Originally posted by Rusty Lewis at ToddRhodes.com on March 2, 2011
I am often asked to support my recommendations that ministries offer technological solutions to giving. Let’s look at the flipside of the question – what happens when we don’t make it easy for our constituents to contribute financial support?
As we begin the new year in 2011, here are 11 reasons to not offer online giving:
1. You want to frustrate those who no longer use checks or carry cash. Many today, especially those under age 30, do not carry or use checks. Nor do they carry much cash. Their financial lives revolve around the use of debit and credit cards. So when offering time comes, they are frustrated, even embarrassed that they are unprepared to participate.
2. You do not want to link stories of life change to generosity. After watching a video you’ve uploaded that tells the story of a new life in Christ that occurred as a result of your church’s ministry, why not provide a link to your online giving page? Help your donors connect the dots between their generosity and the impact it is having through your ministry.
3. You would prefer people give to other non-profits who DO offer online giving. Just a reminder – there are over 1.2 million charities in the United States alone. If one is led to give and doesn’t find an easy, convenient way to give to your mission, they will find another one that does and make their gift there.
4. You do not want to tempt your donors to use credit cards. That’s great! You don’t have to. Several online giving providers offer the option of accepting debit cards without taking credit cards.
5. You do not want to pay transaction fees – while there is a small percentage fee (less than 3%) for contributions made from debit and credit cards, those fees are more than covered by the new money you will receive from donors who begin to give to your ministry now that this option is made available to them. Many invite online donors to add 2-3% to their gift to cover the transaction fees.
Know too that electronic funds transfers (EFT) and similar options a donor can select have a small $.25 – $.50 fee, but no percentage fees that credit cards charge.
You will save money in at least a couple of ways, including administrative time saved not having to manually enter gift data or processing checks each week along with occasional insufficient funds charges.
6. You want people to view giving as if they are paying bills. People can use online bill pay through their bank so we don’t need to offer online giving. Yes, they can. I pay most of my bills that way each month. But do we really want our people to view giving to God as if they are paying a bill? That truly is not the heart position from which we want our people giving.
7. You do not want to receive impulse gifts – often a donor will be led to make a gift on the spur of the moment – perhaps due to a story they’ve read on your website, or a sermon they just heard online. Maybe they just finished their morning devotional and are moved to be generous. With a link on your site to make an online gift, they can do so quickly and easily. Without an online giving option, the urge passes and the gift is lost.
8. You do not want gifts from Unique visitors to your site – the webmaster at our church tells me that our website had 12,000 UNIQUE visitors to our site in the first six months of this year. That is an incredible number. Many are accessing our pastor’s sermons weekly. An online giving portal would provide a way for those visitors, people who may never cast a shadow on our physical campus to offer generous support for the ministries of our church.
9. You do not want to receive larger gift amounts – Dave Ramsey’s organization reports that users of debit/credit cards at McDonald’s spent 47% more than those using cash. Statistics exist that people typically spend between 18 – 30% more when using a debit/credit card over cash or check. Would not the same trend hold true when giving with a debit card? Consider the Salvation Army – when they began testing electronic payment machines at their kettles in 2008, average donations jumped from $2 to $15. Big surprise…they are rolling out those payment machines in more locations this year.
10. You are not interested in receiving year-end gifts – According to Network for Good, 22% of all online giving occurs during the last two days of December! This seems to indicate that tax implications may be a bigger motivation than some believe. In Australia, where the tax year ends on June 30, there is a similar bump in online giving the last few days of June. So if a donor desires to make that last-minute tax-implication gift online and doesn’t find an option on your webpage, she will find another place to make that gift.
11. You do not need offerings on weekends when you have to cancel services. We had snow last weekend – did you? The list of cancelled worship services scrolling on the TV screen was really long. With online giving, you can offer a reminder and a link to your people reminding them to remain faithful with their giving even when they physically are unable to get to your campus.
Rusty Lewis, CFRE
Senior Generosity Strategist, Generis
Rusty Lewis joined the Generis team in 2001, following a fourteen-year career raising money for schools and non-profit youth groups. With experience in education and as vice-president of a $22 million corporation, Rusty’s breadth of experience fuels his calling to serve churches and faith-based non-profits.