12 Ways to Leverage Giving Data: A Ministry-First Approach to Generosity

Guest Post: Vision 2

Jesus's story of the widow's mite in Luke 21 shows us we can't classify generosity or faithfulness by the amount people give. However, historical giving patterns can serve as a remarkably accurate ministry health check. Giving data can provide cues to your givers' well-being and the challenges in their lives and, thus, how you can best serve them. In fact, this is the most ethical use of your giver's historical data.

By far, the most overlooked aspect of giving data is that it can allow you to meet givers where they are and minister to their specific needs.

LOOK FOR MOVEMENT

A video usually tells a better story than a snapshot. Similarly, a picture of someone's giving on any Sunday doesn't reveal much about their giving behavior, spirituality, or life. But tracking giving over time helps you see trends and patterns. 

It's the movement (or lack thereof) that most reflects the seasons of their lives. So look for these giving "personas" in your data and consider practical ways to engage them, no matter where they are in their giving journey.

FIRST-TIME GIVERS 

A first-time gift is a big deal! Someone is making a statement: I find this church worth investing in. Celebrate this step:

• Offer resources for newcomers. Include links in your special welcome email to other items of interest to newcomers, such as classes, ministries, upcoming events, and how to subscribe to news or find your app.

• Share ministry impact. Today's givers want to know the impact of their gift, and a drop-down list on your giving form doesn't demonstrate that. So show them what the church is doing in the community via your giving platform, video announcements, newsletters, website, or signage.

Pro-tip: Save "opportunities to serve" for another time!  

INCONSISTENT GIVERS

Recent studies indicate a strong connection between church attendance and giving. So inconsistent giving could be a sign (or result) of poor engagement with the church. 

Focus on getting them engaged:  

• Welcome first-time guests from the pulpit … and beyond. Many churches aren't as friendly as they think. Encourage your members to act like hosts, not guests: Ask questions, introduce them to others, point out resources, and invite them to lunch or an upcoming event.

• Offer ministry resources. Treading lightly, email inconsistent givers a general "Did you know...?" with a list of resources you offer like groceries, handyman help, abuse services, single pregnancies, childcare during services, events, etc. End with: "If you or anyone you know needs help in these areas, please don't hesitate to contact us."

RECURRING GIVERS WITH DOWNGRADED SCHEDULES 

Whether gifts go up or down, changes in recurring gift schedules can indicate financial shifts in givers' budgets … AND changes in priority. If they've lowered their gift amount, they may be applying part of their tithe elsewhere. Perhaps they have doubts about the direction of the church or have personal grievances. Try these tactics:

• Personalized email notification. "We noticed that your recurring gift schedule has changed and want to reach out and check to see that all is well. We care about you, so please let us know if this adjustment results from any challenges or concerns that we should be aware of or if you need prayer or assistance of any kind."

• Say thank you. A hearty thank you is in order if they've upgraded their schedule. Consider asking them to share what led them to increase their gift. It will be nice to hear their success story and possibly learn about something the church did right!

CONSISTENT GIVERS 

This group of givers tends to be self-motivated and among your most engaged members. They may feel that their generosity is an intrinsic part of their worship and undeserving of recognition. But that doesn't mean you should neglect them. 

To ensure their engagement continues to grow, try these tactics: 

• Consider having a ministry leader call. "You are so consistent and involved with the church. We're grateful for how you serve, and we want to make sure you're being fed. Is anyone ministering to you? How can we be praying for you?"

• Listen when they express concerns or have ideas. They're often intimately involved in ministries and see things from an insider's perspective (i.e., They serve in youth programs their kids are in). Being disregarded when they invest so much time and effort makes them feel devalued and less inclined to continue helping, which can sometimes be the first step toward leaving.

LAPSED GIVERS 

First, you need to determine how to define a lapsed giver and how soon to reach out. For a weekly tither, a month would be reasonable, but the earliest you could identify a missed gift from a "holiday giver" might be a year. Try these tactics:

• Investigate. Giving may be a cue to look deeper, but it's not your only source of information.

Has anyone seen them recently (i.e., small group, nursery, or children's programs)? Have they attended an event? Have you missed an email from them? Are your emails to them going unopened?

• Connect personally: A phone call, a coffee meet-up. Remember, you're exploring ministry needs. This is not a meeting to discuss their giving.

TOP GIVERS

Your most extravagant givers play an essential role in your church's impact, and their loss can be crippling to the church's finances. It would be best if you prioritize your relationships with them: 

• Demonstrate the impact of their funds. Most donors want and deserve to hear about the tangible results of their gift. Major donors are especially conscious of the ROI of their gift, so share details, such as "Your $10,000 gift allowed us to ____." Or "This [recipient] was able to ____."

• Ask them to volunteer. Volunteering gives participants a close-up look at a ministry and can spark creative input on specific ways they would like to impact the ministry … and champion it.

Growing generosity is a challenge most churches face because today's givers don't donate out of obligation. Fortunately, if they feel seen and cared for, their loyalty and financial support will usually follow. It's all about relationships.

Vision2 is the comprehensive giving and stewardship solution for churches. Download A Ministry-First Approach to Generosity for more ways to better serve members based on giving behavior.

For Further Reading:

The High Stakes of Stewardship

Living and Giving During Retirement

When, What, and How to Teach Your Kids About Money

The 3 “Must Have” Components of an Effective Stewardship Ministry

A Stewardship Ministry in Every Church

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