Charities

A clear vision = a compelling ministry

If you want your ministry message to resonate with today’s givers, the first thing you need is a clear vision.

  • It’s more important than facts.
  • It’s more important than a strategic plan.
  • It’s even more important than stories.

While each of those things are needed, givers are first looking to support a vision that resonates with their hearts. After all, you’re in this because God gave you a vision, right?

Lead with your vision, and givers will hear your heart. They’ll get a glimpse of something bigger. A big vision points hearts to our big God. So, what’s your WHY? What are you trying to accomplish? And what’s at stake? Those are vision questions, and you have to clarify the answers for yourself before you can communicate them to others.

Your vision should be specific

It’s not enough to “reach people,” “do good,” or “make an impact.” Those words and phrases lack meaning because they’re too generic. Nobody will remember them because they are too broad. Plus, those things could be said about any number of other organizations.

What makes your ministry different? What unique gifts has God given you to help fulfill this vision? How is your ministry uniquely filling a void that few others have been called to do? The more specifically you can communicate your vision, the more effective it will be.

The more specifically you can communicate your vision, the more effective it will be.

If your vision is too broad, think about the outcome you’re going for. Move away from the problem, and start thinking about results. This should help you communicate a more specific vision.

There are some really good vision statements out there:

  • Habitat for Humanity: A world where everyone has a decent place to live
  • World Vision: For every child, life in all its fullness; Our prayer for every heart, the will to make it so
  • charity: water believes that we can end the water crisis in our lifetime by ensuring that every person on the planet has access to life’s most basic need – clean drinking water
  • National Christian Foundation: Each person reached and restored through the love of Christ

Your vision should be big

Communicating a big vision is especially helpful when talking to givers with significant wealth. Business owners, community leaders, and board members are often fueled by vision. Most high-capacity givers are visionaries themselves, and they love to partner with ministries that dream big.

Does the vision of your ministry prompt your generous givers to perk up and say, “Wow, that is exciting, and I want to be a part of that?”

Your vision should be inspiring

You need to involve more than just facts and figures. You need to paint a picture of what’s possible and answer the question, “What does true impact look like for us?” I once worked with an individual who was seeking a substantial donation for a large project. He pitched the prospective giver and heard this in response: “I want to add a zero to my next check but your vision is too small.”

I want to add a zero to my next check but your vision is too small.

When you cast a big vision, you’ll attract givers who also like to dream big. And when people are inspired by your vision, they will likely share it with their friends.

Download now: Viral: 5 keys to multiplying your ministry (PDF)

Photo: Shahadat Rahman, Unsplash

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