How #GivingTuesday Can Become the Front Door For GivingMark Brooks
Is your back door wider than your front door? Most churches average losing around 15% of their donors every year. We expect that average to rise significantly in 2020. Add to this the fact that our key donor base is aging shows why you need to be thinking about how you can add new donors. One tool at our disposal is #GivingTuesday.
#GivingTuesday started in 2012 and is a push led by non-profits to use the first Tuesday after Thanksgiving as a means of garnering financial support for their work. Up to now, it has been a mostly non-profit driven event. #GivingTuesday this year will be on December 1st. I believe churches can use this time as a means of generating new donors.
My position is that non-profits will be reaching out to your members about making charitable donations to their ministries. Why shouldn’t we make similar appeals? I find two major reasons why churches have failed to utilize #GivingTuesday.
First, few churches have attempted to utilize this tool. I think this is because the event happens on a Tuesday, not a Sunday, and we have been, at least in the past, solely focused upon a Sunday or weekend offering. COVID-19 has caused us to embrace a 24/7 offering approach.
The second reason churches have avoided #GivingTuesday is that when they have used the day for giving, it was not as effective as they thought it would be. I believe the reason churches have failed to successfully use #GivingTuesday is that we have put the focus in the wrong place. #GivingTuesday is about giving to others not about making your budget. The key to successfully utilizing #GivingTuesday is, don’t make it about you.
#GivingTuesday Benefits for your church – Here is my list of why you should consider #GivingTuesday.
- You give members a unique opportunity to express their generosity as a part of the worldwide #GivingTuesday movement.
- It shows the compassionate side of your church.
- It allows you to show an outward focus.
- It allows you to connect with your community.
- It allows your church to model generosity.
- It gives your church incredible PR at a time when we desperately need it.
- It gives you a chance to attract new donors.
My strategy for churches utilizing #GivingTuesday is to attract new donors. I want them to give once and then give again and again. This is one way to manage your Churn Rate. Before anyone consistently gives to your church, they must give that first gift. Let’s consider how to use #GivingTuesday to gain first-time donors.
#GivingTuesday keys to success – Here are a few keys to consider:
- Make the offering about a cause outside your church.
- Give all the money away to that cause.
- Develop a plan of action for #GivingTuesday and work your plan.
From your perspective, it is important to know that the donors you have today will not be with you forever. So, we must think of ways to motivate new donors to support the work we are doing. One key way is through special offerings like #GivingTuesday.
Mark Brooks – The Stewardship Coach
Get a FREE copy of my new 2020 #GivingTuesday guide here, https://acts17generosity.com/store/