Earlier this year, the Unitarian Universalist Association of Congregations (UUA) Congregational Stewardship Services blog featured a 12-part series designed to de-bunk myths about giving. Each post explored a single myth. While the whole series is worth reading, I focus today on three:
- Myth #5
- Myth: Because many people are suffering from information overload, they do not want to know how the congregation is using their contributions.
- Truth: Many people, although overwhelmed with information in their daily lives, are also well educated and a bit skeptical. They are less likely than previous generations to have blind faith that the congregation is using their money wisely. They want to know that their contributions are making a difference, and they are interested in the facts and figures as well as the narrative that explains the ways that their financial gifts are being used.
- Myth #7
- Myth: Generous givers feel entitled to complain loudly when things do not go their way. They attempt to “hold the congregation hostage” by threatening to eliminate their financial and volunteer support.
- Truth: There may be a few generous givers who feel entitled, but not many. Fundraising consultants have an axiom that says, “People who give the most complain the least; those who give the least complain the most.” People are more committed to faith communities when they give joyfully of their aptitudes, abilities, and money (their gifts), when they willingly proclaim the faith community’s good works (their call), and when they participate in the work (spiritual vocation) of their faith community. With few exceptions, the most committed congregants are those who are helpful and supportive to a fault.
- Myth #11
- Myth: Because people don’t like to talk about money, annual financial commitments must be sought in an indirect way. It is best to send financial commitment forms through the mail and ask recipients to return them by mail. In this way, they will not be offended, embarrassed, or angry.
- Truth: The more indirect the approach, the less money will be contributed. Personal stewardship conversations are most effective. Getting groups together is a less direct approach, but it can provide an occasional break from the stewardship conversations. Telephone calls and mail solicitations are the most ineffective ways to ask for money. If you are uncomfortable talking about money, the solution is to find ways to become more comfortable talk about it, not to avoid direct, personal conversations.
So What?
Effective fundraising requires understanding both the discipline itself and applying it appropriately within a given context. Leadership teams in local congregations tasked with fundraising, for annual campaigns, capital campaigns, endowments and special initiatives often rely on past experience and employ subject matter experts only on an as needed basis. The full UUA list of twelve common myths is a helpful and practical resource for these groups.
- What fundraising myths have you heard (and/or what have you heard that you wonder if it is in fact true or a myth)?
- What type of training is provided in your congregation for those who serve on a fundraising group, team or committee?