Church Marketing Sucks

When it comes to issues as complex as generosity and stewardship, there is no such thing as a “quick fix.”

There are no “magic bullets” that will lead your congregation to the Promised Land. Changing the financial direction of your church requires time, commitment and good old-fashioned hard work.

But that’s not to say that it should be an overwhelming proposition. 

Creating a Culture of Giving

Where I work at Mogiv, we talk about creating a “culture of giving” at the churches we partner with. This means having a congregation where giving is consistent, joyful and pervasive.

While this kind of transformational generosity does not happen overnight, it also does not require a herculean effort to create. It is the result of a handful of small practices and processes done consistently and done well.

Five Steps to Create a Culture of Giving

Below are five of the places we typically start. Taken individually, they can begin impacting your church’s giving as soon as next week. Taken together, they dramatically redirected the financial direction of your church in the months and years ahead.

1. Thank Your Givers

‘Thank you’ is one of the first things we teach our children how to say. It’s said after receiving everything from a compliment to a graduation present to a plate of food.

Yet, this simple phrase seems conspicuously absent from church financial communications. Don’t let that be the case at your church!

A financial gift to your church represents more than just cash flow. It is an opportunity to invite the giver deeper into the life of your church and is often a sign of spiritual growth in that person’s life.

What better way to encourage a person toward a life of faithful stewardship than a simple and sincere “thank you?”

This is especially true with individuals who are giving to your church for the first time. Whether it’s a phone call, email or handwritten note, start looking for creative ways to say “thank you” today.

2. Create a Way for Your Congregation to Automate Their Giving

In a 2012 study conducted by The Rocket Company, “the ability to receive automatic donations” was listed as the single most significant factor shared by churches who were meeting or exceeding their annual budget. It’s easy to see why.

When giving is automated, it is consistent and reliable. This is an advantage both for givers and church finance teams. Church teams are able to predict in advance what their monthly giving will look like, which makes ministry planning much easier.

Members are able to ensure that illness, travel, cancelled services or forgetfulness will not come between them and their gift to your church.

If you don’t have an automated giving solution in place, find one! If you do, encourage your givers to take advantage of it today.

3. Facilitate Giving From Mobile Devices

You don’t need statistics to know that smartphone usage has exploded recently. But here are some statistics anyway:

• 58% of adults are smartphone owners (83% of adults aged 18-29).
• 42% own a mobile tablet.
• 63% of adults use their phones to access the Internet.
• 34% of adults say their phone is the primary way they access the Internet.
• 81% of adults use their phones to send and receive text messages.

What do these numbers have to say about generosity? Simply put: your church needs a mobile giving strategy.

I’m sure you’ve already noticed your members taking notes on their mobile devices or using a Bible app during the sermon. Why not provide an opportunity for them to give using those same devices?

From church apps, to text giving and mobile responsive giving forms, mobile giving comes in many shapes and sizes. Different options work better for different congregations, but your church can not afford to ignore this rapidly growing giving channel.

4. Provide Regular Financial Updates to Your Congregation

Churches who regularly communicate with their congregations about budgets and ministry expenses raise more money than those who don’t.  Your congregation is hungry for this type of information.

Surveys of charitable givers list “transparency” and “knowing where my money goes” as key factors in determining where individuals give.

If anything, your financial expenditures should be cause for celebration. You’re using your budget to spread the gospel, build your community and minister to your members.

Why not share those details with the same members who made that work possible? Try it for six months and see what a difference it makes!

5. Tell Stories About the Impact of Generosity

While it’s important to share financial information, you can’t stop there. You need to also share the names behind the numbers.

Just as people respond to causes instead of companies, they respond to stories instead of statistics.

Is there a family in your community that your church was able to support during a difficult season? Tell your givers! Is there a couple in your congregation who was burdened by financial fear and stress until they discovered the life-giving power of biblical stewardship? Share the good news!

These stories make generosity personal and powerful. It doesn’t matter if you convey these stories via video, email or Q&A before the offering. Just get the word out!