Shift Your Church's Ministry Momentum
1
Table of Contents Introduction
3
5 Reasons You Should Consider A Single-Fund Campaign Reason 1: You want a new approach for funding ministry.
4
Reason 2: You want to create a natural “on ramp” for new givers.
6
Reason 3: You want an opportunity that is comprehensive, collaborative, and cumulative.
7
Reason 4: You want a way to increase cash flow quickly and systematically.
9
Reason 5: You want to show progress and connect every dollar to impact.
10
Conclusion
11
[INFOGRAPH] 5 Reasons a Single-Fund Campaign Will Shift Your
12
Church’s Ministry Momentum Next Steps
13
About the Authors
14
Related Resources
15
2
I n t r o d u cti o n As a church leader, you have a vision for what your ministry could become. You also realize that in order for your church to achieve its ministry goals, you need to find ways to fund them. However, today’s culture presents some challenges many church leaders have never faced… There is increased “competition” for the discretionary dollars of every person in your congregation. Your church members are being approached by numerous nonprofit organizations vying for their attention and dollars. Research indicates that the average church member only gives 2.5 percent of their annual income to the local church. Many of today’s church members aren’t as motivated by “biblical mandates” to give the way church members have been in the past. The same research indicates as much as 50 percent of church members don’t give any money to the local church. The idea of supporting the mission of the local church through giving isn’t as strong as it once was in the minds of many of today’s church members.
A New Opportunity to Shift Your Church’s Ministry Momentum There have always been multiple ways to raise funds. While no one can discredit the effectiveness of multifund campaigns, more and more churches have started to leverage single-fund campaigns as an alternative way to fund specific ministry opportunities. Single-fund campaigns provide a viable means by which you can fund ministry and perhaps even more directly influence operational giving. As a result, a single-fund campaign can enable you to not only reach your vision and achieve your ministry goals, but also completely shift your church’s ministry momentum. If you have a specific vision for your church or believe God is calling you to fulfill a certain ministry opportunity, here are five reasons a single-fund campaign might be a viable option for funding it.
3
You want a new approach for funding ministry. Staff and donor fatigue can be serious obstacles to funding ministry for churches that have traditionally funded their visions through the same methodologies. Most church leaders usually start thinking about and planning their campaign six months before it even launches. After spending so much time and energy on the campaign, it can be difficult for church leaders to maintain the same level of excitement and momentum by the time the pledge period is over. However, that is exactly when leaders need to kick communication into high gear. At the same time, church members who have lived through numerous capital campaigns might not share the same enthusiasm they once did for a traditional multi-fund campaign. Keeping the momentum alive throughout the campaign can be a challenge for church leaders. Sometimes a change of pace can pay big dividends. Like the multi-fund campaign, a single-fund campaign has structure and commitment phases. Church leaders can and should continue to use it as an opportunity to engage financial leaders and all funds are continually monitored, managed, and promoted to ensure goals are met. The main difference between a multi-fund campaign and a single-fund campaign is in the length of the campaign and how the donations are counted. In a single-fund campaign, all donations are deposited into one account. Designated giving is highly discouraged, or sometimes prohibited. This comprehensive and collaborative approach allows your church to engage church members in a unique way to come together around a single, specific ministry goal.
4
Churches that have been extremely successful through multi-fund campaigns might find a new approach refreshing and effective. Churches that have never conducted an organized funding effort might be looking for something other than the “same old thing” that other churches do. Single-fund campaigns still provide churches with the opportunity to change the giving patterns and have a positive long-term effect on regular giving in the same way traditional multi-fund campaigns have done. Based on our experience, a healthy church can typically expect to raise one or two times its operating budget.
5
You want to create a natural “on ramp” for new givers. Because of the nature of single-fund campaigns, they can be incredibly effective when it comes to inspiring new givers. Many of today’s church members don’t have any context for over-and-above giving because they aren’t giving regularly, if at all. Challenging people to give over-and-above their tithe means little to people who don’t really understand the tithe. Instead of feeling the burden to commit to tithing and funding a capital campaign at the same time, singlefund campaigns invite givers to join a comprehensive plan that is more in line with what they might expect from other nonprofits. This is especially helpful for people who have no or limited experience in church. Single-fund campaigns can be helpful when trying to encourage new givers to start giving something as opposed to challenging them to begin tithing right off the bat. That challenge can discourage those who aren’t in the habit of giving or tithing at all. A single-fund campaign celebrates the contributions of all people, regardless of their income or assets. This doesn’t mean that single-fund campaigns work against the biblical instruction regarding tithing, nor are they opposed to other stewardship concepts. Instead, single-fund campaigns create an opportunity to open the door for new givers to get involved in funding your ministry.
6
Y o u w a n t a n o p p o r t u n ity that is comprehensive, c o l l a b o r a ti v e , a n d c u m u l a ti v e . Single-fund campaigns provide churches with an opportunity to bring every church member together to achieve a specific vision. From the senior leader to the first-time guest, everyone is involved in the campaign. This cumulative effort often results in growth in giving from a broad base, which can have a lasting effect on regular giving. Single-fund campaigns provide church leaders with an opportunity to fund their ministry vision through: A comprehensive plan that involves every aspect of your ministry. The single-fund addresses everything in your operating budget. Therefore, if your budget accurately reflects your vision, a single-fund campaign empowers visionary leadership and achievement. In a single-fund campaign, you will ask everyone to make some kind of financial commitment. You will appeal to the entire church, smaller groups within the congregation, and individuals. No one will miss out on the opportunity to play an important part in the present and future ministries of the church. Sometimes, feeling a part of things is the difference between a plugged-in, excited church member and the casual attender. As your ministry is funded and empowered, lives are changed. That creates an excitement within the church and spurs more people to get involved. The process picks up momentum and makes it easier to maintain excitement and energy throughout the campaign.
7
A collaborative effort that involves everyone in the church. This isn’t all about getting the financial leaders in your church to invest large sums of money, though that certainly is a possibility. It’s all about getting everyone in your church excited about the opportunity to participate in something that matters. You will ask those who aren’t giving at all to start giving by participating in the campaign. This is step one for people who have never thought about supporting their church financially. Those who give irregularly will be asked to approach their giving systematically. The idea is to grow consistent givers through the financial emphasis of the single-fund campaign. Those who are giving regularly will be asked to increase their giving incrementally. You might consider asking them to increase their giving by 1 percent or to set a monetary goal for the year. Whatever the case, you will have the opportunity to express your appreciation to these people who faithfully make ministry possible and challenge them to prayerfully consider how they might give more. The person with the least can make a sacrifice similar to the person with the most. In the process, your church learns more about the power of collaboration by seeing it in action. A cumulative approach that benefits from and encourages giving from a broad base of givers. This, as mentioned before, has the potential to positively influence the giving culture of your church. A single-fund campaign can pay dividends for years to come. You might have a few people within the congregation who are making significant gifts. Those people will be asked to participate in the single-fund campaign by making a significant gift to it. These aren’t the typical percentage givers. They probably give regularly, but occasionally God impresses them to make a gift above their normal giving. They usually respond to vision more than to perceived need. In other words, they are more interested in funding the future than in catching up on the past. Church leaders often underestimate the effect of a large base of people improving their giving habits. The impact will most likely be exponential rather than incremental. Financial leaders are critical to the success of a single-fund campaign. Every leader should be developing them, whether they are in the midst of a financial campaign or not. Without strong participation from financial leaders, a single-fund campaign can feel overwhelming and impossible.
8
You want a way to increase c a s h f l o w q u ic k l y a n d s y s t e m a tic a l l y . While there are many reasons to fund your vision through a single-fund campaign, one of the most valuable is that it provides your church with a way to increase cash flow quickly and systematically. Many people believe the 36-month campaign cycle evolved from the lending requirements of banks. However, churches have found it difficult to acquire the loans needed for a longer, more traditional campaign since the recession. If banks won’t lend money to churches, the only choice left is to self-fund ministry. Because most single-fund campaigns range from 12 to 24 months in length, they have emerged as a practical response to the unwillingness of many banks to lend to churches in wake of the 2008 recession. An additional benefit is that single-fund campaigns and multi-fund campaigns aren’t mutually exclusive. Many churches are matching their long-range ministry strategies with a series of smaller campaigns in order to incrementally increase giving while continuing to receive contributions for larger campaigns.
9
You want to show p r o g r e s s a n d c o n n e ct e v e r y d o l l a r t o i m p a ct . People today give to organizations that are making a difference and showing effectiveness. People in the church are no different. They want to know that the money they give is going toward the projects the church supports. When they perceive they are giving to a money pit, they might discontinue giving or, at least, give less. Many people don’t give regularly because they don’t really understand the financial needs of the church or they are unsure about the vision. They give to perceived need. When there is no need present, they choose not to give. That’s an attitude you can change through a single-fund campaign. Single-fund campaigns give church leaders the opportunity to demonstrate progress and connect giving to impact for the average church member. The shorter time commitment makes it easier to keep the campaign front and center. No matter when people come into the church, they aren’t far removed from the beginning of the previous campaign or the start of a subsequent one. It’s easy to overlook the reporting process, but it must be done if the single-fund campaign is going to achieve its goals. People will maintain their excitement when they know what’s going on. They will lose momentum when they feel as if there isn’t any communication. As with any major initiative, clear, consistent communication can make the difference between mediocrity and excellence. There must be accountability in any campaign. People want to know where their money is going and what progress is being made toward the stated goals. They want to hear the stories of life change and see how their sacrifice is making a difference in the ministries of the church.
10
Conclusion Multi-fund campaigns have always been and will continue to be a proven, viable, and vibrant way to raise money in your church. However, a single-fund campaign can also be an effective tool for reaching your ministry goals. Both funds have their place in the church. The type of campaign you need depends on the culture of your church and the nature of your financial needs. It’s always a good idea to start with an assessment to ensure your leadership and average weekend attendees are on the same page and moving in the same direction. Which one you need depends upon your unique situation. You might need one, both, or a customized combination of the two. Whatever the approach, the goal should always be to fund your vision and bring about life change and Kingdom growth. If you are craving another option or are intrigued by the idea of a single-fund campaign, we are here to assist you. Our desire is to help you make the best decision for your church and to help you live into the divine potential God has for you and your ministry. As we partner together, we can celebrate God’s goodness and provision as we work alongside each other for the glory of God.
11
12
C o n n e ct Wit h U s T o d a y
1. Follow us on Twitter and Facebook. 2. Subscribe to our blog on rsistewardship.com. 3. Sign up for our e-newsletter. 4. Call us at 1.800.527.6824. 5. Contact us to discuss your church’s needs.
13
About the Authors: Joel Mikell is president of RSI. With more than 25 years of local church ministry experience, he brings a passion for helping churches cast their vision to reach people for Christ, as only a pastor can. He has helped church leaders raise more than $500 million for Kingdom projects and has had the privilege of working with some of the most well-known churches and church leaders across the country. Joel can be reached at [email protected], Twitter (@joelmikell), or Facebook.
Bill McMillan served for more than 20 years as both a pastor and a pastoral counselor before joining RSI. He currently serves as executive vice president. Bill has led thriving stewardship campaigns in churches of many sizes and denominations, raising millions of dollars for local ministry. He is an excellent communicator and project manager, whose consulting hallmarks lie in communications strategy and major gift development. Bill can be reached at [email protected], Twitter (@billmcmillanrsi), or Facebook.
14
Related Resources:
15
Related Resources:
16
Related Resources:
17
18
Table of Contents Introduction
3
5 Reasons You Should Consider A Single-Fund Campaign Reason 1: You want a new approach for funding ministry.
4
Reason 2: You want to create a natural “on ramp” for new givers.
6
Reason 3: You want an opportunity that is comprehensive, collaborative, and cumulative.
7
Reason 4: You want a way to increase cash flow quickly and systematically.
9
Reason 5: You want to show progress and connect every dollar to impact.
10
Conclusion
11
[INFOGRAPH] 5 Reasons a Single-Fund Campaign Will Shift Your
12
Church’s Ministry Momentum Next Steps
13
About the Authors
14
Related Resources
15
2
I n t r o d u cti o n As a church leader, you have a vision for what your ministry could become. You also realize that in order for your church to achieve its ministry goals, you need to find ways to fund them. However, today’s culture presents some challenges many church leaders have never faced… There is increased “competition” for the discretionary dollars of every person in your congregation. Your church members are being approached by numerous nonprofit organizations vying for their attention and dollars. Research indicates that the average church member only gives 2.5 percent of their annual income to the local church. Many of today’s church members aren’t as motivated by “biblical mandates” to give the way church members have been in the past. The same research indicates as much as 50 percent of church members don’t give any money to the local church. The idea of supporting the mission of the local church through giving isn’t as strong as it once was in the minds of many of today’s church members.
A New Opportunity to Shift Your Church’s Ministry Momentum There have always been multiple ways to raise funds. While no one can discredit the effectiveness of multifund campaigns, more and more churches have started to leverage single-fund campaigns as an alternative way to fund specific ministry opportunities. Single-fund campaigns provide a viable means by which you can fund ministry and perhaps even more directly influence operational giving. As a result, a single-fund campaign can enable you to not only reach your vision and achieve your ministry goals, but also completely shift your church’s ministry momentum. If you have a specific vision for your church or believe God is calling you to fulfill a certain ministry opportunity, here are five reasons a single-fund campaign might be a viable option for funding it.
3
You want a new approach for funding ministry. Staff and donor fatigue can be serious obstacles to funding ministry for churches that have traditionally funded their visions through the same methodologies. Most church leaders usually start thinking about and planning their campaign six months before it even launches. After spending so much time and energy on the campaign, it can be difficult for church leaders to maintain the same level of excitement and momentum by the time the pledge period is over. However, that is exactly when leaders need to kick communication into high gear. At the same time, church members who have lived through numerous capital campaigns might not share the same enthusiasm they once did for a traditional multi-fund campaign. Keeping the momentum alive throughout the campaign can be a challenge for church leaders. Sometimes a change of pace can pay big dividends. Like the multi-fund campaign, a single-fund campaign has structure and commitment phases. Church leaders can and should continue to use it as an opportunity to engage financial leaders and all funds are continually monitored, managed, and promoted to ensure goals are met. The main difference between a multi-fund campaign and a single-fund campaign is in the length of the campaign and how the donations are counted. In a single-fund campaign, all donations are deposited into one account. Designated giving is highly discouraged, or sometimes prohibited. This comprehensive and collaborative approach allows your church to engage church members in a unique way to come together around a single, specific ministry goal.
4
Churches that have been extremely successful through multi-fund campaigns might find a new approach refreshing and effective. Churches that have never conducted an organized funding effort might be looking for something other than the “same old thing” that other churches do. Single-fund campaigns still provide churches with the opportunity to change the giving patterns and have a positive long-term effect on regular giving in the same way traditional multi-fund campaigns have done. Based on our experience, a healthy church can typically expect to raise one or two times its operating budget.
5
You want to create a natural “on ramp” for new givers. Because of the nature of single-fund campaigns, they can be incredibly effective when it comes to inspiring new givers. Many of today’s church members don’t have any context for over-and-above giving because they aren’t giving regularly, if at all. Challenging people to give over-and-above their tithe means little to people who don’t really understand the tithe. Instead of feeling the burden to commit to tithing and funding a capital campaign at the same time, singlefund campaigns invite givers to join a comprehensive plan that is more in line with what they might expect from other nonprofits. This is especially helpful for people who have no or limited experience in church. Single-fund campaigns can be helpful when trying to encourage new givers to start giving something as opposed to challenging them to begin tithing right off the bat. That challenge can discourage those who aren’t in the habit of giving or tithing at all. A single-fund campaign celebrates the contributions of all people, regardless of their income or assets. This doesn’t mean that single-fund campaigns work against the biblical instruction regarding tithing, nor are they opposed to other stewardship concepts. Instead, single-fund campaigns create an opportunity to open the door for new givers to get involved in funding your ministry.
6
Y o u w a n t a n o p p o r t u n ity that is comprehensive, c o l l a b o r a ti v e , a n d c u m u l a ti v e . Single-fund campaigns provide churches with an opportunity to bring every church member together to achieve a specific vision. From the senior leader to the first-time guest, everyone is involved in the campaign. This cumulative effort often results in growth in giving from a broad base, which can have a lasting effect on regular giving. Single-fund campaigns provide church leaders with an opportunity to fund their ministry vision through: A comprehensive plan that involves every aspect of your ministry. The single-fund addresses everything in your operating budget. Therefore, if your budget accurately reflects your vision, a single-fund campaign empowers visionary leadership and achievement. In a single-fund campaign, you will ask everyone to make some kind of financial commitment. You will appeal to the entire church, smaller groups within the congregation, and individuals. No one will miss out on the opportunity to play an important part in the present and future ministries of the church. Sometimes, feeling a part of things is the difference between a plugged-in, excited church member and the casual attender. As your ministry is funded and empowered, lives are changed. That creates an excitement within the church and spurs more people to get involved. The process picks up momentum and makes it easier to maintain excitement and energy throughout the campaign.
7
A collaborative effort that involves everyone in the church. This isn’t all about getting the financial leaders in your church to invest large sums of money, though that certainly is a possibility. It’s all about getting everyone in your church excited about the opportunity to participate in something that matters. You will ask those who aren’t giving at all to start giving by participating in the campaign. This is step one for people who have never thought about supporting their church financially. Those who give irregularly will be asked to approach their giving systematically. The idea is to grow consistent givers through the financial emphasis of the single-fund campaign. Those who are giving regularly will be asked to increase their giving incrementally. You might consider asking them to increase their giving by 1 percent or to set a monetary goal for the year. Whatever the case, you will have the opportunity to express your appreciation to these people who faithfully make ministry possible and challenge them to prayerfully consider how they might give more. The person with the least can make a sacrifice similar to the person with the most. In the process, your church learns more about the power of collaboration by seeing it in action. A cumulative approach that benefits from and encourages giving from a broad base of givers. This, as mentioned before, has the potential to positively influence the giving culture of your church. A single-fund campaign can pay dividends for years to come. You might have a few people within the congregation who are making significant gifts. Those people will be asked to participate in the single-fund campaign by making a significant gift to it. These aren’t the typical percentage givers. They probably give regularly, but occasionally God impresses them to make a gift above their normal giving. They usually respond to vision more than to perceived need. In other words, they are more interested in funding the future than in catching up on the past. Church leaders often underestimate the effect of a large base of people improving their giving habits. The impact will most likely be exponential rather than incremental. Financial leaders are critical to the success of a single-fund campaign. Every leader should be developing them, whether they are in the midst of a financial campaign or not. Without strong participation from financial leaders, a single-fund campaign can feel overwhelming and impossible.
8
You want a way to increase c a s h f l o w q u ic k l y a n d s y s t e m a tic a l l y . While there are many reasons to fund your vision through a single-fund campaign, one of the most valuable is that it provides your church with a way to increase cash flow quickly and systematically. Many people believe the 36-month campaign cycle evolved from the lending requirements of banks. However, churches have found it difficult to acquire the loans needed for a longer, more traditional campaign since the recession. If banks won’t lend money to churches, the only choice left is to self-fund ministry. Because most single-fund campaigns range from 12 to 24 months in length, they have emerged as a practical response to the unwillingness of many banks to lend to churches in wake of the 2008 recession. An additional benefit is that single-fund campaigns and multi-fund campaigns aren’t mutually exclusive. Many churches are matching their long-range ministry strategies with a series of smaller campaigns in order to incrementally increase giving while continuing to receive contributions for larger campaigns.
9
You want to show p r o g r e s s a n d c o n n e ct e v e r y d o l l a r t o i m p a ct . People today give to organizations that are making a difference and showing effectiveness. People in the church are no different. They want to know that the money they give is going toward the projects the church supports. When they perceive they are giving to a money pit, they might discontinue giving or, at least, give less. Many people don’t give regularly because they don’t really understand the financial needs of the church or they are unsure about the vision. They give to perceived need. When there is no need present, they choose not to give. That’s an attitude you can change through a single-fund campaign. Single-fund campaigns give church leaders the opportunity to demonstrate progress and connect giving to impact for the average church member. The shorter time commitment makes it easier to keep the campaign front and center. No matter when people come into the church, they aren’t far removed from the beginning of the previous campaign or the start of a subsequent one. It’s easy to overlook the reporting process, but it must be done if the single-fund campaign is going to achieve its goals. People will maintain their excitement when they know what’s going on. They will lose momentum when they feel as if there isn’t any communication. As with any major initiative, clear, consistent communication can make the difference between mediocrity and excellence. There must be accountability in any campaign. People want to know where their money is going and what progress is being made toward the stated goals. They want to hear the stories of life change and see how their sacrifice is making a difference in the ministries of the church.
10
Conclusion Multi-fund campaigns have always been and will continue to be a proven, viable, and vibrant way to raise money in your church. However, a single-fund campaign can also be an effective tool for reaching your ministry goals. Both funds have their place in the church. The type of campaign you need depends on the culture of your church and the nature of your financial needs. It’s always a good idea to start with an assessment to ensure your leadership and average weekend attendees are on the same page and moving in the same direction. Which one you need depends upon your unique situation. You might need one, both, or a customized combination of the two. Whatever the approach, the goal should always be to fund your vision and bring about life change and Kingdom growth. If you are craving another option or are intrigued by the idea of a single-fund campaign, we are here to assist you. Our desire is to help you make the best decision for your church and to help you live into the divine potential God has for you and your ministry. As we partner together, we can celebrate God’s goodness and provision as we work alongside each other for the glory of God.
11
12
C o n n e ct Wit h U s T o d a y
1. Follow us on Twitter and Facebook. 2. Subscribe to our blog on rsistewardship.com. 3. Sign up for our e-newsletter. 4. Call us at 1.800.527.6824. 5. Contact us to discuss your church’s needs.
13
About the Authors: Joel Mikell is president of RSI. With more than 25 years of local church ministry experience, he brings a passion for helping churches cast their vision to reach people for Christ, as only a pastor can. He has helped church leaders raise more than $500 million for Kingdom projects and has had the privilege of working with some of the most well-known churches and church leaders across the country. Joel can be reached at [email protected], Twitter (@joelmikell), or Facebook.
Bill McMillan served for more than 20 years as both a pastor and a pastoral counselor before joining RSI. He currently serves as executive vice president. Bill has led thriving stewardship campaigns in churches of many sizes and denominations, raising millions of dollars for local ministry. He is an excellent communicator and project manager, whose consulting hallmarks lie in communications strategy and major gift development. Bill can be reached at [email protected], Twitter (@billmcmillanrsi), or Facebook.
14
Related Resources:
15
Related Resources:
16
Related Resources:
17
18
