Television commercials have grown shorter over the past decades. 60 seconds spots were the norm well into the late 1990’s, but now 60 second spots account for only 5% of all advertising on television. That is a drastic shift in time and attention. The 30 second spot is number one now with 50% of all commercials, but 15 second spots are coming on strong with a total of 36%. So what does this have to do with our messaging about giving on Sundays and special days?
We need to learn to craft messages about giving in light of what people are used to hearing and seeing. What story or message can be transmitted in thirty seconds or less that will move someone to give? Woodrow Wilson was quoted as saying, “If I am to speak ten minutes, I need a week for preparation; if fifteen minutes, three days; if half an hour, two days; if an hour, I am ready now.” Communicating effective messages about giving will require preparation.
We can no longer afford to wait until the last second to think about what to share about the offering. This especially true about a special offering. The message needs to be clear, moving and brief. We can ignore preparation and see the same lackluster results, or we can respond to the challenge to plan ahead and be creative.