If you work for a ministry that is reliant on financial donations, it’s easy to get discouraged when giving is down. A giving slump can happen for many different reasons and it’s important to identify the right one if you want to address the roots of the problem.
7 Places to Look When Giving is Down
1. Look at the culture
When giving is down it’s a good idea to zoom out and get a bigger picture. Consider what is going on in the surrounding neighborhoods. Look from the perspective of the people you are serving and trying to reach. Are there economic concerns? Growing needs? Then look at what you are doing in and for the community and consider how that may be perceived. Are you meeting the people where they’re at? In what ways are you addressing what they consider to be their core needs? How can you show up better and add value to your community?
2. Look at the mission
Jesus very clearly gave the church a job to do in the Great Commission: “Go and make disciples.” When giving is down, its wise to examine how well you are doing that job. How well are you on track with the mission of Jesus? You might be attracting plenty of Christians, but that’s not the mission Jesus called us to. Draw a clear line between the mission of Jesus and how you are using the funds entrusted to you to accomplish the Great Commission. That connection needs to be made.
3. Look at the Church
Does the Church feel trustworthy? This is big-C Church, not just your congregation or ministry. When highly visible leaders fail, crises take place, or other things happen that damage institutional credibility, the resulting fallout impacts your small-c church as well. People feel the effects of trauma and/or lose faith in the Church. If this is the case, consider how you can address people’s pain points. What are you doing specifically to build trust in the Church? How can you meet people where they are and help them process? Keep in mind that the worst thing you can do in this scenario is to guilt or shame people into attending or giving. This will only reinforce institutional doubt.
4. Look at the values
If people are coming to church, they value what you are offering. Sometimes that value isn’t strong enough for investment. Or maybe there is another disconnect between values and financial contribution. Start by taking an informal survey. Ask around to discover what people in your church think about giving. How do they feel about it? How have they been taught to practice it? Often there is a sticking point regarding money and generosity, so certain values or beliefs may need to be challenged. In this case, be sure to identify the correct primary barrier. Consider the following barriers and what would be helpful—and hurtful—in addressing giving when each barrier is in play.
- Cognitive: “I don’t know what to do.”
- Behavioral: “I don’t know how to do it.”
- Emotional: “I’m afraid to do it.”
- Volitional: “I don’t want to do it.”
5. Look at the vision
If people don’t see a direct line from their giving to the accomplishment of the stated vision, they can quickly become discouraged in their giving. That expensive audio/visual equipment you just purchased? They need to know it’s connected to the stated mission and vision of the church. How does their giving connect to the accomplishment of the vision? What stories can you tell? How does their gift make a difference? What tangible results can you point to?
6. Look at your leadership
It’s wise to audit spending regularly and especially when giving is down. If your church has closets or entire store rooms filled with extra supplies that does not instill congregational confidence that you are wisely managing their tithes and offerings. Analyze those ministry leader credit card bills. Educate your ministry leaders on how to ensure spending moves the mission forward. Each and every purchase should be made with a clear idea as to how this helps them accomplish their ministry goals (and those goals should clearly be connected to the mission/vision of your church).
7. Look at your communication
Are you being transparent about where the money is going—especially to those who are giving? People feel better about giving when they know their gifts are being stewarded well. Sometimes you’re doing the right things, but you haven’t connected the dots for people. They need to hear how their giving is being used, and they need to see how it’s contributing to the accomplishment of the mission. Your books should be clean, organized, and open. Providing a yearly or bi-annual financial report to your congregation is important.
Coaching
When faced with a downturn in giving, it’s tempting to circle the wagons putting forward movement on pause. But this can compromise the mission and vision of the church and result in decline. Invest in moving forward. Dr. Bob Logan is currently taking on coaching clients. Reach out to admin@loganleadership.com and schedule a FREE 30-minute conversation with Dr. Bob to discuss your vision and context and learn how coaching can help you see your vision become reality.
Photo by Towfiqu barbhuiya on Unsplash