Texas Presbyterian Foundation

Let’s Give Them Something to Talk About: Crafting Your Purposeful Generosity Message

By Kristi Posewitz, TPF’s Director of Marketing

It’s been said that no message is its own clear message. This is especially true when it comes to churches and nonprofits and how you talk about generosity. A clear consistent message from you about generosity and its importance to your mission can be the difference between a giving culture rooted in generosity, and one that remains distant and indifferent.

You might be asking, what is your generosity message or messaging? Well, it’s the way you talk about yourself and your mission in relation to your approach to giving. Your generosity messaging will be a clear and purposefully defined statement and set of points designed to communicate the goal and importance of your mission along with clarification around your intentional focus on generosity. Ideally, you will craft this message to reach your already defined target audiences and spread it out over a variety of channels and deliverables to ensure the message is received.

As with most things, the hardest part is getting started. To help with this, I’ve included three starting blocks for your generosity message. Because every church and organization is different, your messaging will be unique. There is not one exact formula. However, the content elements are designed to provide an easy place to begin:

  1. Clearly articulate the main reason people will want to give to your church or organization. What is your purpose? What makes you special?
  2. Include language and ideas that truly resonate with the audience you are trying to reach. What is important to them? How do they talk to each other?
  3. Describe why it is important to give to you. Will it bring them joy? Will their generosity help to change lives?

While the content, voice, tone, and style will vary across each church and nonprofit, each of these elements can provide a key piece of your generosity message. Once you have it clearly defined, you can easily include it across the fabric of your communications efforts. The consistency will help to establish trust, credibility, and authenticity.

Are you interested in learning more? I invite you to CLICK HERE to visit our TPF Legacy Builder Website. This educational tool exists to help you with all aspects of your legacy giving program.