This document summarizes the success of the annual appeal for the Diocese of Allentown, PA. [1] Over the past several years, the appeal has increased donations significantly through focused strategies including engaging the bishop and pastors, building relationships with donors, expanding giving societies, and ongoing engagement throughout the year. [2] As of September 2012, the appeal was tracking a 19% increase in giving over 2011, bringing in $4.2 million compared to $3.6 million the prior year. [3] Key factors in this growth include the bishop's strong leadership and visibility in the community as well as relationship building with both new and existing donors.
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2012 ICSC Annual Appeal presentation
1. ANNUAL APPEAL:
A SUCCESS STORY
James S. Friend, Jr., Secretary
Secretariat for Stewardship & Development
Diocese of Allentown
2. 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.
3. 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.
4. 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
5. 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 versus
this year.
6. Giving Breakdown
13% 53% of the funds
come from 8%
of the donors
47%
40%
Bishop's Circle
Council of Stewards
Gifts below $500
7. 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
8. 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
9. Gifts below $500
• 2011: $1,733,283
• 2012: $1,987,587
• Increased: $254,304 (up 15%)
• Number of Gifts: 21,794
• Average gift: $91
10. 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.
11. 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
12. 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”
13. 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
14. 3 Asks in Ask Letter…(Excerpt)
We invite you to participate in these missions by giving
something back through the 2012 BISHOP’S ANNUAL
APPEAL. This year, we are asking you to consider
reaching further with your gift by responding to our “stretch”
gift request. This will help our ministries serve more
people! Please prayerfully consider a gift of <INSERT ASK
AMOUNT 1>,<INSERT ASK AMOUNT 2>, or your
“stretch” gift of <INSERT ASK AMOUNT 3>. As you pray
about your gift, please consider membership in the
Bishop’s Circle through a gift of $5,000 or more.
15. 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