Revenue

If your station’s revenue statistics are anything like ours, you are seeing fewer people giving, but those that do are giving larger gifts. Maybe like me, you’re dreaming of a year like 2021 where most ministries’ actual revenue exceeded their budgeted projections. Revenue just seemed to fall from heaven. But today, it feels like we have to work harder than ever before.

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.