I’ve written in the past about the numerous advantages recurring giving programs can provide to both churches and givers alike. More consistent givers, stabilized cash flow, and increases in overall giving have all been discussed at length.
However, despite these benefits many churches still hesitate to provide this option to their members. Today, I want to address the three objections most commonly raised against recurring church giving.
OBJECTION 1: “It’s expensive.”
This argument is specifically leveled at recurring gifts setup online or through a virtual terminal. Gifts given electronically have processing fees attached to them – typically in the 1.00% – 3.00% range – and some churches have a hard time justifying paying to receive gifts “[they] could be receiving for free.”
RESPONSE: The important thing to remember here is that digital giving (especially mobile giving) is the #1 way to connect with brand new givers. Yes, these options will be attractive to some of your existing givers as well. But the primary advantage of digital giving tools are their ability to engage with members who are not giving on a regular basis. (One study reported that 25% of digital givers had never given to their church before.) Considered this way, churches aren’t getting $97.00 – $99.00 of a gift that used to be $100.00. They’re getting $97.00 – $99.00 of a gift that used to be $0.00!
(PRO TIP: Several online giving platforms – including Mogiv – provide an option for the givers themselves to “pick up the tab” for the costs associated with their online gifts. For leadership teams concerned about the added cost of digital giving, this is a great way to limit the financial impact on the church while still providing additional channels for generosity.)
OBJECTION 2: “Giving needs to occur during the worship service.”
For many pastors and churches, the act of giving is inseparable from the corporate giving experience itself.
RESPONSE: While the offering is undoubtedly a central part of the Sunday morning service, we should be careful when turning personal preferences for some into Spiritual Laws for all. Is a gift mailed in on Wednesday of any less merit than a gift given on Sunday morning? Certainly not! Whenever generosity is discussed in the New Testament, we are told that it should be cheerful, consistent, and sacrificial. We are told nothing about the actual mechanism through which generosity should occur. Churches too should remain agnostic about the “how,” “how much,” and “how often” of giving and should focus instead on the “whys” and “wheres.” Create a compelling vision for generosity and then allow your people to respond in whichever way makes the most sense for them.
(PRO TIP: For members who want to participate in the Sunday morning offering, while also taking advantage of the convenience of recurring giving, some churches will print cards that say “I Do My Giving Online.” The giver can then place this card in the offering plate as it goes by. This is a great way to meld the ease of online giving with the “in the moment” engagement of The Offering.)
OBJECTION 3: “Giving shouldn’t be ‘out of sight, out of mind.'”
Of the three concerns mentioned here, this is the one that I believe has the most merit. Whatever we say about giving, there is one principle we can all agree on: givers should “feel” it. Generosity should be a conscious, thoughtful, and intentional act. The fear with recurring giving is that its chief benefit (i.e. automation) will lead to negative habits (i.e. thoughtless, apathetic giving).
RESPONSE: This is a fair and reasonable concern. While we want giving to be consistent, we also don’t want to just “set it and forget it” like we do with so many of our other monthly payments. This is certainly something to keep in mind when rolling out recurring giving, but it is not a reason to avoid it altogether. Churches just need to look for creative ways to engage with their recurring givers. The “I gave online” cards mentioned above are one way to connect the “automation with the act.” From handwritten thank you notes, to quarterly giving statements, to semi-annual church budget updates, there are a host of things churches can do to ensure their givers “feel” the impact of their gifts – regardless of where those gifts originated.
(Pro Tip: Some churches with robust recurring giving programs will make it a point to call each of their recurring givers at least twice a year. They use these calls to thank the givers for their faithful generosity over the past year, and to invite them to consider increasing the amount of their monthly gift. Incremental increases in giving are a great way to ensure that generosity does not “fade to the background.” And regular contact with your recurring givers is a great way to nudge them in that direction.)
The post above was excerpted from Mogiv’s latest generosity resource, “What Every Church Needs To Know About Recurring Giving.”
CLICK HERE to get FREE access to the rest of the eBook, and to learn how your church can maximize your recurring giving program.
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