Like everyone else in this fast-paced, information-driven world, I need to consume a lot of information to stay on top of the news, compliance laws, and best practices that can help better operate the church. As you can imagine, an email subject line that read, “Embezzlement Hits One Out of Three Churches,” was bound to catch my attention. And the email did not disappoint. It contained the real-life stories of church bookkeepers and administrative personnel exploiting the often soft policies and financial practices to steal large sums of money (usually over time) from churches. But what struck me was how the ripple effect of fraud and embezzlement erodes the trust between the church and the donor.
All organizations need to exhibit trustworthiness with their customers. However, churches must exemplify an even higher standard, constantly building and maintaining a high degree of trust with their congregation if they wish to fulfill their mission. Since the relationship between the church and the donor is so crucial, I wanted to share some tips (other than having strong financial policies and procedures) to engage donors during worship services.
Give A Bold Invitation To Participate (Don’t Apologize)
When I gave my life to Jesus in the mid-80s, church services were different. Hymnals were in the pew in front of you because most churches were singing hymns. The choir wore robes, the ushers wore vests, and most of the congregation put on their Sunday best. The time set aside for the offering consisted of passing a basket (everything back then was cash or checks) with little explanation. Sadly, as a new believer at the age of 21, I didn’t understand why people gave money to the church; it simply wasn’t explained. Every Sunday, churches need to talk about why followers of Jesus give. It needs to be a pastoral moment in the service to instruct and allow people to worship God with their tithes, gifts, and offerings. It’s a time to invite followers of Jesus to participate in what God is doing in and through the church.
Make It About Impact (Not Needs Driven)
Most people want to know that their contribution makes a difference. Saying the church needs more money to pay the rent/mortgage, utilities, or payroll isn’t very motivating – even if it’s true. Instead, talk about how their financial donation affects the various ministries in the church, like the impact the youth group has on student’s lives or how children hear about God’s love for the first time. Share stories about how the church is helping in the local community and around the world. Give updates on projects.
Celebrate Generosity (Avoid Focusing On Those Who Aren’t Giving)
It’s safe to say that not everyone in your church contributes financially to the mission. There is no need to call them out; after all, the Bible instructs us to give cheerfully and from the heart, not out of guilt or compulsion. Instead, celebrate the generosity of those who faithfully and consistently support the church’s mission – just not by name; that’s weird.
Remove Barriers
Churches no longer rely solely on cash and checks in the offering basket each Sunday. We live in a digital age where most people are used to giving through apps like Venmo or Zelle, text-to-give, and through websites. Churches need to make giving easy by offering these digital and online giving options and communicating all of the safe and secure ways to donate. Don’t assume the church knows the various ways to donate; talk about it on Sunday morning.
Model Stewardship
Churches must lead by example. As the church’s leadership faithfully models giving and managing its resources, it will encourage others to do the same. Churches should provide periodic financial updates to demonstrate transparency and accountability. Develop realistic church budgets that support the church’s mission and vision – and share them. These simple acts build trust.
Negative and fear-inducing headlines fill our news feeds and email inboxes daily, making people suspicious and skeptical. Even churches with strong financial policies and procedures should constantly look for ways to build trust. Strategically and unapologetically, churches need to take the time to teach biblical giving, show donations’ impact, celebrate those who give, remove barriers to giving, and model biblical stewardship.
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