What and When to Communicate to Givers

Another post in the ongoing Donor Development series.

So very much of the shortfall in giving is a matter of communication. Usually lacking communication added to the already bad communication. It’s not the economy, your city, your demographic, or the fact you don’t have a professional athlete. All that crap is excuse-ridden anecdotal deflection. Don’t fall for it.

I know broke churches in rich neighborhoods and rich churches in poor neighborhoods.

The bigger issues I see are things like:

• A rotating schedule of stage hosts who know nothing about the church finances having to talk about giving.

• Vague generalizations about “generosity.” Like “thanks for your generosity” or “because of your generosity we can…”.

• Overused Scripture with no context. “The Bible says in Malachi … “ or “God loves a cheerful giver.” Yeah, bro, we know. God also loves a good steward and you ain’t that.

• No system of communication to givers. It’s either “We don’t like to single out givers” (False, you do when they stop giving). Or “I have my assistant send an email.”

• Then in the rare case when there is a system, it’s apologetic or needy. It almost always lacks clarity, confidence, and consistency. It’s typically when you’re in need or about to do a project. It’s followed up with a “we don’t send many of these emails but…”. Then says “because of your generosity we MIGHT do this [thing].” It’s weak. It’s vague.

Money is the easiest thing to come by in church…
if you stop telling people give elsewhere or keep it to themselves.
Most of your lack is related to your fear and lack of preparation.

So…here’s a list of communication avenues to consider. This is not exhaustive. And there is a huge need for coaching around the content and tone. But that’s for clients or another post when I have time.

Communication to givers or about giving.