The Lake Institute puts out periodic materials on religious giving. Their Giving USA 2014 report can be accessed free here. In most congregations, giving hasn't recovered from the 2008-9 recession. In those congregations where it has, these are the "distinguishing marks."
Recommended Approaches: Not all congregations have experienced declines in giving. According to the Evangelical Council for Financial Accountability (cited in the report) the congregations that grew revenue in 2013 over 2012 were defined by four distinguishing marks. Their per attendee giving rates were much higher; they set budgets lower than anticipated income; they provided a variety of methods for giving; they were intentional about stewardship. These observations led to four recommendations:
- Be transparent in the use of gifts and their impact: Donors are increasingly giving to causes they identify with, not just institutions they trust.
- Provide multiple ways for donors to give: The offering plate and envelopes do not provide consistency for those who might be absent and would be willing to give electronically.
- Personally solicit major gifts: There is a pastoral responsibility to the wealthy that is not about money but may include asking them to be generous.
- Consistently thank donors: Personally written thank you notes and phone calls conveying gratitude deepen relationships.
Remember stewardship training is available for sessions/congregations of every size. It can be customized to help meet your specific challenges. There will also be a stewardship workshop at the big Little Tent event in August.
- Research like that provided by Giving USA enables those who are attempting to do the good work of raising religious funds to arm themselves with accurate information so they may plan and act with confidence that they are doing what is most beneficial for their organizations and donors. Gain understanding from the research. Form a plan that reflects new perspectives. Execute the plan.
