My wife and I recently made a large donation to a ministry led by a wonderful person we know. Later, when this leader saw me at an event, they gave me a book written by the founder of the ministry as a token of appreciation for our gift. During our brief conversation, I asked the leader a simple question, “What’s your vision for the ministry?” Their answer was cordial but unclear.
This exchange was a gentle reminder of a crucial, but often overlooked, tool that all leaders should have on the ready. An elevator pitch.
If you are unfamiliar with the concept, an elevator pitch is a succinct explanation you could offer on a brief elevator ride. It could be about the mission or vision of your business or ministry, your book or online platform, or a new project you are fundraising for. For any important message you want to tell the world, you should have a 20-second, 1-minute, 3-minute, and 5-minute version for communicating that message. Each should be powerful, punchy, and to the point. Each should engender inspiration and a desire for the listener to want to join the cause. And each should encapsulate the general idea with clarity so the listener understands the concept and can ask more questions if they desire. In the setting I gave above, the expectation was for a 20 second version.
Here is an example of a 20-second elevator pitch for a crisis relief ministry: Our goal is to be available for every natural disaster in the US to help people in their time of crisis feel the love of Jesus and hear a healing spiritual message. When you say something like this, it communicates the scope and the mission of the organization. It gives a big picture idea so if the person wants to know more, they will ask. Preparing a statement like this, and longer versions, requires a coherent mission and vision to start with, an intentional effort to put it into words, and a bit of practice to memorize it.
The second tool I recommend that fundraisers have in their pockets is an invitation to a discussion and information session. What if the person above had said, “Oh, by the way, I like to have a quarterly meeting for all our donors at my house (or other place)—or if you prefer, you can join by Zoom—where I give a brief, live update on what we are doing and hear your thoughts and ideas.” Many ministries provide quarterly updates by email. That’s not bad, but it is impersonal and fails to engage the donors. So generate ideas to remain connected with them in more personal ways.
Another idea might be that if a donor has given beyond a certain dollar amount, consider taking them to lunch or inviting them to a one-on-one meeting to hear their thoughts, to learn more about them, and to understand how they might be interested in giving more in the future.
Most importantly, aim to bless and thank your supporters. They bless you. Meaning, when someone gives you a donation or a customer purchases your goods or service, you can aim to solicit future donations or sell them more of what you offer, and this is commonly accepted. However, the best ministries and businesses aim to go beyond the transaction to touch their donors’ and customers’ lives in positive ways. Be intentional to connect with your donors as you engage with them. It all begins with your simple, but succinct elevator pitch, sharing with them the heart of what you do.
