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April 28, 2008
Planned giving for churches, Part 3
Let's assume that you've been thinking about how to begin implementing a planned giving strategy in your church. What's the next step?
I believe there are four critical steps to making planned giving work in your church.
1. Communicate with your church. I know this sounds like a basic concept. Sometimes it's easy to forget that we must involve the church in our decision making. Even though you've presumably spent hours thinking and planning a planned giving strategy, you need to allow time for your congregation to process this concept too. (Remember, the giving part of "planned giving" will be ultimately determined by your congregation.)
2. Get support from key influencers. You know who they are. (If you don't, then you're in trouble.) Spend time cultivating the support of those who can help you influence the church body. Church members need to hear an idea validated from the pulpit and from their peers in the pew. Use this dynamic to your advantage. Meet with these people one on one or in a special leadership meeting.
3. Involve the subject of planned giving in your education plan. Hold seminars or informational meetings throughout the year. Designate one Sunday every year to focus on the need to sustain the ministry of the church beyond today. Place informational flyers in the church foyer. Include the concept in your New Member class materials. Whatever you do, find ways to educate your members over time. Any planned giving strategy will take time, but the rewards are well-worth the effort.
4. Tell your story...over and over again. Every church has a story, a history of events and human interaction over time. Knowing that people give to organizations they are emotionally connected to, it's vital that we find ways for people to experience your church emotionally. And there is no greater tool in communication to convey emotions than the gift of story. This can come in the form of written or verbal testimonials, special services celebrating the past, present and future of the church or even visual displays in the Welcome Center. Legacy decisions are built upon the context of our collective past and our understanding of our individual role in the present. Never underestimate the power of story.
I'm sure there are other critical steps that I have not identified above. The most important legacy that we can leave as church leaders is our ability to provide for the future and continue ministry of the churches we serve beyond our seasons of service.
Posted by bstroup at April 28, 2008 1:19 AM
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