Engaging Givers from First Gift to Lapsed or Legacy
Guest Author: Vision2
While every giver is different, they are alike in this way: Each one starts with a first gift and concludes with their last. This can be when they stop supporting your church (lapsed) or bequeath a final gift posthumously (legacy).
Playing the Long Game with Givers
When we look at giving from this perspective - often called the Giver Lifecycle - it’s easy to see that churches must create meaningful connections now in order to forge lasting bonds and steward givers across this journey.
But that task is a little like trying to organize a family movie night. Between your teen's action thriller, one spouse's romantic comedy, the other spouse’s 80s classic, and your child's animated favorite - “or nothing!” - it's tough to please everyone.
Despite the difficulty, you continually seek ways to create these connections, both with families and congregations.
Your members’ giving habits mirror their spiritual and physical well-being. So, for effective stewardship, ministry leaders they must link these two dimensions throughout the giving journey. Otherwise, as we’ve all seen, life challenges or waning spirituality can quickly become abandoned faith and lapsed giving.
Understanding the Giver Lifecycle
It’s helpful to recognize the typical stages of this journey:
First-time giver
Inconsistent giver
Consistent/recurring giver
Major donor
Lapsed giver
Legacy giver
Some of these stages represent a deepening relationship with the church and, often, a changing financial commitment. But as you can see, some stages are setbacks. Engagement is the key to forward movement, spiritually and financially.
So, how do we engage at each stage?
First-Time Givers: Planting the Seeds
Their initial gift reflects trust in God and in your church. Make the most of this opportunity to draw them deeper into the life of the church:
Send a personalized thank-you/welcome note.
Customized online giving acknowledgments. Include resources like welcome packets, links to events, financial discipleship classes, and more.
A welcome video from the pastor can boost this initial engagement.
How well you engage them here could make the difference in which stage they enter next (inconsistent vs. consistent/recurring).
Next Stage Givers: Cultivating Growth
Consistent givers are invaluable to church operations. Their engagement strategy can also target inconsistent givers:
Most givers care more about making a difference in the community and world than paying for the church’s electricity. So, share stories about how their gifts are transforming lives regularly and often, using newsletters, announcements, or special church updates.
Organize a 'giver appreciation' event to celebrate their commitment, discuss present accomplishments, and cast future visions.
Major Donors: Strengthening the Pillars
Major donors play a crucial role in big projects and outreach programs. However, they face unique spiritual challenges due to their wealth (Matt. 19:4).
The Senior Pastor should personally interact with them, acknowledging not only their financial contribution but also addressing spiritual aspects.
They value understanding the impact of their gifts and can often be influential leaders within the community, championing a cause, leading volunteers, or sharing their stories.
Lapsed Givers: Rekindling the Connection
There are various reasons a giver might stop donating, but that doesn't mean the relationship has ended.
Initiate conversations to find out if they’re undergoing a difficulty or having trust issues with God or the church. (Do not press for funds!)
Re-introduce them to the church's vision and testimonials of lives transformed, reminding them of the impact of their past contributions.
Legacy Givers: Celebrating Lifelong Commitment
Legacy givers leave a lasting mark, providing for the church even after they've passed on. This is a growing area of fundraising for churches:
Promote planned giving and its significance.
Celebrate their contributions through special mentions or events, ensuring their legacy lives on in the hearts of the congregation.
How Technology Can Help
In today's digital age, technology offers tools to streamline and elevate the engagement process:
Use an online giving platform that showcases the impact of contributions.
Track giver data for tailored ministry approaches.
Engage through digital channels like emails and social media.
Action Points for Pastors and Ministry Leaders
Given Jesus's frequent mentions of money (more than most other topics!), church leaders have a responsibility to instruct and guide members on stewardship and generosity. Consider these steps:
Designate a person or team for managing giver relationships.
Maximize your online giving acknowledgments to deepen the connection with givers.
Regularly revisit communication strategies.
Conduct financial discipleship training to educate members on the biblical perspective of giving.
Ultimately, staying connected with givers throughout their spiritual and financial discipleship is the work of stewardship training. Church leaders should prioritize nurturing relationships that go beyond mere monetary interactions, all while guiding givers on their journey.
About Vision2
Vision2 is the comprehensive giving and stewardship solution for churches. We partner with CSN because of our shared vision to equip ministry leaders to grow healthy churches. Contact us at letstalk@vision2.com to learn more about how Vision2 can support your stewardship and generosity goals.
For Further Reading
Five Ways Budgeting Makes your Life Easier, Not Harder
Seven Reasons to Offer Estate Planning at your Church
Unconventional Ways Churches Can Inspire Generosity
Biblical Financial Principles and 5 Practical Steps to Live by Them
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