Principles of Gathering Money for Ministry

A capital campaign is built around several basic elements. They involve leadership, communication, and information management. One of the most important activities of Phases I and II is networking, keeping an eye out for people with these skills and interests. It is also important to be attentive to persons whose giving capacity may exceed the capacity of their congregation or whose heart for mission may be in search of an outlet. In defining the strategy that will be employed in implementing the fund drive, it is helpful to first understand some of the principles that go into the successful gathering of money for ministry endeavors. Our belief is that we need to embrace some of the things that work in secular fundraising and blend them into our Christian community ethos.

PEOPLE GIVE TO PEOPLE.

Though we tend to think that people give to causes, that the most deserving or neediest ministry is what gets the money, that is not so. Experience demonstrates that giving money is more about the relationship between the people asking and those giving than the purpose for the funds. The more personal the request for giving and the more connected people feel to the congregation, the more likely it is that they will be generous. It is also true that we are more generous when friends whom we respect are the ones asking. When you remember the stewardship perspective that our giving is in response to our sense of God’s call to use our resources in specific ways, it makes sense that this conversation will occur most often between persons who know each other well enough to engage in something considerably more significant than a “sales call.”

PEOPLE ARE RELUCTANT TO FUND PROJECTS WHERE THEY HAVE NO INPUT.

Put yourself in the shoes of the potential giver. The asker is very excited about the project, with the kind of excitement that comes when you have invested time in thinking, conversation, and making decisions about the project. They really care. As the giver, you don’t have the same investment. Here are just a couple of thoughts that might cross your mind:

• They really seem to care but it’s not the kind of thing I’ve been involved with lately.
• To invest heavily in this venture, I would need to rethink my giving priorities and strategies. I don’t think I want to do that.
• Looks like all the decisions have been made and all they want from me is money. I guess they don’t value my expertise and ideas.

Ownership shapes giving and it takes time to develop. The reason for trying to involve as many people as possible in Phases I and II is to plant as many ownership seeds as possible and give them time to germinate.

GIVING STIMULATES GIVING.

It is natural to be concerned that a successful capital campaign offering will draw money away from the annual operating budget, but experience shows that just the opposite happens. The more opportunities for giving, the more generous we tend to be. Everyone is interested in different things and has different reasons for giving. The more options there are for giving within the church the more chances there are for matching individual interests and personal mission. One of the responsibilities of Christian communities is to provide a number of opportunities for giving in order to facilitate individual discernment of God’s call for the use of our resources.

IT TAKES MONEY TO MAKE MONEY.

An capital campaign costs time, talent and money. Clearly it will take time and energy from servant leaders and staff. It also will cost money for events, mailings, printing, consultants, staff, multi-media, and other things. The point is that the investment is well worth the return. Many churches consider the cost of implementing the campaign as part of the goal. It is reasonable to accept costs of 10 cents on each dollar raised. Anything lower is ever better. One-on-one asking is the least expensive method and the one with the highest return. Direct mail and telemarketing have the highest cost with the least return in relation to dollars spent. In fact, if only direct mail is used, gifts will do little more than cover the cost of getting the program up and going.

PEOPLE GIVE BEST IN A POSITIVE ENVIRONMENT.

We give most readily when we feel welcome, comfortable, and appreciated. We give most readily to organizations we feel are trustworthy and effective. When it’s our money, we want it to be handled in appropriate ways and used efficiently.

The decision to give money is integrated into our feelings about the church. Gathering money for ministry happens most easily when things are going well in the church, relationships are nurtured, and people have had a chance to shape the project. The opposite is true. When general communication is poor, there is a lack of confidence in the leadership, or distrust about how decisions are made and plans are carried out. Taking a critical view of “how things work” in the church and correcting weakness can be very important.

THE CHURCH IS NOT THE ONLY GAME IN TOWN.

The church is just one option for doing good in the world. Universities, schools, hospitals, the arts and many organizations are asking for money all the time. The wealthy in particular receive many requests. The church is competing with other solicitations, many of which are very sophisticated and professional. Our efforts need to fit into this landscape. Our story is part of the greatest story ever told. There is no reason to give it a second class (or even less) presentation.

THE MAJORITY OF THE MONEY WILL COME FROM A SMALL NUMBER OF PEOPLE.

One of the standard truths about gathering money for ministry (or anything else for that matter) is that the majority of it comes from a few sources. This does not ever mean that all gifts, even the smallest, are not important. As a general rule, 80% of the money will come from 20% of the total number of givers. That tells us how to focus our time. It also reminds us that developing a way to ask for the larger gifts is very important. Reaching the full potential of a capital campaign offering in a congregation requires developing appropriate relationships with those who can give significantly. This should never be construed as giving special, excessive treatment to the wealthy while ignoring those of modest incomes. It does mean being attentive and responsive to the gifts and pastoral concerns of all.

AN OFFERING IS A PHASED PROCESS.

• secure large gifts before small ones, and
• approach those closest to the workings of the parish/mission first.

Approaching the task in phases helps to break the work into units and also allows for each part to be given the unique attention that it deserves.

CAPITAL CAMPAIGNS ARE LABOR INTENSIVE.

The best way to get money is to ask for it personally. This means that there are many details, information to coordinate, and things to keep in order. Relationships are essential to the development of a healthy and robust capital campaign. The best way to become committed to an offering is to work on it. All of these facts lead to the conclusion that the more people that are engaged to help with the implementation of the offering, the better. This makes the work easier for everyone and creates a following in support of the capital campaign. It is also an excellent way to raise up leaders for other ministries.

YOU CANNOT ASK FOR MONEY WITHOUT TELLING YOUR FAITH STORY.

It is impossible to do an effective job of asking others to give without telling them why you are giving. The answer to “why I am giving” will involve matters of faith, a personal hope for the way the world might be, and our own relationship with God and God’s people. This is a very inspiring and exciting truth as it helps people become aware of ways that they can live out their call and Baptismal Covenant. In short, a capital campaign is an opportunity to walk a few steps further in our spiritual journeys. This possibility should help shape every aspect of the program.

Excerpt from Alleluia Fund: A Guide for Diocese and Congregations.