Capital Campaigns

In Part I, we began answering the question of what makes for successful resource campaigns. We discussed the following:

1. Stewardship is ministry.
2. The best stewardship campaigns are continuous, yearlong open discussions and references to resourcing our values.
3. Most people do not give “to keep the lights on”. They give to actualize their values.
4. Successful congregations celebrate their donors just as they do their volunteers.
5. Leadership sets the example in financial commitments and in working the campaign.
6. It’s “The 3 T’s” (time, talent, and treasure), not “pick 2 out of 3 T’s.” We contribute in all 3 categories as best we can.
7. Don’t conduct a budget drive like it’s a new requirement every year. Have a plan.

Let’s look at some additional criteria for success:

1. The Stewardship Committee organizes and leads the stewardship effort, but they do not do it alone. Once campaign planning begins, Membership, LSG, Social Justice, the Board, and others should be part of the Stewardship Team. The committee cannot and should not do it alone; we all own this.
2. The mechanical guidelines for good campaigns are well known. You likely have copies of Wayne Clark’s Beyond Fundraising – read it and use it – it works. Plan on about 10- 12 key people to run a first rate effort.
3. A good, simple theme and visuals help people connect to stewardship. Relate to and put texture to your Mission and Vision statements. Similarly, well-selected and prepared testimonials are powerful. Use them and capture them for reuse.
4. This is about community. If, at the end, people feel part of something, energized, proud of the results, and the amount needed was raised – it’s a great campaign. If they are frustrated, exhausted, and short funds – we failed the community.
5. Data counts, and so does knowing the congregation. Look at people from several perspectives (what quintile of giving are they in, how long have they been here, how active are they, what moves them, income changes, etc.?). Pair them with the right visiting steward. This helps people connect to the larger purpose of the effort.
6. We need not be shy about asking – this is important to us all, so let’s ask. People often need help framing their contribution, especially new members. Make full use of the Fair Share guide. If people want to know the mean and median contribution from last year and the size of our budget, they should have that information, but at best they match their decisions to the Fair Share guide and do not focus so much on what others do. This is their commitment to make.
7. Two things can be helpful. One, have a commitment Sunday wherein the Visiting Stewards and the Congregation exchanges pledges. It’s very powerful to see those stewards standing up front. Two, recognize that many members on fixed income have limited potential to increase. No one should be overlooked or assumed unable to make an increase, but if they cite fixed income, it’s an ideal time to talk about legacy giving. You should have a Legacy Society to recognize and honor those who have put the congregation in their will or estate plans.
8. Encourage people to set up auto pay, making contributions more predictable, with less processing.

Good luck!

One of the greatest missing teachings in the American church today is the reminder to men and women that nothing we have belongs to us.

–Gordon MacDonald

Does your congregation have a planned giving program? Is the program actively growing with new bequests?

If your answers are Yes, congratulations! Your congregation is one of the few Unitarian Universalist congregations that have an active planned giving program. In fact, we estimate that well over 50 percent of our congregations do not have an active planned giving program.

An important element of a comprehensive financial management plan for congregations is planned giving. A well-conceived planned giving program encourages congregants to give financial support for the long-term fiscal stability of a congregation. The gifts given to a planned giving program establish and maintain an endowment fund, the part of a congregation’s income derived from donations. By providing investment income, the endowment fund becomes the vehicle through which long-term fiscal stability is assured.

Conventional wisdom says that planned gifts are most often made by people between the ages of 55 and 75. Currently, almost 14 percent of the United States population is 65 years or older. The median adult age of Unitarian Universalist members is estimated at 54+ years, and their average household net worth is estimated to exceed $232,000.

Planned giving can be accomplished by several means. For example, a person could name the church as a beneficiary of a life insurance policy or retirement plan. Charitable bequests, however, are the most commonly used form of planned giving. A charitable bequest is a gift given to charity through the provisions of a legal will or living trust. From the donor’s standpoint, bequests have several advantages that make them popular. They are relatively inexpensive to arrange, save one dollar in estate tax liability for every dollar given. They are also easy for a congregation to promote. However, it is estimated that 70 percent of all Americans die without a will. It is also estimated that fewer than 10 percent of those capable of making a charitable estate gift have ever been asked.

The best news is that your congregation doesn’t have to reinvent the wheel. Chapter Eight in Beyond Fundraising provides a step-by-step process to create a planned giving program. The Appendices include several important document samples that can be modified to fit the specific needs of your congregation.

So what are you waiting for?