From Convenience to Transformation: Redefining the Purpose of Online Giving in Churches
Making the critical shift
1128 words - 4 minutes. But wisdom from a sage in the field.
I remember when online giving started. Well, it wasn’t actually online giving. But, it was a way to give other than putting your money in the offering plate, which had been the traditional way for many, many years. It was around 2004, and it was a giving kiosk. It started with a company called SecureGive and Pastor Marty Baker in my hometown of Augusta, Georgia.
The Evolution of Online Giving
It gave churchgoers a new way to contribute by utilizing their bank accounts or credit cards. It was a game-changer. I remember everyone who was in the payments business for churches, scrambled to come up with their version of a giving kiosk. Even some of the church management system platforms came up with their version.
Subsequently, the advent of iPads enabled churches to set up online giving stations in their lobbies, and eventually, giving platforms became integrated into church websites.
Then some innovators came along and introduced giving apps, which further accelerated the adoption of online giving. Now you could do it easily on your smartphone from anywhere.
The COVID-19 pandemic underscored, even more, the necessity of online giving as churches faced the challenge of limited in-person gatherings. Even churches that were questioning philosophically whether even to offer credit cards and online giving had to adapt.
Benefits and Drawbacks of Online Giving
Online giving offers numerous advantages for both givers and churches. For givers, it provides convenience, allowing them to set up recurring payments that align with their financial capabilities and desired giving intervals.
In a world where so much of our financial life is oriented toward setting up payments online, we can actually do that for our church as well. It gives us a way to intentionally set up our giving so that it occurs every single month (or whatever interval we desire) automatically. On the day we desire.
Our mortgage payments. Our cell phone bills. Other recurring monthly obligations. All online.
Why not do our church giving exactly the same way? So, if it happens that I am not in church for a couple of weeks, for whatever reason, my giving still occurs.
The automatic nature of online giving ensures consistent support, even when individuals are unable to attend church physically. From the church's perspective, online giving helps stabilize cash flow, providing a predictable monthly stream of donations.
However, the ease of online giving can lead to a potential pitfall where givers may overlook the spiritual significance of their contributions. It allows the giver to set up their giving as a recurring transaction online and never think about it again. The automatic feature is great. But think about this. The unintended effect is the "out of sight, out of mind" phenomenon. A lack of engagement in giving, which renders the whole process more transactional in nature.
And that’s a problem.
Addressing the Challenges of Online Giving
Fortunately, there is a way to address it. Don’t let it be out of sight, out of mind. Church leaders should call attention to online giving on a regular basis. Whether it is the person who is doing their online giving manually or whether they have set up a recurring payment. But especially if they set up a recurring payment.
At least twice a year, and I recommend first of the year and mid-year, spend time in your giving moment, calling attention to those set up for recurring online giving. Talk about the need for each person to periodically evaluate their online giving to make sure that ensure that it aligns with their income and giving goals, fostering a more intentional and spiritually transformative approach.
It’s not a hard thing for church leaders to do, but it is often ignored. And because it is ignored, church people end up not reevaluating it on a regular basis. The result is they are not engaged with their giving.
Transformational Giving: A Shift in Focus
Now, let me also say this, and I want to be clear.
In calling attention to recurring giving periodically, church leaders must recognize the temptation to present online giving as primarily advantageous to the church, a transactional perspective. Instead, the focus should shift toward the spiritual needs of givers, a transformational perspective.
Many churches inadvertently solely emphasize the financial benefits to the church rather than the transformative power of giving in the lives of individuals. The biblical perspective on giving highlights the flourishing of people spiritually as the primary objective. When givers experience this transformation, the church will receive all it needs to fulfill its God-given mission without financial limitation.
The transactional perspective is way too prevalent in the American church. I see it all the time. Most would agree that giving is an act of worship, a transformational experience for those who give to the church. All too often, though, the giving moment, that space in the worship service where we talk about the offering, looks and feels more like an announcement than a true act of worship. Both in the content of what is said and the placement in the service.
This necessitates a shift from a transactional to a transformational one within the American church.
The Apostle Paul spoke to this issue when writing to the church at Philippi to thank them for their support of his ministry. In Philippians 4:17, he says this, “Not that I seek the gift itself, but I seek for the profit which increases to your account.” This passage directly addresses the issue of primarily seeking the spiritual needs of our people, especially as their giving transforms them for God’s glory.
Our success measure should be more about engaging peoples’ hearts in a way that their giving transforms them. And not simply focusing on how much money the church is receiving from the people who give regularly.
In Conclusion
The convenience of online giving has revolutionized the way churches receive donations, providing a seamless and accessible method for supporters worldwide. However, church leaders must proactively address the potential pitfalls associated with this automated system. By regularly highlighting online giving and encouraging periodic evaluation, church leaders can foster intentionality and ensure that giving remains spiritually focused.
The emphasis should be on the transformational impact of giving, rather than solely on financial transactions. When churches promote a spiritually flourishing approach to giving, individuals and the church community will experience profound transformation and fulfillment of their God-given mission. And that should be our goal!
As always, I hope this is helpful. I love to talk about this topic in the church. So, if you want to continue the conversation, feel free to reach out to me at jim@generis.com.