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August 27, 2007
Electronic Giving Part 2: Future or Fad?
Visa's "Lunch" commercial visualizes the cultural shift that's the driving force behind the conversation on electronic giving.
"Part of Visa's ongoing "Life Takes Visa" campaign, the "Lunch" national television spot opens with an illustration of efficiency: a busy deli with staff and customers in a series of swift, synchronized movements to the rhythm of "Powerhouse," composed by Raymond Scott. Customers move throughout the deli line, placing orders that are delivered in perfect timing. They check out quickly and easily, swiping their Visa check cards and moving on without having to sign. When one customer reaches into his wallet to pay for his lunch with cash, the entire line grinds to a halt, food is dropped and customers collide. It is only after he receives his change and moves on that the deli returns to its perfectly orchestrated rhythm."
In spite of what you think, feel or believe about electronic giving, the more important question is: Is it here to stay? Is e-giving the future or just a fad?
"Some estimates indicate the 60% of people on the U.S. (and the percentage has been growing every year) handle at least part of their financial lives through electronic transactions (i.e. paychecks deposited electronically into their bank account or paying utility, mortgage, car, insurance or monthly bills on-line through electronic fund transfer (EFT) or through website on-line payments."
The answer is "Yes!". E-giving is here to stay. The implementation process is what still needs to be worked out.
Does that mean that one day we'll no longer use paper offering envelopes or exchange paper money? Maybe. But it's highly unlikely. The bottom-line (no pun intended) is that e-giving will eventually become one more standardized option rather than the only option.
When newspapers began publishing an online version of their printed piece, the charge was made that people would no longer buy newspapers. The same with books. When e-books were introduced, some claimed that e-books would replace the purchase of printed books. Neither of which has happened. Nor does the market bare any evidence to support either theory.
People want options. And it's no different when considering how we give to the church. We want options because we all live different lives. It's an aspect of the "iPod" revolution that is changing the rules of the game. It puts the choice of how people give into the hands of the giver--not the church. (Just the clairify, the decision has always been with the giver.)
Electronic giving is not the future; it's the present. And without a doubt, it's definitely more than a fad.
Even though I personally pay for almost everything via electronic debit of my checking account or my debit card, I'm not sure I'm ready to see anything that remotely looks like an ATM machine in my church foyer. Or a debit card reader attaced to a brass offering plate. Or even an usher holding a cordless scanner.
Posted by bstroup at August 27, 2007 2:36 AM
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