Holidays are a time when time is short, to-do lists are long, and the emphasis around spending is at an all-time high. In addition to shopping, November and December mark the highest period of donations for most churches and non-profit organizations. But if we’re not adapting with the changing needs of givers, churches run the risk of missing out on major gifts.
Online shopping and on-the-go money management have sparked a demand for quicker and easier payment methods. Christmas shopping can be done in one click thanks to Amazon–and even have it delivered that week. Some of our purchases this season will be made without a card entirely as a result of ApplePay. In fact, unless we’re buying coffee at the corner cafe or tipping the barista, why even carry cash at all.
These same online shoppers and one-click buyers are also sitting in our churches on Sunday mornings. Since money behaviors are quickly changing, the technology to capture it all is also changing faster than ever. A study done in January of 2014 revealed something incredibly alarming: The average attention span in 2013 was just 8 seconds. Not even long enough to pull out your credit card.
Taking these evolving needs into account, here are 5 ways you can maximize giving opportunities for your year-end campaign:
- Giving should take less than 30 seconds.
Many people will give more (or will begin to give) if they can do it from their phone and in 10 seconds. Studies show that 85 percent of users abandon mobile giving attempts if the process takes longer than 30 seconds. The average experience for e-giving can take up to three minutes or more. If a donation can be made in 10 seconds and on a phone, churches are able to capture spontaneous givers, many of which include millennials.
- Security is most important.
Security breaches should be reserved for Fortune 500’s, not your church. You want to ensure your congregation’s absolute confidentiality when they are offering you their financial information. Make sure credit card details are kept and stored securely and are encrypted.
