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October 10, 2008
Church givers expect ministry to continue in hard times
Some consumers do purchase products from vendors who support certain causes according to a recent article from The Chronicle of Philanthropy. The research cited evidence that when consumers had an option and the vendor demonstrated a link between their product and a greater human cause, the consumer was most likely to choose that product over other options.
Here's what caught my attention. More than a quarter of participants in this study expected the companies who produce the products they buy as a result of their demonstrated link to a greater human cause to continue to give at current levels if not increase their level of giving during these tough economic times.
This made me think about the church. As some churches are projecting their collections to be less than what they had originally budgeted - particularly for the 4th quarter - it seems prudent to evaluate any necessary cuts through the eyes of the church giver and not simply the business administrator.
If the general public is more likely to purchase a product because of its link to a cause they feel is important or connect to on an emotional level, why would we expect the people in our pews to be any different?
People give to church because they feel connected to and support its ministry causes. If in midst of necessary expense cuts the programs or ministries the church giver feels important are cut, this could unintentionally sever the emotional connection that inititated the giving in the first place.
Churches who wish to maintain the financial integrity of their operations must evaluate every decision from two vantage points: the impact of the economy and how essential the program or mininstry is to the larger vision of the church. (One might add that if a ministry or program is determined as non-essential and cut and is never missed, perhaps it wasn't a good investment in the first place.)
Expense cuts seem to be the first solution proposed when contributions take a dip. But church's run a dangerous risk in the midst of making those decisions of cutting program or ministries that the people in the pew see as essential. (The perception of the person in the pew matters more than church leaders wish to admit at times.)
Expense cuts provide an immediate, short-term solution. Loosing the ministry connection with the person in the pew in an attempt to provide an immediate solution may actually create a new long-term problem.
"It's not just about picking a cause off the shelf and saying this is what we stand for," said Ms. DaSilva. Marketers need to show a clear connection between an issue and a product. Companies, she said, should ask themselves, "What are we doing that is authentic, real, and relevant to connect with consumers on an emotional and practical level?"
Posted by bstroup at October 10, 2008 9:23 AM
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