How to Use "Thank You" as a Powerful Opportunity to Connect with Givers
Guest Post: Vision2
Until the introduction of online giving, givers weren’t really thanked for their donations to their church. It was their obligation and their worship, so they didn’t expect a thank you.
However, with digital giving came the need for the gift confirmation/tax receipt email:
Maybe you’ve received emails like this and never given it a thought. Maybe you don’t expect a warm or personal ‘thank you’ for your tithes and offerings.
But here’s the problem: Your givers do.
The image above screams “transaction.” It looks like a receipt and barely conveys gratitude.
But a donation to the church is about so much more than the transaction. It’s about worship, trust, stewardship, generosity, and being part of something bigger.
A tax receipt is more likely to feel like they’ve paid their “membership fee” than it is to nurture that generous spirit.
What Givers Want
In our recent stewardship survey, we asked those who expected to meet or exceed their generosity goals this year what factors influenced that ability.
52% of smaller churches and 55% of larger churches identified demonstrating impact of gifts as the top factor for being on track with their goals.
Outside research echoes this reality. Studies show a significant shift in charitable donations over the last few years moving from churches to nonprofits.
Your givers are familiar with these organizations. They’ve received letters filled with effusive gratitude, along with stories and images of recipients their donation helped.
Givers want to know their gifts are making a difference and nonprofits have learned how to demonstrate that very effectively.
Like it or not, this is the church’s competition for donations.
The Missed Opportunity of the Thank You
We’ve been delighted to see a growing recognition of the importance of demonstrating the impact of gifts in order to engage givers. They’re showing impact in emails, videos, announcement slides, annual reports, social media, and more.
But many churches are still missing a golden opportunity to demonstrate impact through their thank you messages.
Personalized, warm, and welcoming messages that include how the gift is making a difference leave your givers feeling appreciated and ready to give again.
A thoughtful approach to saying thank you will:
Foster a sense of belonging as givers are drawn deeper into the community.
Build trust that their donations are making a difference.
Encourage other kinds of engagement.
This approach doesn’t just say ”thanks for giving”; It says, “you’re part of our community, your gift is making a difference, and we appreciate you.”
It’s All About Connection
In today’s world, where everything is digital and it’s easy to feel disconnected, using your ‘thank you’ to really connect with your givers just makes sense.
Vision2’s comprehensive giving platform was designed to foster engagement. It includes a media-rich giving experience and customizable acknowledgments that come from your church, not a third party.
For Further Reading
When God Provides a Surplus, it’s Always for a Purpose
Engaging Givers from First Gift to Lapsed or Legacy
Five Ways Budgeting Makes your Life Easier, Not Harder
Seven Reasons to Offer Estate Planning at your Church
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Are you a pastor or church leader?
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