Now, more than ever, in this uncertain virtual environment, it's essential that we understand and assess how our ministries are funded.
I'm sure you've heard the phrase, "what gets measured, gets managed."
As you prepare for 2021, here’s what you should track to increase your giving and engagement.
#1. Track New Givers
New Givers are at the top of the "giving funnel" and ensure healthy church growth. They are the most at-risk segment of your congregation and a by-product of effective church outreach.
Tracking the number of new givers each month is a proxy for how well your church is creating awareness, community, and living on mission. By assessing this number, you'll be able to identify crucial discipleship opportunities and the potential for ministry growth.
Benchmark: Healthy churches report 5-10% growth with New Givers each month.
#2. Track New Giver retention
Measuring your New Giver retention is a great way to evaluate how well you connect people with your church's mission and vision.
If you have more New Givers walking out the back door than staying, you could potentially need to improve your assimilation process.
Benchmark: Healthy churches have a 65% New Giver retention rate.
#3. Track Core Givers
As a group, Core Givers represent the vast majority of your volunteers, including those who serve through lay leadership. Without this committed core, most churches would shrink by 50%. The most significant opportunity for sustainable giving growth can be found within this segment.
Track and assess if your Core Giver's donations are increasing, decreasing, lapsing, or staying the same. This analysis will provide you with an idea of how well you are disciplining your most committed segment of givers.
Benchmark: Healthy churches report annual giving from Core Givers is approximately 25-35% of total giving.
#4. Track Lapsed Givers
A Lapsed Giver may have stopped giving for several reasons, but whatever the reason, reaching out to them should be a top priority. A Lapsed Giver will stop giving approximately 90-days before they leave your church forever. Reaching these givers is a significant opportunity for discipleship and one of the most straightforward metrics to track.
How well your church fosters discipleship can be measured by the number of retained givers you have each month. If your retention number is falling, this might indicate that your discipleship pathway needs adjustment.
Benchmark: Healthy churches report an overall retention level of 50-70% of all giving households.
#5. Understand your Financial Leaders
Your Financial Leaders are the group of givers within your church that give $10,000+ per year. These givers are your biggest supporters and have a heart for the vision and mission of your church. Financial Leaders will typically serve in ministry leadership roles.
Understanding who your Financial Leaders are and building relationships with these givers is essential for securing long-term funding opportunities. This group also has the potential to benefit from tax-saving, non-cash gift options. Non-cash gifts, on average, are 200 times greater than the giver's largest annual gift!
Benchmark: Healthy churches report 25-35% of annual funding from Financial Leaders and around 3–5 secured non-cash, asset-based gifts.
Over to you
Using these five giving metrics and building out strategies to further disciple these givers will not only increase your annual giving but further grow your church engagement.