ANNUAL APPEAL:A SUCCESS STORYJames S. Friend, Jr., SecretarySecretariat for Stewardship & DevelopmentDiocese of Allentown
Annual Appeal: A Success Story• I believe… • In Stewardship • In the story of the Widow’s Mite. All gifts of equal sacrifice are equal in the eyes of God. • It is our obligation to engage donors with affluence and influence who can make a difference in the Church today.
Snapshot: Diocese of Allentown, PA • Mid-Sized Diocese (275K Catholics), mix: inner city/suburban/rural area. • Median (HUD) income $55K - $73K (5 counties) • Unemployment rate currently 8% • 2008 diocese consolidated from 152-104 Parishes, prior to current Bishop. • 52 year old Bishop installed 3 years ago, very visible.
The Numbers: Appeal History•2006: $3.1 Million•2007: $3.3 Million Parish goals are not•2008: $3.3 Million mandatory•2009: $3.6 Million•2010: $4.1 Million – New Strategies Implemented•2011: $4.3 Million•2012: Projected $4.75
Comparing Giving: 2011 versus 2012• 2011 Appeal: $3,558,924• 2012 Appeal: $4,239,356• Currently tracking an increase in giving of $680,432 (up 19%)*As of September 11, 2012. Tracking what donors gave last year versusthis year.
Giving Breakdown 13% 53% of the funds come from 8% of the donors47% 40% Bishops Circle Council of Stewards Gifts below $500
Bishop’s Circle: 72 Donors ($5K & up)• 2011: $447,545• 2012: $565,004 • Increased $117,458 (up 26%) • Number of Gifts: 72 • Average Gift: $7,958• 2010 – 35 Members• 2011 – 45 Members• 2012 - 71 Members • 29 New members (26 more members – up 58%) • 2 families dropped to a lower giving circle • 1 family has not made gift yet
Council of Stewards: ($500-$4,999K)• 2011: $1,378,095• 2012: $1,686,765• Increased: $308,670 (Up 22%) • Number of Gifts: 1,807 • Average Gift: $933• 2011: 1,488 Members• 2012: 1,807 Members• 363 New members (319 more members – up 21%) • 44 families either dropped to a lower giving circle or have not made gift yet
Gifts below $500• 2011: $1,733,283• 2012: $1,987,587 • Increased: $254,304 (up 15%) • Number of Gifts: 21,794 • Average gift: $91
Key Elements to Success: Clergy• Very engaged Bishop, held 30 lunches with key donors at his residence in his first year (private Mass), PT Major Gifts Office or Development Director attended.• Very visible Bishop: Not only at diocesan functions but drops by parish/catholic school functions, celebrates Mass at parishes and attends graduations at Catholic High Schools.• Strong relationship between Bishop and Development Director. Trust.• Trust of the Pastors – continuous communications.
Key Elements to Success: Relationships Relationships built through… • Local Kickoff of Appeal, Bishop attends • Easter and Christmas Cards to top donors • Bishop calls to top 50 donors during the Holidays • “Thank you call” from Development Office to top 900 donors. • Personal visits to donors by PT Sister of Mercy • DOD’s Personal Engagement with donors • Catholic Business Owners Alliance • Diocesan Strategic Planning Initiative
Evolving Strategies: Giving Societies Something for every donor • Bishop remembers prayer intentions at Mass • Group purchase at a theme park (Dorney Park) Mid-Level Giving Expanded (Council of Stewards) • Previous: $1,000 and up = 500 families • Current: $500 and up = 1,300 members in 1st year • 3rd year nearly 1900 families. • Once a year gathering: Examples: Prayer Service and Reception, Gospel Concert, “Late Night Catechism”
High Level Donors: Bishop’s Circle• Invitation Letter to $500 and up donors (Council of Stewards)• Brand the group • Create logo • Bishop’s Circle Pin • Letterhead/Napkins • Banner for events• Build Community • Develop a Directory • Create a social calendar of events (Bishop attends) • Engage with Bishop • Monthly touch point (St. Anthony Messenger Magazine) • From Bishop: Easter Card / Christmas Card / Some personal calls during the holiday • Lunch and personal contact with the 29 new members who stepped up their giving
3 Asks in Ask Letter…(Excerpt)We invite you to participate in these missions by givingsomething back through the 2012 BISHOP’S ANNUALAPPEAL. This year, we are asking you to considerreaching further with your gift by responding to our “stretch”gift request. This will help our ministries serve morepeople! Please prayerfully consider a gift of <INSERT ASKAMOUNT 1>,<INSERT ASK AMOUNT 2>, or your“stretch” gift of <INSERT ASK AMOUNT 3>. As you prayabout your gift, please consider membership in theBishop’s Circle through a gift of $5,000 or more.
Ongoing Strategies• Ask for a specific amount of money. Ask is based upon the donors previous giving history• Engage a parish committee.• Phone-a-thons• Ask pastors to write a Homily for the Appeal, collect a few and share them among the Clergy.• Engage a Lay Witness Speaker for each parish.• Lay Chairperson couple for each county.• Prayer petitions at Mass• Appeal Prayer said after the petitions• In Pew Solicitation• Appeal Video