Reaching Reluctant Givers
Tried-and-True Approaches from an Expert

By William C. Leathem

No matter how confident you are that God has given you the vision for your new facility. No matter how much a remodel is needed. No matter how God has blessed faithful and committed families through the ministry of your church. No matter what, there will be families in your church who are reluctant to make a financial commitment to your capital stewardship campaign.

Understanding that families have reasons for their reluctance to give to your capital stewardship campaign, there are helpful ways to respectfully encourage them.

To encourage giving among a hesitant group, you must clearly communicate:

They’re likely to overcome their sense of reluctance when intentional prayer activities are an important part of the campaign process. This way, families become aware that many other church families are making discerned financial commitments to the project. When they feel they’re not alone, and discover God’s will for them, their reluctance subsides.

Church families are reluctant to give because:

It’s also important to inform families that they can either make a pledge or give a one-time gift anytime during the three-year giving period. Also, be sure to provide each family with an extensive, printed list of creative options for funding their gift — garage sales, part-time seasonal jobs, reduce their Lava Java daily expenditures, and refinancing a mortgage are all options.

Families can be reluctant to make a pledge when they’re unsure whether the project is actually going to happen. It’s important that church leaders use the trust they’ve developed with families to assure them the project will be completed. Leaders also need to express their own personal commitment to both the project purpose and the capital stewardship campaign.

Not only is trust important in commitment, certain families need to see action associated with the project. Be sure to remind families once again about making a commitment for the balance of the capital stewardship campaign when the project has begun. Sometimes there’s a time gap between the campaign commitment process and the project visibly beginning.

The bottom line is communication. When families receive effective communication about the project, are encouraged to discern God’s will in their commitment amount through prayer, are shown the options for giving, and are influenced by trust and action, they find a way to make that gift.

William C. Leathem is the national director of capital stewardship services for California Plan of Church Finance. He graduated from California Baptist University with degrees in business and mathematics, and also earned a master of divinity degree from Golden Gate Baptist Theological Seminary. Leathem served as an ordained minister for 21 years (17 as a senior pastor). Reach him at 888.607.7494 ext. 174 or bleathem@cpcf.com. Visit www.uniquestewardship.org to learn more.