How do Houses of Worship Compete?

CONGREGANT MAKES MAJOR GIFT IN COMMUNITY

One of our members led the way at the Jewish Community Center, Library, Hospital, Jewish Family Service, and Home for the Aging, Performing Arts Center Campaign -- Why did they not make a commitment here?

We hear this regularly from our Temple and Synagogue clients. It is their (pride) and lament upon discovering that a member of their congregation made a generous gift to a hospital, university, etc.

How can the Temple/Synagogue compete? How can you get in on the philanthropic action from your members?

In many respects, you cannot compete. Let's face it, hospitals, universities and the like often have:

• Large operating budgets that can justify asking for and receiving gifts of millions of dollars.

• Development staff devoted to making such gifts possible.

• A high profile and can afford their donors extensive and far reaching notoriety.

• A culture of giving that encourages giving.

Now for the good news! That generous gift your member just made to his alma mater -- did not impoverish his philanthropic ability. Asking for an appropriate major gift (five-six figures to several million) based on your needs and budget may seem more palatable in comparison. To get your rightful piece of the pie, you should not be concerned about the reasons why the Temple/Synagogue cannot compete, and focus on your distinct advantages:

• Your members chose you.They are often with you for a significant part of their lives including memorable lifecycle events. In many cases there are intergenerational members.

• Philanthropists derive great pleasure and reward from funding. Commitment to religion is often very personal and meaningful.

• The Synagogue/Temple has direct and easy access to their membership. Even the least active member usually is connected and responsive to someone in your congregation - the chief Rabbi. The Hospital or University may have difficulty setting an appointment - our members are part of a peer group and easily accessible to the correct caller.

• Most Rabbis have the ability to set an appointment, which is the beginning of any request for participation.

The main reason congregations do not regularly acquire major gifts is because they are not asking or asking correctly. Congregations historically have tended to rely on many small requests throughout a calendar year, which members often characterize as "nickel and dime" requests. These multiple requests tend to fatigue donors and give the impression that the synagogue is always asking - which discourages the perception as the Synagogue as an appropriate beneficiary of a major gift.

Congregations can and must establish significant reasons to members for support at least every five years. There was a time when congregations had to wait for major building projects to ask for large funds. Our society's recognition of the importance of endowment has eliminated that obstacle. An endowment provides you with an ongoing basis for raising funds.