Partners employs new ways of asking; donors respond

By Raymond L. Delisle
Director, Communications Ministry

If you have asked the question “Is Partners in Charity taking place this year?” the simple answer is a resounding “Yes.”  But it may not be quite the same appeal you are used to experiencing.    
“Before COVID we were always recommending that parishes conduct in-pew Sundays as the backbone of their appeal,” said Michael P. Gillespie, director of the diocesan Office of Stewardship and Development. “Obviously in 2020 that approach would not have worked, given that churches were first closed, and then in-person Masses only saw partial attendance.”
The 2020 appeal was a learning experience, according to Mr. Gillespie. There was a much heavier reliance on using mail appeals and online invitations to participate through Flocknote, a contact management system in place in most of the parishes.
“The response was great last summer when we saw that so many parishioners wanted to continue to help in whatever way they could,” Mr. Gillespie said.
So, planning for the 2021 appeal involved working with pastors and parish leadership to find a “new normal.” In order to transition from in-pew Sundays to effective parish mail campaigns, the development office began the appeal much earlier. The first block of parishes conducted their Partners appeal in January and February.
“That was a shock for many parishes since we never began with a public appeal before Ash Wednesday, and many of these parishes were still accustomed to the May timeframe from decades ago when Bishop’s Fund was conducted door-to door by volunteers,” Mr. Gillespie said.
That first block of 42 parishes also needed to conduct their Legacy of Hope capital campaigns in the spring so it was critical that the development office focus on helping them in whatever way they could. The process included preparing lists, preparing personalized letters from the pastors, as well as using a local mail house to process large batches of mail to save on costs.
“In a time where staffing in parishes and in the Chancery was still limited, we came up with a schedule that was fortunately both efficient and cost-saving,” Mr. Gillespie said.
Support materials were also developed earlier to be ready for January.
The Communications Ministry produced the Partners in Charity video, as in years past, and the printed brochure that was used in the mailings instead of as an in-parish bulletin insert.
Social media tools also had to be ready to accommodate the new schedule. Flocknotes were created with links to the streaming video and online donation buttons. The appeal video was accessible across the eCatholic website platform that is available to all parishes through the Communications Ministry.
In March the first 42 parishes had to put their official Partners’ parish appeals on pause to switch to their Legacy capital campaigns. At that time, 57 other parishes and missions began in earnest preparing for their 2021 Partners appeals.
“Despite the continuing pandemic, the response to the appeal in the first block of parishes was outstanding,” said Mr. Gillespie. “By late February we had already raised more than $1.6 million from 4,075 households. That is astounding given that we normally would not have started the appeal until after Ash Wednesday, which was Feb. 17 this year.”
The next group of parishes started out strong given the fact that public awareness was already building for the appeal. As of April 26, Partners in Charity has raised more than $3.4 million from 9,575 households.
Mr. Gillespie noted that our priests are not asking for something that is not being asked of them as well.
“It is inspiring to see that, to date, 95 priests have donated or pledged nearly $160,000 to this year’s appeal,” he said.    
Mr. Gillespie cautions that even though it has been a generous response so far, we cannot become complacent.
“We need every parish household to be asked, to get to the $5 million goal,” he said. “While everyone has the right to say ‘no,’ especially given the varying circumstances of this pandemic, everyone deserves to be asked to consider how they can show gratitude for the gifts in their lives by helping others. That is the root message of Christian stewardship.”
To that end, the development office will continue to work with parishes to find new ways to ask for support. Work is underway to consider an in-pew Sunday in mid-May to reach out to those who have not yet responded or have not been on mailing lists.
“Given the larger attendance at Mass and the fact that others are ‘attending’ Mass on Facebook, YouTube or via cable TV stations, we can adapt in-pew Sunday to, at least, present the need,” Mr. Gillespie said.
Sometimes the request for donations needs to be made in another language.  In-pew Sundays also give a chance for presentations by parish leaders at Sunday Mass in other languages. The official video has already been dubbed in Spanish with the assistance of a diocesan priest, deacon and the deacon’s wife, so that it can be more widely used by the 13 parishes which have vibrant Hispanic and Latino communities.
 Email tools will continue to be made available as well as promoting “text-to-give” which provides a donor the option to log in to the Partners website from their smartphone or tablet and make a pledge or gift.
“No matter how people donate, their parish will still get credit toward the parish’s goal,” Mr. Gillespie said.
Another encouraging sign this year is the hundreds of new donors who have already given to the appeal.
“Attrition due to moves, deaths, and economic circumstances is a reality. Asking people to give who never did in the past is key to continue the work of our many agencies and ministries who serve those in need,” Mr. Gillespie said.    
What’s his advice if someone hasn’t heard about Partners in Charity in their parish yet? Mr. Gillespie recommends that “if you haven’t been asked, please ask your parish how you can support the appeal. Why? As Bishop McManus says in the video, this is a chance to ‘be the face of Christ to those in need.’ To me, there can be no better reason.”
 Agencies and ministries that receive support from Partners in Charity include:
•Charity: Catholic Charities, McAuley Nazareth Home for Boys, Pernet Family Health Service, Priests’ Retirement, Retired Priests Health Ministry, St. John Diocesan Cemetery System
•Education: Advanced Studies for Clergy and Laity, Catholic Schools Office, Communications Ministry, Grant-in-Aid for Schools, Office of Religious Education, Ongoing Priestly Formation, Seminarian Education
 •Ministry: African Ministry, Catholic Campus Ministry, Hispanic Apostolate, Minister to Priests, Office for Divine Worship, Office of Hispanic/Latino Ministry, Office of Marriage and Family, Office of the Diaconate, Respect Life Office, St. Paul Cathedral.