Conversations around giving can feel tricky for anyone, but I find that the people who struggle with it most are church leaders. Many pastors and lay staff are reluctant to talk about money at all. Those that do tend to focus on immediate operational needs of the church or mission-based outreach.
This is especially true when it comes to broaching the conversation of endowment. To dispel any reluctance you might feel, there are many ways you can bring the idea of endowment into your thinking, and discussions, around giving.
In part I of this series, I talked about starting the conversation in a one-on-one setting. Now I’d like to focus on raising awareness about endowment and planned giving throughout your whole congregation.
EDUCATE
Planned giving isn’t just a mystery to you as a leader. It’s also a fairly mysterious process to many donors. The good news is that you don’t have to be an expert. But you do need to help educate yourself and your congregation. One of the easiest ways to do this is to ask a local estate attorney or accountant (perhaps one from your congregation) to offer a free seminar to members of your community.
The purpose of the talk is not to convince people to give to your church. It’s to educate them on the tax and inheritance benefits that they could receive by setting up an estate plan. This is important information for them to have, which can guide them to make financial choices that are in their own and their family’s best interests.
In addition, offer information about planned giving at your church information center.
REMIND
Unlike your annual stewardship campaign that has a finite beginning and end, endowment conversations happen on their own schedule. But you can help to nudge parishioners to start thinking about beginning this conversation with their financial advisor by offering occasional, gentle reminders.
Things like:
- Add “Please remember [NAME OF CHURCH] in your will or estate plans.” to the bottom of pledge forms, giving statements, letterhead, etc.
- In the church newsletter or on the website, talk explicitly about how funds from the Endowment, if you have one, are used. (To fund a mission trip, provide a youth scholarship, fix the boiler, etc.)
- Make sure that your church’s annual report or other financial statements include information about the endowment and how income from the endowment plays into the larger picture of your church finances.
NURTURE
Be patient. It can take a long time for the seeds of endowment conversation to bear fruit, but when they do, they are transformative experiences for both the organization and for the donor. There is perhaps nothing more joyful for a donor than to be able to leave a generous gift to the church, school or nonprofit that they have loved being part of. And a strong endowment fund will help your church weather financial storms while increasing your ability to be generous in your community and around the world.
Verses to help guide your thinking:
1 Peter 4:8-11
2 Corinthians 9:6-7
1 Timothy 6:17-19
Proverbs 3
Psalm 16: 5-11
What have been your experiences with endowment and planned giving conversations? If you’re a church leader (or part of a church community), do you have other strategies you’d recommend?
