What motivates Christians to give? That was the headline of an email I received last week from the Barna Group.
So, what did they find that motivated Christians to give? The Barna report says, “For Christians, emotions motivate charity.” Here is a direct quote that sums up the majority of their findings…
“The main reasons people say they have gotten involved in a cause in the past are primarily emotional: They believed they could make a difference (62%) or they saw or heard a moving story (45%).”
This has been my experience and is why one of my key mantras to churches has been, “Get a story, work your story, tell your story and people will give to support that story.” Are you telling the story of what your church is doing? If not you may be missing out on hundreds and thousands of dollars.
Here is another important factor that the Barna research and article reported on, the power of a “cast vision.” Here is what they say, “Three in 10 (30%) practicing Christians…took up a cause because their church “cast a vision” for it. Emphasis mine.
Once again proof that Vision drives dollars. Another way of looking at this is that if you don’t touch the heart of your donor you will not get their dollars.
As I work with pastors on capital campaigns I always tell them that you must communicate the vision answering the two basic questions donors have. First they want to know, “Does this make sense?” In other words, they are asking if the reason you are asking for money fulfills the vision that God has called the church to pursue.
The second is, “Can you pull this off?” Here they are looking for a plan of action that will allow current ministry to continue while you raise the money needed for whatever project you have. In essence they need to hear a plan of action that makes sense and is achievable.
The first question is a question of the heart. Can we connect them passionately to the plan that was stated? The second question is a question of the head or mind. Can we answer their questions so that they have clarity of thought as they pray for God’s leading? Connect head and heart and then ask for a hand!
We need to bring the same kind of thinking to each and every “ask” we make from the weekly offering to special appeals because as the Barna study shows people respond best when their hearts are moved!
Help your donors see the difference their gift makes. 62% of those surveyed said, “I first got involved with a cause because I felt I could make a difference.” No organization on the face of the earth makes a greater difference then the Church! The challenge is to help those that attend see the difference their gift makes.
This is why I stress the importance of the offering time. In far too many churches, even Super Mega churches, the offering is an afterthought. As a result giving continues to decline. Non-profit charities NEVER assume donors know what their gift goes to. They always talk about a crisis that has produced a need that your gift can help solve. They don’t make an “ask” without first connecting heads and hearts.
The Church must do the same thing if we are ever going to stop the decline in giving. Yes, people should give but let’s work to motivate them first to WANT to give.
Mark Brooks – The Stewardship Coach www.generis.com/mark-brooks