do to serve our listeners better, deeper, and help them have a more vibrant relationship with Jesus?
7. What questions do you have for me about the ministry? About the mission, vision, strategies, goals, future directions, etc… 
8. What kinds of ministries do you support other than ours? What things are you passionate about?
9. When you give to support a ministry, what kind of impact do you want to make?
10. What would make you want to invest more in THIS ministry?

And the bonus #11 – “How is God working and moving in your life right now?”

3. Pray for and with them. Invest time, staff and volunteers into creating and maintaining a robust prayer ministry. Become the place your donors and listeners think of when they have a prayer need. Have someone available on the phone or in person at events to pray with them in the moment. Respond to every emailed, texted, or mailed prayer request and pray for them. Authenticity and integrity matter.

We do not do this ministry alone. We are a family of believers coming together to do what God has called us to do. Treat your donors like family and then watch and see how God uses that partnership to accomplish great things.

The post Revenue first appeared on CMB.

The post Revenue appeared first on CMB.

Based on this year’s results, three key strategies emerged as critical drivers of impact: email list growth, year-round subscriber engagement, and impactful incentives like matching grants.

Organizations that focused on all three of these things saw the most significant gains in income and donor participation, emphasizing the importance of growth and engagement at every stage of the user journey.

Email list growth provided a foundation for success, but the quality of those subscribers and the efforts to engage them year-round played an equally important role. Regular touchpoints, value-driven content, and personalized communications created an engaged audience ready to jump in and support on GivingTuesday.

Additionally, incentives such as matching grants significantly influenced total income and donor participation, serving as a compelling reason to give. In fact, in our Giving by Generations study published by Giving USA, donors in every generation stated that they were more likely to give when a matching grant was available.

It’s worth noting that some organizations struggled due to an over-reliance on a single factor or a lack of focus on growing their audience. For example, email list size alone does not guarantee success, nor does offering a match without first cultivating an engaged and receptive audience. These findings reinforce the importance of a holistic approach, where audience growth, engagement, and incentives are all prioritized for maximum impact.

To apply these insights for future campaigns, organizations should focus on three actionable strategies:

1. Invest in Email List Growth: Organizations that prioritized growing their email lists with high-quality subscribers throughout the year saw the strongest GivingTuesday performance. A larger, engaged audience increases the potential for both income and donor participation.
2. Focus on Subscriber Engagement: Growing an email list is only the first step. Year-round engagement through regular touchpoints, content valued by donors and subscribers, stories of life change, and personalization ensures that both subscribers and donors feel connected and are more likely to respond on GivingTuesday. Equally important is ensuring the path to giving is optimized. Testing and refining the donation form throughout the year can dramatically improve conversion rates. An optimized donation form complements engagement efforts, making it easier for an engaged audience to take action when it matters most.
3. Utilize Strategic Incentives: Incentives like matching grants remain a powerful way to drive results. However, their effectiveness is amplified when paired with a well-engaged and targeted audience. Organizations should integrate these incentives as part of a broader campaign strategy.

By balancing these three areas—list growth, engagement, and incentives—organizations can optimize their GivingTuesday results and build momentum for future campaigns.

Ready to take the next step? Dunham+Company has the tools and expertise to help your organization grow your email list, engage audiences year-round, and implement strategies that maximize results. Let us partner with you to create a holistic approach to fundraising that drives impact. Contact us today to get started.

The post Lessons from This Year’s GivingTuesday: 3 Strategies That Worked first appeared on CMB.

The post Lessons from This Year’s GivingTuesday: 3 Strategies That Worked appeared first on CMB.

In an era where inboxes are crowded and attention spans are short, optimizing the design of your year-end communications is essential to ensuring your ministry’s message is seen and engaged with.

While there is always a time and place for text-only emails, it is important to ensure that your campaigns stand out when volume increases in inboxes. Campaigns during year-end serve a unique purpose. They should stand out to the user as a special campaign, grabbing their attention from a design perspective.

1. Creating Attention-Grabbing Banners

In any email communication, the banner is the first element users see.

For special campaigns such as year-end, you can incorporate unique design features to enhance the user experience whether you have a special resource or not.

With a resource: Incorporating elements of the featured resource (such as a book or special offer) into the banner creates continuity. Using the colors and theme of the resource can enhance its appeal and make the email look cohesive. This not only adds relatability but also visually communicates the value of the resource to the user.

Example: A banner featuring a book could include a clean design, featuring hands holding the book with a vivid color palette that matches the book cover. This sets a clear connection between the banner and the resource.

Without a resource: When there’s no resource to promote, the email banner should still stand out. It should be distinguishable from regular communications by using a special design that is visually striking and immediately signals a unique year-end campaign. Colors should align with the ministry’s branding but differ enough to catch the user’s eye as something special.

Example: Ensure that the banner features a captivating headline that motivates users to engage further, such as highlighting a matching grant or year-end giving goal.

2. Leverage The Resource to Enhance Campaigns

If an organization offers a resource as part of the campaign, such as a devotional booklet or a downloadable pdf, it is critical to incorporate visual representations of that resource throughout the campaign. Depending on the frequency of the emails, consider creating several mock-ups for the resource. Variations like standard product shots (e.g., the cover of a book or pdf), lifestyle images (e.g., someone holding the book, the pdf displayed on an iPad), and resource banners with supporting text allow for diversity in the visuals and prevent the emails from becoming repetitive. This also provides the reader with a visual image of what the resource would look like, allowing them to imagine having it in their hands.

Example: Use a mix of images, such as a top-down view of the resource on a desk or a close-up of hands holding the item, to add a personal and relatable touch to the email.

3. Design Consistent Campaign Assets

Consistency in design is crucial for ensuring that the overall campaign has a credible and cohesive look. The email banner, footer, donation form, and resource design should all work together to create a unified feel across the year-end communications. A well-coordinated design can lead to higher engagement and ultimately better results. While often overlooked, a well-designed footer can make a significant impact. Create a footer that complements the colors and visual elements used in the banner. This creates visual harmony, making the emails look polished and complete. To increase engagement, visual elements like testimonies, Scripture quotes, or even animated gifs (e.g., a looping video preview) can be inserted. These provide variety and ensure the email remains visually interesting while delivering important content.

Example: A short gif showing a highlight from a testimonial video or a Scripture overlay with a subtle animation can captivate attention without being intrusive.

4. Use Graphics to Reinforce Campaign Goals

Graphics aren’t just for decoration – they serve a distinct purpose to change how the user feels about your content and moves them to engage further. Whether it’s reinforcing a campaign’s matching goal or emphasizing a key testimonial, visuals can powerfully support your message.On your donation page, a mobile-optimized image that reflects the campaign’s message (e.g., “Thank You for Helping Us Reach Our Goal!” or “$30,000 Matching Grant”) can make the page feel more dynamic and reinforce the urgency or importance of the campaign.

Example: A graphic showing the progress of a matching grant, complete with a visual thermometer or bar, gives supporters a real-time sense of how their donation is making a difference.

5. The Importance of Unique Campaign Design

Year-end campaigns represent a special moment in the calendar year when organizations make a final push to achieve their annual goals. To break through the crowded inboxes, it’s crucial to ensure that emails designed for the year-end period feel distinct from regular, ongoing communications. While remaining on-brand is important, it’s equally crucial to ensure that the campaign is differentiated enough from your regular communications to grab attention. This might mean altering the color palette slightly, using bolder headlines, or integrating campaign-specific imagery or themes.

Design isn’t limited to just email. The visual elements from your email campaign should also be reflected on your website, social media, and any printed materials. This creates a consistent experience that reinforces your message at every touchpoint.

Link to Original Source

We’d love to help you break through to your audience this year-end. If you’re interested in learning more about how you can leverage email for your ministry – and reach more people for the Kingdom – contact us today!

The post Tips for a Successful Year-End Email Campaign first appeared on CMB.

The post Tips for a Successful Year-End Email Campaign appeared first on CMB.

It was in 2018 that a concerning trend caught the attention of the Giving Institute and the Giving USA Foundation: while total giving was increasing, fewer households were participating in charitable giving. This decline in participation was especially pronounced in volunteering. To better understand this shift, The Generosity Commission was established in 2021 by the Giving Institute and Giving USA Foundation to explore the causes of this decline and provide recommendations to reverse this trend.

After three years of research, The Generosity Commission has released its final report, which includes nine key recommendations for fostering generosity in the coming years. These recommendations highlight how giving patterns are shifting and provide actionable steps for nonprofits and ministries to encourage broader participation.

#1:  Increase the depth and breadth of data on giving and volunteering

#2: Close the generosity evidence-to-practice gap

Culture Recommendations

#3: Recognize the value of “influential” donor testimonials:  Encourage public figures and leaders in a broad range of fields to speak openly about how they give and volunteer, and how they have benefited from others’ giving and volunteering

#4: Know who your listeners are and who the next donors will be. Take youth seriously as givers and volunteers.

Practice Recommendations

#5: Show proof of your donors impact making change possible in their communities and around the world 

#6: Support community foundations to take a leading role in encouraging giving and volunteering

#7: Reinforce the leading role of businesses, as convenors of employees to encourage their volunteerism and giving

Policy Recommendations

#8: Increase the availability of the charitable contribution tax deduction

#9: Sufficiently fund the IRS Exempt organizations division and state charity regulators and simplify regulatory compliance

One key factor shaping these trends, as discussed in a recent episode of the Cause+Effect podcast, is the macroeconomic environment. Despite rising total donations, inflation and economic uncertainty have made many donors more cautious, reducing the number of people actively participating in philanthropy. The episode emphasizes how nonprofits can adjust their strategies to address this shift by focusing on relationship-building and demonstrating tangible impact.

As we move forward, it’s crucial for organizations to adapt to the changing economic and cultural dynamics and tap into the evolving preferences of today’s donors. I encourage you to download The Generosity Commission’s report to dive deeper into these findings and explore the strategic recommendations that can help ensure broader participation in philanthropy. It’s a valuable resource for any organization navigating this shifting landscape.

The post The Shifting Landscape of Generosity first appeared on CMB.

The post The Shifting Landscape of Generosity appeared first on CMB.

You would think that after 43 years, hosting over 1,200 on-air fundraisers for hundreds of Christian radio stations, that I might have tapped into a secret or two about fundraising.

I was asked to share those “secrets” with the air talent from all the Northwestern Media stations at their “Northie” Gathering. As I prepared, I initially drilled down on some of the best strategies we used over the years. But then God interrupted me. He reminded me that there is something more important than the “strategies.”

There is only one main “secret” to making everything else work.  

Here it is. TELL THE TRUTH!

Yeah I know, kind of seems obvious but let’s look at what that really means when it comes to your next fundraiser.

There are three areas in which we must tell the truth.

1. Tell the truth to YOURSELF.
   

   Your self-talk reveals your mindset. It will tell what you think, believe and feel about fundraisers and your role. Be honest with yourself. Fundraising isn’t easy, and negative self-talk can sabotage your efforts.  If you think “I hate fundraising!” or  “I suck at this,”  or  “Listeners tune out: nobody listens,”  you’re setting yourself up for failure.

Research from Coleman Insights revealed that while audience numbers do drop during pledge drives, the impact isn’t as dire as we might think. For example, Average Quarter Hour (AQH) only drops by 20% on average. This means many listeners remain engaged, contradicting the myth that everyone tunes out.

And why do some listeners tune out? It’s often because they miss the music or feel the fundraising appeal isn’t directed at them. But the majority of the ones who do listen are your P1’s and they are your donor base. Studies have shown that if they don’t give it’s because they can’t afford it, it never occurred to them, they didn’t know the station needed funds, or they support other causes. So you can de-myth the belief that it’s all up to you to have to talk them into giving. 

Get rid of the negative self-talk and transform your mindset with the truth. Believe that fundraising is a God-given opportunity and that you’re talented and gifted at this task. See yourself as a coach rather than a salesman, helping listeners who want to give. Be authentic, transparent, and real. Listeners trust you when you’re honest and genuine.

2. Tell the truth to your LISTENERS.

My mentor and founder of on-air fundraisers, Mel Johnson, always reminded me that fundraising is about people, not just money. Listeners want to know what you need, why you need it, and how their contribution makes a difference. Provide proof, make it fun, and use listener stories to create emotional connections.

Research from a project involving 5,000 surveys across eight CCM stations and two networks showed that the highest-rated appeals were those featuring listener comments. Emotional responses triggered by stories inspire and motivate giving.

We also did research to find out the effectiveness of incentives in generating response. Things like giveaways, prize drawings, match challenges, short term goals and deadlines all proved to drive higher response rates. Bottom line is listeners need triggers to take action. While stories win hearts, incentives prompt immediate response.

However, the truth is, when things don’t go our way, we might resort to manipulation. Here are four common categories:

1. Listener Stories: Exaggerating or distorting stories for more emotion. 
2. Match Challenges: Making things up about the donor, or the amount left to match or the time remaining.
3. Prize Drawings: Over-exaggerating the value and “bribing them into giving. 
4. Progress Updates: Stretching the truth about time and amount left.  Fudging the numbers.

These can all become “gimmicks” and that is an unkind and often dis-honest way to treat your listeners. The truth is your listeners who want to give, deserve and need your honesty and integrity especially when it comes to asking them for money. 

3. Tell the truth about GOD.

Where does He fit in on your fundraiser? Or rather where do you fit in with His plans for your fundraiser? Fundraising isn’t just a financial necessity; it’s a spiritual act. Remember, it all belongs to Him and it’s all for Him. Seriously. 

Get that one right and then you will find yourself more intentionally putting God in the center of your fundraising. It starts with sincere prayer and worship. Pray with your team, pray before going on air, and keep God at the center of each one of your appeals. Ask Him what He wants for your listeners who can give. 

Here are a few good biblical principles that you can model after. Exodus 35, offerings were brought by those whose “hearts were stirred.”  Generosity was  celebrated in 1 Chronicles 29, where King David’s people rejoiced in giving for the temple.  Paul used role models when he wrote about the Macedonian givers in 2 Cor 8. And Jesus gave an example of showing honor and appreciation when he acknowledged the widow’s mite in Luke 21.

The truth is if you keep God in the center of your appeals, your listeners will be better able to follow His lead. You give it your best and then trust God for the outcome. 

The key to successful fundraising is simple: TELL THE TRUTH! 

Be honest with yourself about your capabilities and mindset, connect genuinely with your listeners, and keep God at the center of your efforts. Embrace a positive mindset, use authentic stories to engage listeners, and trust in God’s plan. Do so and you will elevate your fundraising efforts and your ministry will make a lasting impact on your listeners.

The post The “Secret” to Successful Fundraising first appeared on CMB.

The post The “Secret” to Successful Fundraising appeared first on CMB.

In order to stay focused on what God says, The Light FM uses a list of principles, based on Scripture, to guide our donor ministry work.

“Look at the birds. They don’t plant or harvest or store food in barns, for your heavenly Father feeds them. And aren’t you far more valuable to him than they are?” Matthew 6:26, NLT

Guiding Principles of Donor Ministry at The Light FM 

1. God’s economy is different than the world’s. 
2. Every act of giving is first and foremost a statement about the faithfulness of God.
3. God invites people to be a part of His work because of His desire to see them grow in Him (spiritual maturity). 
4. Transformational giving is based on the abundance and trustworthiness of God and not a theology of scarcity. 
5. All employees and leaders of the ministry have a dual calling to steward the mission and grow the people God brings. 
6. Personal commitment to the ministry and mission is a key component in building relationships with our partners.
7. It is our responsibility to be in front of our donors to encourage and help facilitate giving which the Holy Spirit is already working out in the donors’ lives.
8. Partners should be treated as individuals; with individual Spirit-led goals, dreams and priorities for their giving, as we seek the Holy Spirit’s leading on how we connect with them.
9. Partners deserve for us to be fully present with them, listening deeply to their “God-stories” and to steward those stories well. 
10. Partners deserve our honesty and transparency in ministry mission, vision, direction, successes, challenges and impact of their giving. 
11. Giving increased time, talent, treasure, and testimony is a result of partners being comprehensively coached on and directly engaged in the mission of the ministry.

(Adapted from the Mission Increase Foundation’s 10 Principles of Transformational Giving https://missionincrease.org/tg-principles/)

The post Revenue – it’s more than… first appeared on CMB.

The post Revenue – it’s more than… appeared first on CMB.

It’s a valid concern considering the aggressive fundraising efforts of candidates and political parties during an election cycle. But it’s a concern that doesn’t play out in reality.

First, let’s look at the data.

In two Dunham+Company studies conducted back in 2016 and again in 2020, we asked whether giving to political parties, candidates or PACs would reduce how much donors give elsewhere. In both studies, donors made it clear that this is highly unlikely.

For example, in 2016 this question scored a mean of just 1.9 on a scale of 1-5, with 1 being “Completely Disagree” and 5 being “Completely Agree”. So a score of 1.9 means donors are very unlikely to reduce their giving to organizations they normally support because of giving to a candidate, party or PAC.

In 2020 we asked the same question and in this survey the question scored a mean of 2.3. So again, donors say it’s pretty unlikely they would reduce their giving.

Digging a bit deeper into the data from both studies it’s needs to be noted that the Boomer cohort of donors made it clear that political giving wouldn’t negatively impact giving elsewhere as their mean in 2016 was only 1.8 and in 2020 just 1.9. Knowing this is the most important group of donors as their household giving is higher than Gen X and Millennials, this finding is very important.

Finally, in those same studies we also asked donors whether they would be giving less in the coming year and if so why. One possible response for giving less was, “The upcoming presidential election.” In 2016, 0%(not a typo) of donors cited that as a reason they would give less in the coming year. And in 2020 just 2% said this would be the reason. It’s clear that presidential elections are not a reason donors give less.

Second, let’s look at history.

As I look back at my experience through many presidential campaigns there has never been an instance where the organizations I served saw a drop in income as a result of the elections. My hunch is that political giving is a one-off exercise for those who donate to political campaigns and thus not replacing their philanthropic support of the charities they normally support.

In addition, based on a study by lendingtree, the older the demographic the less likely they are to support political campaigns (just 14% of Boomers compared to 43% of Gen Z and 33% of Millennials). Knowing that the most important giving demographic is the Boomer generation, it continues to make sense that the election cycle shouldn’t negatively impact the ongoing support of charitable institutions.

So, will the upcoming presidential election cause donors to give less to your organization? Based on the data and history, I think we can confidently say it’s extremely unlikely.

With this in mind, there is one important thing to note, however. It is imperative to understand that every presidential election can become a distraction to your donors as the volume of communication intensifies the closer you get to election day. So it’s vital to ensure that you are staying in front of your donors throughout the election cycle, continuing to give them reason to support you.

The point being, your donors may not give less to you because of their support of a candidate, party or PAC, but they could decrease giving if you’re not staying in front of them with the continued rationale as to why their support matters. So keep up the cadence of communication throughout the fall and make sure your case for support is as strong as ever.

The post Will The Upcoming Presidential Election Impact Giving? first appeared on CMB.

The post Will The Upcoming Presidential Election Impact Giving? appeared first on CMB.

Here’s a sneak peek:

• Listening Trends: Our study reveals shifts in listening habits since 2021, including a decline in those exclusively listening to Christian music radio and an increase in those tuning into Christian teaching and talk. 
• Donor Demographics: P1 donors, who represent the most dedicated segment of listeners, differ from the general audience. P1s are politically more conservative, more highly educated, and their household income skews higher.
• Motivations to Give: P1 donors support their stations with reasons ranging from spiritual growth to believing in the station’s mission.
• Challenges and Opportunities: Despite economic challenges, P1 donors show resilience and optimism, with a majority planning to maintain or increase their support in the coming year.

The insights from this study will help you navigate the evolving landscape of Christian radio and donor engagement. Click here for more details from this study and enrich your strategies to connect more meaningfully with those who support your mission.

The post Insights into Christian Radio P1 Donors + Their Impact first appeared on CMB.

The post Insights into Christian Radio P1 Donors + Their Impact appeared first on CMB.

• What are the economic forces diminishing donor generosity this year? 
  • Inflation and personal financial situations.
  • Households are also choosing to give to fewer organizations on average. 
• How can you best navigate the generational divide in philanthropy and economic uncertainty? 
  • If your organization is experiencing challenges around fundraising, you are not alone.  Millennial donors are most likely to hold back on giving this year but amongst overall donors there is stronger intent to give this year than last year.
  • Communication from direct mail is still highly effective – but you are more likely to see response online. More donors are giving via their mobile devices. Ultimately, a multi-channel approach is still the recommended strategy for reaching donors across generations.
• Is there a spark of hope? 
  • Absolutely!  There is a resilient rebound in donor optimism compared to last year.

We’ve got answers. Listen now! 

P.S. If you missed the release, you can get your copy of the research here.

The post Donor Confidence Shows Resilience in the Face of Economic Headwinds first appeared on CMB.

The post Donor Confidence Shows Resilience in the Face of Economic Headwinds appeared first on CMB.

In this episode of Dunham+Company’s Cause+Effect podcast, digital marketing professional and technology expert James Poulter joins Dunham+Company President and CEO Trent Dunham and Chief Strategist for Social Media and Innovation Nils Smith to discuss these changes and speculate about the future of AI’s impact on ministry work.

Poulter is the CEO and Co-founder of Vixen Labs and has been instrumental in establishing the company as Europe’s leading full-service Voice Agency. Vixen Labs specializes in voice consultancy and design, assisting brands in leveraging voice-first technology and conversational interfaces for effective communication and promotion.

Listen in as they discuss:

• Why churches and ministries need to embrace AI in order to deepen our understanding of the needs of our donors and church attendees.
• How AI can help automate mundane tasks and empower leaders to focus on meaningful interactions within their communities.
• The serious responsibility pastors and ministry leaders have to utilize AI in ways that are ethical and uplifting to others.

Link to podcast:

https://podcasts.apple.com/cz/podcast/how-artificial-intelligence-is-reshaping-the-ministry/id1495872706?i=1000649177863

The post How Artificial Intelligence is Reshaping the Ministry Landscape first appeared on CMB.

The post How Artificial Intelligence is Reshaping the Ministry Landscape appeared first on CMB.