Reader Asks: Email vs. Snail Mail? Best Practices for Giving Statements
I always love it when a reader sends me a question that makes me think. Think! That’s something that I should do more often.
Since this reader’s query (query…what a great word) may be one you have as well, please, read on. To maintain complete anonymity, I have changed the name of the clergyperson. I do have permission to share the question.
From Rev. G. Clooney:
Our financial secretary wants to send our giving statements through email to save on paper and postage. I'm not against this but wanted to get your thoughts on best practices. Do I write my letter to go with it and make that the body of the email? Do I write a separate letter? Any input you could give is helpful.
Here’s my response:
Rev. Clooney! Loved your most recent movie – you should have been nominated. BTW, “O Brother, Where Art Thou?” is still my favorite, but I digress. Let me address your important question.
If you write a separate paper letter – in addition to sending the quarterly statement by email – it defeats the purpose of saving money and paper.
That being said, I’m still a strong proponent of a hard copy quarterly report with a thank you update letter (or lay testimony – email me for examples) that goes in the mail. Yes, it’s an expense, but I think one that’s worth it in the long run.
I recently led a webinar on writing a great year-end letter. Here are four stats that I mentioned:
77% of people sort physical mail immediately upon receiving it
56% say receiving mail is a “real pleasure”
67% feel mail is more personal than the internet
With direct mail you get 9-times the response as opposed to email
An email will be seen once for a few seconds (or accidentally deleted) as opposed to a hard copy letter that will be opened and left sitting around for a spouse or other family member to see.
I won’t fall on my sword if you go with an electronic giving statement, if it also includes a personal note from you or some kind of notice of appreciation/gratitude.
Let me know if you have any other questions - or feel free to give me a call!
Rev. G. Clooney responded:
I agree! I was robbed of my chance at an Oscar!
Thanks for the response. I've been thinking about it, and I think we will send electronic statements. I will write a note that goes with the email.
The other thing I am working on is sending quarterly notes to families thanking them for their gifts and highlighting something specific from that quarter.
Is there a preference or difference between full letters or postcards?
And my response to the good Rev. Clooney:
I’m going to start a write-in campaign for “Jay Kelly.”
As far as a preference between a letter or postcard, I don’t have a strong one.
However, a postcard, depending on how it’s done – with a dynamic photo of ministry-in-action on the front and words of gratitude on the back – can find its way to a refrigerator or other prominent spot. That’s always a good thing.
Blessings on your ministry!
So, friends – there you have it. What do you think? Email or snail mail? What’s more effective in your context?
Are there any other questions you’d like to see answered about stewardship? Feel free to send them along.
Once again, making me think is a good thing – otherwise, I’ll just have to watch more “ER” reruns.
Photo credit: Lindsey Garrett @ pexels.com
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Cesie Delve Scheuermann (pronounced “CC Delv Sherman,” yes, really) is a Stewardship Consultant for the OR-ID Annual Conference. She is also a Senior Ministry Strategist with Horizons Stewardship – helping with capital campaigns and encouraging more generosity. For 25 years, while working as a volunteer and part-time consultant, she has helped raise millions of dollars for numerous churches and non-profit organizations. She wants you to watch one of the all-time great George Clooney commercials.
You can reach Cesie at inspiringgenerosity@gmail.com, at CesieScheuermann.com, or at cesieds@horizons.net. Want to schedule a meeting? She’s got you covered!
Schedule a meeting now.
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