Church Executive MAKE GIVING CLICK: Expert advice for using technol | Page 5

Can technology be useful in the logistics of collecting /
receiving first-time gifts — and even setting up people
to become more regular givers?
Buckley: Yes; with online giving software, donations don’t have to
be counted or deposited in your bank, because most giving platforms do
that themselves.
Our own web-based Family Suite software has an option for either bulk
import of contribution data, or automated data import, offering a way to
get it into your ChMS easily.
Most ChMS solutions offer a series of reports and statements that can
be sent to donors to show them where they are in their giving at any time.
This encourages them to give more, because most people have a goal they
try to meet, on a personal level, before the end of the year.
Recurring givers annually donate 42% more than one-time givers, so
offering givers the ability to set up recurring gifts at weekly or monthly
intervals will encourage them to give more consistently.
Bauer: With eGiving tools, the journey from being a first-time giver
to a regular giver is easier than it has ever been. Once you get a member
to make that first gift, they can set it up to recur weekly, monthly,
quarterly — whatever frequency they want.
I don’t want to say recurring gifts are as simple as, “Set it and forget
it.” Members don’t forget that they’re giving. It’s closer to, “Set it, and be
assured your gift will be made without any effort from you.” But, alas, that
doesn’t roll off the tongue as easily as the former.
Walker: Technology can definitely help collect first-time gifts! In fact,
digital giving would be the most efficient tool by which to receive gifts and
move people toward regular giving.
As church leaders, we’re always thinking about how to get our messages
heard by more people throughout the week. Rarely do we think in terms
of, “How can I make sure only people who attend Sunday service can hear
the message?”
Likewise, only allowing people to connect with God financially when
we pass the offering on Sunday means we’re missing out on 167 other
hours throughout the week.
Having a giving platform that allows givers to safely store their
preferred payment method for faster giving a second time, as well as
robust recurring options, helps remove any friction between the first-time,
second-time and recurring gifts.
To engage first-time givers, what strategies or
approaches have performed well with your clients?
Bauer: Being open about the church’s needs. I conduct a webinar
called “The 5 Reasons I’ll Never Give to your Church,” and you’d be
surprised how many of the reasons hinge on members not understanding
the needs of the church. Tell them what their gifts are being used for.
Also, education is key. When you start with eGiving, your pastor should
be shouting about it from the steeple! Tell members how to use the tools
and why they should use them. Get buy-in from church leaders, and
members will follow.
Walker: Create a reason for people to give, and don’t let them do it alone.
A church leader might get in front of his or her people and say, “Let’s all
take out our phones, go to our website (or text “give” to X), and give at least
$5 to this project.” This provides a social setting for a first-time giver to take
that step, and also makes a realistic ask.
We shouldn’t underestimate the number of people willing to give. Instead
of focusing on the cost of saying yes, this approach can help a potential
first-time giver to gain perspective on the cost of saying no. It’s almost
uncomfortable and embarrassing to turn down such a small request.
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Additionally, you’ve opened the door for a current giver to take his or
her first step toward digital giving.
Buckley: Making giving part of the fabric of the church or parish
culture is a must. Branded giving sites linked to church websites are six
times more likely to generate donations. Giving campaigns conducted by
email or social media get a lot more response, and 46.1% of churches say
that social media is their most effective outreach method.
For example, if your church or parish launches a campaign to replace
the roof with updates about how close you are to your goal and why a
new roof is needed, it will be much more successful than simply having a
special collection or asking people to give a little more than they normally
do, without telling them why.
If a church isn’t 100% confident in its technology’s
ability to help engage first-time givers, what advice can
you offer as they ‘shop around’?
Walker: Two things stand out when it comes to first-time giver
engagement on your giving platform.
First, look for a system that — like Generush — has a clean interface for
the giver. It needs to have very few options so as not to overwhelm. Things
should be clearly labeled and easy to see.
Also, the ability to place the giving form on your church website is a
huge benefit for the giver. They’ll feel more secure about giving to your
church if they’re not redirected to a different site.
Second, creating an account might be too big of a first step.
Always allow someone to give online without requiring them to
create an account.
Remove unnecessary friction in the giving process. Generosity is a
journey, so make the first step as easy as possible.
Buckley: Look for something that offers processing for both ACH
(electronic check) and credit cards, donor giving histories, and text
giving. Some giving software, including ParishSOFT Giving, also offers a
customer success or marketing program aimed at increasing giving.
Any help you can get in learning how to market and use the software is
key. Look for a giving solution with a dedicated support team and online
or virtual training.
Price is often a factor, so ask if a company can work with you or offer
discounted pricing to start. Giving software shouldn’t break the bank.
Also, look for giving software that can adapt to your organization’s
changes and needs.
Finally, seek out a giving solution works well for you. You’re the one
who has to use it; it should fit your needs, first and foremost.
Bauer: See what’s out there, and think about your audience.
Technology is always changing to make giving more convenient, but
some churches stopped exploring these options after they got ACH.
They’re missing out on donations because of that.
And talk to your friends at other churches to see what’s working for
them. Learn from their good and bad experiences when you launch
eGiving at your church. At GivePlus, we’ve worked with more than 20,000
churches and see an average increase in giving of 26%. Our data shows
indisputably that eGiving increases giving.
If you’re church isn’t seeing the results you expecting, I suggest taking
a step back and asking if your launch and implementation went smoothly.
What’s the awareness of eGiving with your members? Are you offering
the giving technology that your members are most comfortable using?
eGiving tools are only effective if the church works to promote them.
— Reporting by RaeAnn Slaybaugh
M A K E G I V I N G C L I C K • CHURCH EXECUTIVE
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