Congregation Stewardship Drive
Executive Summary
Congregations need to take a more institutional approach to congregational stewardship than they have in previous decades. For us, this means that we begin with case development. Rather than asking people to tell us what they will give and then figuring out what ministry we will do, we need to inform and motivate the congregation around the ministry that we strive to do and need their increased gifts to support. This cultivation needs to happen during the stewardship appeal, but also year-round. Year-round cultivation happens as we share outcome stories of the impact that our ministry is having on our members and across the community and world.
In addition to this cultivation, members need to be asked for a commitment to the church. The work of the congregation is critical and important and it deserves our best, not our leftovers. The average protestant contributes about 2% of their income to the church, but many more than half of protestants give less than 1%. There are many reasons for this, but chief among them is the fact that people are not asked.
Finally, our members need to be thanked for their giving. In today’s world, thanking includes both gratitude and accountability. There have been many churches that have misused funds and therefore people choose not to give as generously as they might until they know that the congregation will be good stewards of those gifts. And, people like to be thanked. Some congregations keep all giving anonymous. This lack of accountability and recognition leads to fewer gifts.
The good news is that 32% of all gifts made to charity go to religion. This is the largest sector receiving gifts in philanthropy. And, congregations can have significant growth in giving as they build a strong case for gifts and adopt practices from other non-profit institutions and agencies in their approach. As we work with congregations, it is typical for that congregation to increase giving by at least 15% in the first year and to double giving to the annual fund over a 6 year period of time.
Best Practices
Clarify the case for support
Why would someone share their financial resources with your congregation?
It is common for congregational leaders to struggle to answer this question. They often talk about the need to meet the budget and pay bills. Sometimes they reply with a simple, “It’s what people should do.”
Much stewardship conversation focuses on the need for the giver to give. This assumes that all generosity will flow to the congregation. There was a day when nearly all charitable giving, especially in the religious sector, did just that. Now, with the explosion of non-profits, people can generously give to support God’s work in the world without giving a dime to the local congregation.
Because of that, it is critical that congregations also focus on the living into its mission. This is not about meeting a budget, but about the impact the congregation has on people’s lives. A robust case for support includes answers to the following questions:
· Why does your congregation exist?
· What difference do you make in the world?
· Whose lives does your ministry touch (and how)?
· What new ministry will additional funds make possible?
This clarity allows donors to make informed decisions, knowing that their gifts will make a difference. When the passions of individuals match the ministry of a congregation, generosity explodes.
Inspire people to grow in giving
The case for support explains how growing giving will lead to expanding ministry. The next step is to inspire people by making it personal!
First, identify people excited about the direction of your congregation. Invite them to share their reasons for growing in financial support your ministry. This helps others see that growing in giving is a normal thing.
Then, figure out who will be most directly impacted by your expanding ministry. Perhaps it’s a family of teens who will be part of a mission trip. Perhaps it’s the director of the local food shelf who will receive more support. Once you know who will be impacted, provide them the opportunity to share their excitement about your growing ministry. Talk about the difference it will make.
Ask
The greatest reason people don’t give to an organization is because nobody asked. Often congregations make a general plea for everyone to grow in giving, but this leads to confusion. How much is needed? What is an appropriate amount? Does it matter if I increase, or do they really mean someone else?
Invite families to consider a specific gift, based on past giving patterns. Don’t simply invite everyone to give the same percentage increase. At lowing giving amounts the percentages of growth are large, but the dollar increases are not. For example, invite family who gave $100 last year to give a dollar a day, which is over a 350% increase.
Take the time to prayerfully consider what to invite each family to give. Take into account what you know of their situation. Build a list that stretches people appropriately.
Providing a specific amount to consider gives donors the opportunity to discern if they have the capacity or desire to take you up on the invitation. Be clear that you provide the amount as an option. It’s not their share or their obligation. It’s an invitation to prayerfully consider.
As you make the invitation to grow in giving, do it as personally as possible. A personal letter is good. A personal letter followed by a phone call is better. A 1-1 conversation is best.
Receive statements of intent
Families who make a conscious choice about what to give to a congregation give more. Their planning allows them to follow through on something important to them!
With that in mind, provide an opportunity for donors to provide that statement of intent. Make it as easy as possible for the to respond. Mail each family an intent card that can be mailed to the church office or dropped off in the offering plate. Hand out intent cards during worship. Develop a simple online method of receiving intents.
Have one major ‘Intent Sunday’ where you encourage people to return their statements of intent. Make it a significant part of the service. Do it in a way where people see others responding (i.e. have a basket in the front at take time in worship for people to bring them forward).
Don’t expect everyone to provide a statement of intent on that Sunday. Prepare to follow up with letters and phone calls to those who do not initially respond. You’re simply providing people the opportunity to take part.
Weekly announce how many intents you have received. Celebrate people’s generous response.
Thank people for their giving
People freely give their financial resources to support your congregation’s ministry. It is essential that you thank them for those gifts. There are times to thank the congregation in general. At other times the thanking should be personal and specific.
Every family who provides a statement of intent should receive a personal thank you (whether a thank you note or a form letter with a handwritten note at the bottom).
Consistently tell stories of impact
Stories motivate people in ways that mere facts and figures never will. It’s one thing to talk about the 10 kids that your congregation sent to camp last year. It’s another to have one of them talk about how they encountered God through their week of camp.
Stories help people see that your congregation’s ministry matters. People’s lives are different because of what you do. Telling these stories throughout the year excites your congregation. They inspire people to get more involved. The give people language to use when inviting friends and neighbors to become a part of your church. When people see that their financial gifts directly lead to impacted lives, they lead to an increase in generosity.
At the heart, these stories tell ways that God works in your congregation. Don’t talk about wise and brilliant leaders, talk about a faithful God. Many people struggle to see God’s hand at work in the world. Stories of your congregation’s impact give them a glimpse into the way that God works in your congregation and provides a lens for them to look for God working in their lives.
Congregations use these stories for many purposes.
· Thanking donors. “Look what a difference your generosity made. Thank you!”
· Inspiring people. “Isn’t it awesome how God works in our church?”
· Inviting people to an event. “Let us tell you how Pat was profoundly impacted by the last Spiritualty retreat. You can have that experience as well.”
· Recruiting volunteers. “Teaching Sunday School made a huge difference in Chris’ life of faith. Would you like to have this experience as well?”
As you prepare to tell stories on a regular basis, some suggestions:
· Make an annual calendar for stories. Pick a theme or two for every month. This keeps you focused.
· After any congregational event, ask the question, “Whose life was touched by this?” Follow up and tell that story.
· Train people to tell stories. It is easy for people to focus on information and not inspiration.
· Use multiple formats and platforms for telling stories (brief snippets for social media, long stories for other platforms, print, video, temple-talk)
Obstacles
Congregational Culture
Many congregations can freely engage in these best practices around a Stewardship Drive. Leaders simply make the decision to do them and the congregation willingly follows.
In many other congregations it is not that simple. Stewardship best practices run into the wall of congregational culture. Some common comments we hear:
· Our congregation doesn’t talk about money
· We don’t ask people to give, so we can’t do intents
· We can’t invite people to give a specific amount, because only the Financial Secretary knows what people give. We don’t allow anyone else to know.
Simply trying to push through with best practices can lead to conflict and hard feelings (and hinder generosity).
It’s helpful to dig into the background of the resistance. Often these statements come as the result of a negative congregational experience, sometimes decades prior. Perhaps a pastoral leader used their position to shame people for not giving enough. Perhaps financial mismanagement led to suspicion about the church and money. Sometimes the wounds remain raw. Understanding the history and pain provides helpful context for moving forward.
Ronald A Heifetz states, “What people resist is not change per se, but loss.” Through conversations, learn what people sense they will lose if you change the culture around money.
From there, small experiments serve to slowly move culture. In a church that says they won’t talk about money, perhaps begin by thanking people for their generosity. In a church that won’t do annual appeal intents, perhaps begin with a special appeal where people make intents. In a church that doesn’t let the pastoral leader know people’s giving levels, perhaps begin with a simple giving chart and grow from there.
When culture gets in the way, begin by identifying your case for support, thanking people, and telling stories of impact. Then make the connection between them and good stewardship practices. It’s a step in the right direction.
Samples and Resources
· Abundance: Creating a Culture of Generosity by Mike Ward. Fortress Press, 2020