Presbyterian Church (U.S.A.)

Fund-raising can be reduced to “two simple words, relationships and listening,” Bill Enright told the Presbyterian Communicators Network at its gathering tonight (July 1) at the Big Tent here.

Enright, director of the Lake Institute on Faith and Giving at the Center on Philanthropy at Indiana University, said that everyone knows, a great deal of knowledge and understanding are needed to build relationships and hear the needs of donors.

Enright said that with charitable giving declining a “donor-centered world” makes up today’s fund-raising environment. He pointed out a need to connect with donor aspirations, adding, “It’s clear we can’t be all things to everyone.”

He said churches need to clarify their mission. Successful fund-raisers, he said, make sure their values match those of their potential donors. They also need to “reframe their priorities and rethink their strategic plans” to make sure they align with those of their donors.

While Enright is convinced that most forms of giving are spiritually motivated, he said most giving is no longer directed solely at religious organizations. Donors, he said, “are in relationship with God through the institutions they support.”

Communication also has a substantial role in raising funds. “We have trouble talking about money. When we do talk about it, it tends to happen about once a year,” he said. “We in the church need to get over our skittishness about money talk.”

He said, “We need to do a better job of telling our story. Stories, not statistics, make the difference.”

Organizations that have been able to improve their fund-raising provide “diversified giving opportunities,” and, he said, “They know how to say thank you.”

When Enright asked how many in the room had received a thank-you note from their church for their financial contribution, only a few hands went up.

The gifts are there, Enright said, but “we have to be willing to change some of our ways."

Duane Sweep is associate for communications in the Synod of Lakes and Prairies. He is covering the Presbyterian Communicators Network Conference at Big Tent for PNS.