How Lack of Diversification Could Be Killing Your Budget

If giving to your church has declined or slowed down it might not be the economy.  In fact contrary to popular opinion studies are now showing that the past recession had little to do with the decline in giving.  While it might be easy to blame givings decline upon the economy I find that often churches are their own worst enemies when it comes to seeing an increase in giving.

One of the mistakes that most churches make is limiting the way in which their members and attendees can give to their church.  Basically, if you are not present when the offering plate is passed you have missed your opportunity to give.  The lack of diversification in giving options is one of the killers to giving in the times we live in.

I love the offering time.  I think it is one of the most important points during the worship service.  It is an opportunity for everyone to show their love for God and participate in worship.  I have written about the importance of the offering in our worship services.  I will never change my view of how important a time the offering is for the church.  As I have written in the past the ability to pass a plate by your donors week after week makes the church the envy of the non-profit world.  However with the advent of the technological and informational revolution times have changed.  While I never see a time when we will not pass the plate I do think we need give members and attendees more options when it comes to giving.  Our approach to giving must change as the times change or we will see continued declines in giving.

So, what would I recommend in terms of diversifying your offering platform?  Here are some things to consider…

Direct Mail.  As I always say there is a reason non-profits continue to use snail mail, it works!  As a part of my normal advice to churches that I serve as their stewardship coach I suggest regular and well thought out letters for all their donors.  There are a host of ways to use direct mail.  First, every giving statement should contain a thank you letter from the Senior Minister.  Also, you should consider seasonal mail appeals such as Easter, Summer giving, end of year, etc.  Every letter should also include an envelope by which donors can mail back a donation to the church.  If you don’t have a Direct Mail strategy you need to get one now.  I wrote an e-book called, “Turbo Charge Your Letters.”  You can find it here http://thecharisgroup.org/ebooks/turbo-charge-your-letters/

Email Appeals.  If you go to the effort to craft a snail mail letter it is just as easy to send it out by email.  Some of your members will better respond to email than snail mail.  Also, email gives you the ability to respond more quickly and timely to specific offering needs such as crisis relief appeals.  As a part of your strategy have a current up to date email data base of your members and donors.

Online Giving.  While I have written about this extensively in the past few posts it is worth repeating.  Online giving is essential if you want to increase your giving.  While online giving should start with a page off your website that is only the beginning.  You should also think about an App for your church so that those who use smart phones can give that way.  Additionally you need to think about utilizing all means of Social Networking to link people to your giving portals.  The best online giving pages have multiple ways in which people can give.  Does your website provide a means to give?

Electronic Fund Transfer.  Fewer and fewer people are writing checks.  Businesses have moved to have their customers pay online with electronic fund transfer.  It is simple and easy to set up.  If it is good for your electric company why can you as the church not do the same.  With EFT’s you never have to worry about your donors failing to give when they go to the beach.  Their giving shows up even when they don’t!

Onsite Giving Portals.  I laughed the first time I saw a giving kiosk.  One of my clients brings in $3K a week through their giving kiosk.  I am not laughing any longer.  Few if any of your members carries a check book or enough cash to tithe to your church.  In every key entry point I would have some type of giving portal by which people could donate to your church.

By now you should be getting my point.  If you want to increase your giving you have to increase the platform upon which people can give through.  Don’t let your lack of diversification be the reason you miss making this year’s budget.  The dollars you bring in fuels the ministry you want to do.  Diversify or die!

Mark Brooks

Founder and President

The Charis Group

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