congregation can start to have members sign up to participate. Nacha has
developed a nonprofit toolkit that can provide the authorization forms,
frequently asked questions, and other implementation materials that will
help to make the process even easier and more efficient.
Baker: SecureGive can equip a church with our tools in two
business days.
For churches that already have our giving platform, but need to add
giving options, they can receive these added tools the same day.
At the moment, what are church leaders’ other common
questions about driving sustained giving?
Baker: The most common concern we’ve seen among churches during
the pandemic is that they’re not sure how to address giving in a time
when people’s income is uncertain. We’ve been encouraging pastors to
remain confident and trust that their congregations still want to give
to the Lord and support the church’s vision. At SecureGive, we have
actually seen an increase in giving participation rather than decline.
Smith: Discussions that we have are usually centered around the
cost of ACH compared to other methods of payment. Typically, ACH is
less expensive than card and check payments. ACH is also much faster
and easier than check payments since there’s no need to go the bank to
deposit checks or cash. Due to the current pandemic, we’ve heard a lot
about how cash can carry viruses and bacteria, making it unappealing to
those having to handle the cash.
We’ve also determined that those who donate by ACH are
sustaining donors for a greater length of time than those who use
other payment types.
At a time like this, it can be challenging for a church leader
to spread the word about a new giving option. What
strategies can you offer?
Smith: Any communication from a church leader that provides
comfort and assurance to churchgoers during an event like this will
be welcome.
I also think that a consistent message of faith, hope and giving will be
meaningful to parishioners. Spreading the word that making donations
by ACH can help the church in this difficult time to continue to perform
its mission will most likely be met with enthusiasm.
Another message that we have found is helpful is that since ACH
is less expensive to process than other payment types, more of the
congregation’s donations go to the church or cause.
Baker: Communicate the need. It takes money to do ministry. Use email,
social media and videos to communicate the mission of your church.
Be bold and ask people to give. This isn’t the time to be fearful of
positioning generosity to your churches. Be intentional and get the
word out.
Make it easy. We tell our church clients all the time: don’t make
SecureGive difficult to find. When a churchgoer visits your website, the
last thing they should have to hunt for is how to give. Put your giving
button in a very visible place, and drive people to it in different places
throughout your website.
Are there ways for church leaders to identify the members
who are most likely to embrace a sustained giving option?
Baker: This question was key to us as we set out to make SecureGive
a comprehensive digital giving solution. How can we create a platform
that meets every need for every type of person? Online/mobile giving is
“In life, we automate what’s important. We
do that with our mortgage payments, our
insurance payments and so forth. Why not
automate your gifts to the church so that
your congregation can stay financially strong
regardless of the season?”
— Dr. Marty Baker
the most widely used tool, but we also have things like text giving,
which is great for someone who can’t commit to a recurring gift or
perhaps has a very static income.
Then, there are kiosks, which have proven to be the most widely
used first-time-giver tool. People are familiar with swiping a card.
Why not give them that same opportunity in your church building?
Smith: Everyone is familiar with ACH, even if they don’t know
the term. Most people are paid by Direct Deposit, which goes
through the ACH Network. For older members of the congregation,
most Social Security payments also are made via Direct Deposit
using ACH.
We haven’t found any specific demographics that embrace ACH
more than others. The two primary components are a willingness to
donate and a checking account — it’s really that simple. Sometimes
it’s easier for a donor to pull out a card to donate; but when using
ACH, more of the donation goes to the cause, and donors tend to
give longer when using ACH.
What are givers’ concerns about signing up for a
sustained giving program — and what’s the reality?
Smith: Many people are hesitant to give their checking account
information to an organization, especially one that they’re not
familiar with; we understand that. However, most people have
bill payments coming directly out of their checking accounts for
various bills like mortgage, rent, car and utility payments.
In addition, if the giver is a member of your church, there should
be a level of comfort that their account information won’t be used
for illicit purposes. ACH is a safe and secure method of payment and
has been for more than 40 years.
Baker: In today’s world, people are more comfortable than they
ever have been to give digitally. Let’s face it: technology drives
almost everything we engage with. I don’t think people are all that
concerned with enrolling to give that way, as much as they are
with the “how.” What I mean by that is, SecureGive can only take
you so far. At some point, the church must commit to taking our
suggestions/strategies and implementing them.
Church leaders simply must make sure their members know
about tools like SecureGive. The technology is stellar, but you’re
responsible for how to use it. We all are.
— Reporting by RaeAnn Slaybaugh
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