|
Six Giving Doors — or stages of giving |
|
|
|
Many members feel threatened by the prospect of asking the congregation for annual pledges to support the ongoing work of the church. Some are frustrated by lack of support during previous pledge campaigns. The following thoughts from Kennon L. Callahan in his book "Giving and Stewardship in an Effective Church: A Guide for Every Member" (Jossey-Bass, 1992) offers some insights into giving and pledging to the church.
Stewardship is a growth process. “People move through distinctive 'doors' or stages in their giving pilgrimage as they learn to give generously. Most people do not move directly from dating to marriage overnight.” Some people move through all six doors while others never get past the first one or two doors. Rather than place all our expectations for giving in the category of the annual “estimate of giving” we need to be sensitive to this developmental and motivational reality.
“Each of these giving doors can be wisely and constructively opened in your congregation when giving is approached with a sense of rhythm, balance and planning. Such constructive planning will allow you to offer a wide range of people the opportunity to “come on board” where they are best able to do so. . . ”
|
|
Stage 1 - Spontaneous Giving — People give on impulse without planning. In fact, while this is a “stage” it is also an on-going aspect of our motivational process. Even long-time givers are often inspired by the immediacy of an appeal that arises out of the blue. A spontaneous giving invitation focuses on a worthwhile cause. It may be a major advance that has newly emerged. It may be a sudden need or emergency — a family in a desperate plight, people in need due to a hurricane, flood or famine. The important point is that it is a major, worthwhile need, not something like building a tool shed out behind the church.
The focus is on generous giving. Do not ask for “whatever you can afford to give.” That raises the question, “Can I afford to give anything?” and reduces the matter to what one is or is not able to afford. The focus on generous giving helps people to discover their own deeper resources in life and to know, “ Sure, I can help. Sure, I’d be glad to give.”
“When we fail to invite people to give generously and spontaneously, we ignore all the people who, at this moment in their giving development, are primarily at a spontaneous stage of giving. The money they would have given is lost.” Spontaneous giving opportunities should be offered with a focus on the key motivations of compassion and community.
|
|
Stage 2 - Special Planned Giving — This is giving toward a special cause that has long term significance for God’s mission. The focus should be more on ministry than mortar, more to do with people and groups and less to do with debt retirement or servicing.
One Great Hour of Sharing and other special offerings promoted through the PC(USA) are of this type. However, not more than four of this type of special giving opportunities should be promoted. There needs to be a balance and never an overlapping promotion of these throughout the year.
|
|
Stage 3 - Worship Giving — It may be an obvious statement, but increasing worship participation will increase worship giving. The focus isn’t on increasing membership but on increasing the numbers of people actually attending and engaging in the worship life of the congregation.
By intentionally focusing on specific life stage issues, human hurts and hopes, community interests and concerns, and major mission groupings we can develop worship services that will attract not only more of our own members but also their friends to attend these worship services. Develop several of these special services throughout the year. Examples of these services are:
The more people participate the more generously they give. “It is not necessary to stress giving on a community Sunday. The focus should be on helping people with their lives.”
|
|
Stage 4 - Short-Term Project Giving — Because people are at different places on their pilgrimage of giving, some are motivated to give very generously to short-term projects. While some prefer to give sacrificially to the annual budget which supports all the church’s ministries, others prefer to target their giving toward specific causes. If we don’t offer these opportunities we may miss these gifts altogether as well as fail in our efforts to lead these members farther along their giving journey
Rather than focusing on building issues or debt reduction, it is best to offer a mix of three to five projects which include ministry oriented concerns such as development of a new staff position or support of projects in less affluent neighborhoods or countries.
Many churches experience increased levels of giving to the annual budget from families once they have completed their pledges to such projects due to their realization of their capacity to give as well as their deepened commitment to and understanding of the congregation’s mission.
|
|
Stage 5 - Annual Budget Giving — “People give in direct relation to ways they receive their income. They cannot give any other way. The focus on regular giving to the budget is a relatively recent phenomenon for local congregations.” In earlier times when were a more agrarian society, many congregations received the bulk of their income after the Fall harvest season.
“Regrettably, the finance committees of some congregations are preoccupied with annual budget giving. Since it is their responsibility to develop the annual budget, their focus becomes centered solely on this source of giving.”
While it is important to the continuity of our ministries to do annual budgeting and raise support for these annual expenses, the more important task is to help our members move forward in their journey of generosity. When we close all other giving doors and only leave open the door of annual giving, we are doing our people a great disservice in this regard.
|
|
Stage 6 - Enduring Giving — The Christian business consultant, Steven Covey says that everyone has three basic desires in life: “to live, to love and to leave a legacy.”
Each church should have policies around memorial gifts which clearly state what needs are suitable for such giving and solicit for these rather than take a merely passive stance, ending up with numerous accounts with funds designated for programs and projects which the congregation may not see as supporting their mission.
Endowment policies should be developed with a clear mission focus and promoted for people to give both during their lives as well as in their estate planning.
Kennon Callahan invites us to “look at giving through the eyes of the giver, not through the eyes of those who are only focused on support for the annual budget.”
|
Continue with "Campaign Methods"
