by Bob Whitesel D.Min., Ph.D., April 28, 2020.
Many churches are experiencing a downturn in giving during the recent quarantine. And what they are seeing is not a typical. Here are some thoughts I’ve gleaned over the years and from clients.
During an “external crisis” (meaning job layoffs in the community, people leaving the area for a different town or quarantine due to a pandemic) the following occur. In addition, below are actions that can help crisis-proof a church’s budget.
1. Giving is down roughly 25 to 40% for churches that have not strongly emphasized online giving before the external crisis. Those that have emphasized online giving beforehand still drop but only about 20 to 25%. The lesson here is to robustly embrace online giving going forward.
2. During an external crisis there is usually a loss of long-time givers. This is because the external crisis exacerbates some frustration they have. However research by Bruno Dyck and Frederick Stark at the University of Manitoba (“The Formation of Breakaway Organizations: Observations and a Process Model,” Administrative Science Quarterly 44) found that if people who stop giving are personally visited and listened to, the frustration can often be diffused. This is hard to do during a quarantine, but it’s something to consider as restrictions loosen.
3. New givers will usually appear during one of these external crises. This is because people see the need for the church and the good things it’s doing. And they want to support it. However new givers typically do not give as much as long-time givers. Therefore if you are replacing them one for one, it’s usually not enough to make up the difference.
4. An important strategy is to track the quarterly ebb and flow of giving. Every church has a giving cycle. e.g. certain times during the year when giving decreases. It’s important to know when these coincide with an external crisis, so that you don’t over react to a downturn fueled by two concurrent forces: seasonal and external.
5. Some of my church clients who are younger congregations put a freeze on “new spending” when they saw the external crisis on the horizon. This doesn’t help you too much when you are in the middle of a downturn, but it is a good strategy for the future.
6. During this time another prescription is to make online giving convenient and to communicate it as an important option. Allowing giving to take place online allows the giver more time to pray over and consider their support.
7. It’s critically important to teach the reason for giving. Giving not just to keep the church going, but to increase ministry during this time when more people have needs. Therefore emphasize the good you were doing, why people give and how people’s spiritual journey includes meeting the needs of others.
For more ideas see Growing the Post-pandemic Church.