No More Pledge Cards

Robert H. Clarke is Director of Development at the Saint Michael Lutheran Church and School (Fort Meyers, Florida). Bob heard me at a presentation I made recently. He noted how adamant I was about not using the word “pledge” or “pledge card” in talking with probable donors.

He writes to ask: Why are you so rigid about the use of “pledge”— and what word do you use in its place?

Here’s the answer. In every study we have done, we find the word “pledge” has a terrible connotation. It’s negative.

In so many of our campaigns, we find a number of people who are quite clear they will not make a pledge. This, in spite of the fact that they make a pledge when they buy a car, when they buy a home, and when they marry.

But you’ve heard the comment often: “I will not pledge. I have no idea what my financial condition will be in the next two or three years.”

I have eschewed the term. Instead of a “Pledge Card”— we use “Gift Card.” This may seem like a small matter but it makes a powerful difference. And fundraising is made up of a lot of small matters that amount to a great deal!

And we don’t use legally binding language. In fact, we make it quite clear the gift is only their “intention” and is not legally binding. Fulfilling the gift is based on their good health, their financial well-being, and their general good state of affairs. It works wonders.

And best of all, the attrition for a “Gift of Intention” is less than for a legally binding pledge.

And by the way, I have stopped using the word “prospect.” (Remember, small matters count for a lot!) For some reason, this word just doesn’t feel “right”— and somehow it doesn’t convey a positive meaning. I have now begun using “Probable Donor” in its place. Don’t you feel that has a positive ring and sends the right message.

If you would like to see a sample of a Gift Card and a Letter of Intention, email me at ideas@panaslinzy.com.

- The Partners

0101_06