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October 23, 2008
Average donation per person may go down in 2009
There is a revolution taking place in the advertising world. Gone are the days where print marketing rules. It's too expensive. And in light of these tough economic times, companies are slashing marketing budgets to the bare minimum. In turn, marketers are looking down the barrel of Web 2.0 and either running away or embracing this new media platform.
The situation facing the business world parallels the NPO/Church World. It's time to take action and begin focusing on the best strategy (acquisition/outreach) to hedge against the worst case scenario (declining membership and giving).
Call it donor acquisition or outreach, in times when charitable giving is expected to stay at current levels in even the best case scenario, it's time to invest in growing the number of people connected to your community. But church leaders are going to have to rethink how they do this because the "old" way can't be funded properly within a minimal budget scenario.
My prediction is that the average donation per person is going to go down in 2009. Those churches who are focused on enlarging the members of their community have the best shot at withstanding the next 12-18 months. More people giving a little can add up to the same if not more than a few people giving a whole lot.
Posted by bstroup at October 23, 2008 10:51 AM
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