Here is a truth that most stewardship firms don’t want you to know, the few give the majority in any campaign. Why is it then that most campaigns focus upon a group of people that give very little to our churches? Let’s get the other 80% to pull their weight! Right, how is that working for you? You can try that but the reality is 90% of what will be given will come from those that are already giving.
Let me illustrate with these examples of recent campaigns. These are real churches that we have worked with in the last few years.
Example A – This church at the time of their campaign had a $16 million dollar budget. $18 million was pledged in their campaign. Excluding the top seven figure commitment, 50% of what was pledged came from 1.6% of their donor base. 90% came from 17% of their donor base.
Example B – This church had a $3.8 million dollar campaign and 50% of what was pledged came from 2.8% of their donor base. 90% came from 17% of their donor base.
Example C – This church of over 2,000 had a campaign that was almost twice their annual operating budget. Excluding their top seven figure gift, 50% of what was pledged came from 4.8% of their donor base. 90% came from 34% of their donor base.
Even in smaller churches the percentage does not change as the principle is ALWAYS the few give the majority no matter what size church! Let me illustrate.
Small Church Example – This church with an annual budget of just over $300K pledged double that amount. 50% of what was pledged came from 9% of their donors. 90% came from 35% of their donors.
Mid-size Church Example – This church with an operating budget of just below $600K pledge 1.5 times their budget for a debt reduction campaign. 50% of what was pledged came from 9% of their donors. 90% came from 38% of their donors.
“If you are a five in something, you can read all the books, attend all the conferences, and you MIGHT get to a seven!” I remember my former boss John Maxwell making that statement. His advice was to work on what you were good at so that you would get better. I think about that every time some firm promises that if we just get more people involved doing busy work on a campaign then they will give. If people are not giving to support your church already why do you think a capital campaign will change that? It is not getting more people involved in the campaign process that determines what you raise but getting the right people involved.
We believe that programs don’t raise dollars a compelling vision adequately communicated and supported by your giving leaders does! So, do you know who these giving leaders are and how to connect with them? We specialize in helping you work with your 8’s in giving to become 10’s! The truth has always been that the few give the majority in any campaign.
Mark Brooks – The Stewardship Coach