Can the Sales Pitch

I am on an email list that sends me very helpful teachings called McKaughan Musing.  I wish I could provide the link, but after days of trying, I am having technical difficulty.  So I will cut and paste.  These musings are from http://www.missionexus.org/, but I cannot get you to the direct link to the article I am quoting.

For the February 2013 edition the focus is Marketing vs. Sales.  McKaughan says this,

 I was re-reading a book on Peter Drucker, who was my generation’s leadership and management Guru. (A Class with Drucker by William Cohen) I came to a chapter on Marketing and Sales and it got me thinking.

   For Drucker, marketing was central to strategically leading any organization. Sales, on the other hand, was merely a second or third tier tactical issue

   To Drucker, the clear distinction between marketing and sales was that in marketing you found out what your customer wanted and then you built that into your product. Since what you produced was what was wanted or needed, a well- designed and carefully manufactured product hardly needed to be sold. What you produced met the customer’s needs and desires. Sales on the other hand had to do with pushing things on people where there was little intrinsic need or desire. Selling had to do with the creating or manipulating need or desire. According to Drucker, sales dealt with tactics, not strategy. Strategy always trumps tactics. If your strategy is wrong, your tactics will never lead to success.

Transformational Giving is about principles that guide our strategy, which in turn will guide our ‘tactics’.  Wrong strategy leads to wrong tactics. 

Could it be that the reason the listener often hears our fund raising presentation as ‘begging’ is because we are using tactics built on poor strategy?

McKaughan strikes on a truth Drucker taught that is core to TG.  "To Drucker, the clear distinction between marketing and sales was that in marketing you found out what your customer wanted and then you built that into your product."  The teaching we give in the migration of the champion (donor) is to find out what God is doing in their life.  This strategy is built on principle #4 in the 10 principles of TG.  Principle 4: A champion connects with an organization for the purpose of enhancing their mutual impact on the cause, not only to support the organization’s impact on the cause.

It is about the champion’s impact not ours.  So it is about the champion and what she needs, not my need for their funds.  Then as Drucker said, “Since what you produced was what was wanted or needed, a well- designed and carefully manufactured product hardly needed to be sold.”  So if your ministry is designed to fill the gap God has placed in someone’s life (i.e. their need) then God will go before you and the need you present meets the champion’s need not just yours.  In this case it will hardly need to be “sold”.

Let’s take helping orphans as an example.  You are trying to raise money for your orphanage. So the tactics could be to show starving, lonely children.  The tactic being, show the kids and the funds will come.  I talked with a group that even flew the kids from a Majority World Culture to the states and paraded them to churches to raise money.  It worked, short-term. The problem was, in two years they had lost momentum.  They could not sustain the sympathy.  So they were trying to find a new group of kids to fly to the states for another ‘tour’.

But if raising money for orphans is not just about you or the kids, but also the giver and his need, how would this change the tactic?  Does the Bible not tell us to take care of the orphan?  Is this need being meet by the local church or the members sitting in the church that day?  The ministry to orphans is not just about the kids, it is also about the listener’s need to answer the call of God to serve children.  So now the strategy changes to reflect the biblical need of the believer to get involved in the lives of orphans.  It moves to an all-encompassing need.  The children have needs, the agency designed to reach them has needs, and the listener has a need to obey the command of God to serve. 

Now giving is fulfilling the champion’s need to obey and be a part of ministry.  The strategy moves from closing the deal to get the sale, to meeting the need of all involved.  We have moved from a transactional exchange to lives being transformed. The giver is now as blessed as the receiver. 

The Great Compassion

In a post on July 6, 2011, I wrote about a new equation.  The basis of this equation is that a transformed life (T) is a result of following the Great Commandment (to love God and your neighbor) and then to practice the Great Commandment one must fulfill the Great Commission (go make disciples).  So the equation is T=GC²

I would like to add to the equation of T=GC².  It is another GC.  Paul Borthwick in his book Western Christians in Global Missions has another GC he calls the Great Compassion.  Matthew 25: 34-40 is the famous passage that Jesus tells us how to perform ministry.  It’s pretty simple really, we serve each other. (To refresh your memory, Matt. 25 is where Jesus tells the help we give the least of these, is serving Him.) 

So the math is simple.

First we must love God and our neighbor.  (If you wonder who your neighbor is, Jesus answered that with the telling of the Good Samaritan.)

Second if you love God and your neighbor then you are to obey the Great Commission.  So loving your neighbor is taking the Gospel to them and making disciples.

Third, we implement the Great Commission.  But how?  Isn’t the Great Commission just for teachers, missionaries and preachers?  And if the Great Commission is for the teachers, missionaries and preachers then the rest get to stop at step one?  No that is fuzzy math. 

 

Everyone who claims the Great Commandment is to do the Great Commission and the Great Compassion tells us how.  We disciple the world by giving.  Not just giving dollars but giving ourselves as Christ did.  We give to others through our service.  When we serve we transform.  So the new formula is a Transformed Life (T) equals all three Great C’s…T=GC³.

Growing

Transformational Giving can pop up anywhere.  In the last post I mentioned Paul Borthwick’s book, Western Christians in Global Missions. As I read this book I see Transformational Giving principles popping up all the time.  But this is only because Transformational Giving has far more to do with our spiritual walk than just giving our money.  As believers we are to live transformational lives (some call it The WholeLife Offering).  So TG is one key component of Transformational Living.

 

Borthwick reflects this truth in a chapter of his book called “Sacrifice-Not Just Generosity”.  He touches on the old truth that is “it is often easier to be financially generous than personally sacrifice.” (page 143. Western Christians in Global Missions). This truth is a big reason I am an advocate of our giving being transformational and not simply a transaction between parties. 

 

Borthwick goes on to say that issues facing the world today are not solved by generous checks.  They are solved by long-term work and sometimes sacrifice for the endeavor God has laid on our hearts. To illustrate this teaching Borthwick uses examples that are straight out of a ‘Participate-Engage-Owner’ type thinking.  Let me give you a few quotes he gives as examples in his book.

In our world long-term sacrifice grows as we get involved.  It can progress

·        From dedicating thirty minutes a day to pray for the nations of the world, to building cross-cultural friendships, to going to serve in a multicultural organization

·        From going on a short-term mission trip to reach children in a poor barrio, to supporting a child for forty dollars a month, to becoming a social worker dedicated to serving children.

 

You can see how these examples reflect the teachings that TG gives in regards to moving our champions from participants, to a level of engagement, to being owners of the cause.

 

A key word for our spiritual journey and in TG that Borthwick uses above is GROW.  Growth is a long-term venture.  One-time shots at it do not make it happen.  I do not plant new grass seed and expect to mow my lawn the next morning.  Our activity in God’s work must grow.  And what is planted today does not bloom by morning.  However, with work, progress and maybe even sacrifice we see fruit in the long-term.  So don’t bail out early.  Stick with your champions and be the example for them that long-term activity in their cause is where the growth is.  Help them Own it.

Walking Together

In the book Western Christians in Global Missions, I have found a lot of good teaching.  In these next few posts I will pass some of these thoughts along.  However a better way for you to get this info may be to just get the book yourself.

The author, Paul Borthwick in one chapter asks a Ugandan pastor what the role of the North American is in missions.  The pastor’s answer, for me went far deeper than our role in missions.  The pastor said we should be like to two men on the road to Emmaus. We should travel together.  “What need to seek out are those whom the Lord may want to travel with.”  Borthwick ask the question. “Are we walking together?” (page 159)

Great question for missions.  Great question for being a witness. Great question for your church.  Great question for fund raising.

In Transformational Giving our giving and our receiving ought to be a journey.  And it should not be done alone.  You see transactional giving is very independent.  I gain what I need and then I go on my way to do my thing and you can go your way and do your thing.  However if giving is transforming, going my own way alone is not an option.  We take the journey together.

With this thinking in mind the request to be funded is far more than money. It is a request to take the journey together.  (This means for those who give a onetime gift we are done.  It is just the first step in what should become a journey.) The destination of the journey is not to get my ministry funded or to feed the poor, or even to save the lost.  The destination is Christ.  We are to walk together in following Christ.  If we follow Christ together we will see the lost brought to Christ, we will see the hungry fed, the sick will meet the Healer, and we will see ministry budgets met.

As you raise funds, perhaps it will change your thinking and the thinking of the listener, to approach the need as a journey.  Help them see who you are following.  Communicate that he journey is not designed for you or them to walk alone.  Seek for those whom the Lord calls to walk with you.

Take the Guilt Out of Giving

A lot of financial appeals are motivated by guilt.  “If you do not give up your candy bar and pop, 3 children will die today.”  “Without your giving, I will not be able to go tell others about Jesus.”  And so on.

We have all heard them; maybe we have even said them.  But were they correct? Or should they have been said?  I struggle with the transference of guilt and knowing if it is even accurate.  But philosophy aside, let’s look at this method of funding up against the goal of giving being transformational.

In the parable of the talents in Matthew 25 many of you know the servant who did not reproduce for the master was called wicked.  But note the attitude of the servant.  In Mt 25:25 he expresses his feelings about the master.  He was AFRAID of him. His whole motivation was not for change but self-preservation. 

Giving out of guilt is an act of self-preservation.  It says less about the lives we want to change and more about our desire to feel better about ourselves, or too relieve our bad feelings, or too calm our own fears.

Personally I do not feel guilt driven appeals are part of transformational giving. Rather as we grow in Christ we see giving as part of our discipleship journey.  So the desire to be Christlike drives giving.  If our giving is based on guilt, once the child is sponsored and the guilt is gone so is the giving.  But if the giving is reflective of the journey with Christ then the sky is the limit.

Dr. Steve DeNeff is his book SoulShift speaks to the servant in Matthew 25.  He shows the attitude of the wicked servant is one of a consumer not a steward. The consumer sees God as stingy and harsh and hopes to be blessed while hiding in fear.  The steward sees God as gracious and giving and wants to be a blessing to God.  This is a major difference.  The steward does not give out of fear or guilt, but out of relationship and blessing.

More About Stories?

It seems every time I turn a page in regards to funding these days there is something written about telling stories.  That’s ok, Jesus was a story teller.  We know we need to tell true and good stories.  I think the reason we see so many articles written about story telling is because so few do it well.

 

Nothing new has been written about telling stories that the generations before us did not write, but as with the any good truth, it needs taught repeatedly.  I came across yet another good piece on the role of stories in giving.  It mirrored teaching in the principles of TG so let me share it on this blog since the purpose is to advance the teachings of TG.

 

The article comes from ECFA.  It is by Bill Frisby and Dave Rippey.  They give 5 broad categories in helping people tell stories. One guideline they give is particularly in sync with TG.  It is this, “(A good story) places the giver into the ministry as an active participant.”  Great TG teaching.  The story is not just about you or your ministry, it is about the champion and his/her role.  The champion as a giver is part of the story.

 

Another well-defined need of what should go into your story is also highlighted in this article.  The authors show us that without Christ there is no story!  So the story must include the fact that nothing can be accomplished without God being a part of the story.  The end result is not the ministry, not you, not the champion…the end result is What Is God Doing!!!   Then we are responsible for following God and to be found doing what God is doing.

 

If you get caught doing what God is up to, guess what??...you will be transformed! God’s stories are the ones to tell to see people changed in their walk and in their giving.

As We Go

I came across an interesting challenge from our TG friend Eric Foley in his blog on discipleship. The focus of his blog entry was on not doing all our discipling at retreats or over a cup of coffee.  But rather imitate Christ and disciple people as you go.  Take people along and let the example you give on the journey be part of your discipleship training.

 

For example in the last few years of my time pastoring a church I stated taking some of the church members with me to hospital visits.  I did not train them to visit the sick; I just took them with me.  We all learned a great deal by doing it together.

So now let’s take this same principle and see how it fits TG.

The ‘programs’ we are seeking to fund (missionaries, sending agencies, rescue ministries, churches and para-churches) all have the same opportunity to bring people along in their transformation.  We can do this through imitation. 

Rather than just teaching about the powerful changes of the local soup kitchen, take them to the local soup kitchen with you. Rather than just teaching the church attender the power of visiting the sick, take them with you to visit the sick.  For a missionary serving on the other side of the world you may say, “I cannot take all my champions to the ends of the earth to experience the outreach.”  True, but remember serving the world with a servant’s heart is at the core of the Great Commission.  So show a servant heart serving with them. Seek ways to serve the champion not just for the champion to serve you. 

Allow your service to be a reflection of what you are teaching them when you do meet for a cup of coffee or speak from a pulpit. Reach out to others together. Serve as you go and imitate the heart of Christ to the champion.

Basically we can take people deeper in their journey of transformation by getting our hands dirty and doing it with them.  In this we are discipling by example and using our actions for opportunities to reinforce the principles we teach.  Seeing us practice what we preach as we go is a key way to getting the message out of the building and into the street.