Pay As You Pray

Being part of a congregation community has gotten to be vey expensive. First there are the membership contributions (annual dues or voluntary tithing, it all amounts to the same thing), then there is the annual fundraising event, then there is the special program fundraiser, then there is the building/renovation/expansion/we-need-a-new-air-conditioner levy, and then finally there's the fees for the adult education programs. Did I say "finally"? Silly me, don't forget the youth programming or sports leagues, brotherhood/sisterhood, .... There really isn't an end to it.

In order to justify the high costs, many congregations try to focus on all the benefits made available to members. Those very same set of adult and youth programs, brotherhood/sisterhood/senior's friendship circle initiatives must be funded from somewhere, so the congregations focus on these. That's exactly where they fall into the same trap as so many others.

When congregations place their whole focus on the programs, events and benefits reserved for their members, their services become a consumer commodity. Consciously, or otherwise, members start to do a mental calculation: "I receive X Sabbath and Holiday services, Y adult programs and Z Youth events.... How much am I paying again?" They very quickly come to realize that they can receive some of these programs at other locations for less, and either become perturbed with their costs or may even leave altogether.

When congregations turn programs into consumer commodities, they always lose because Walmart and Costco will always be cheaper.

So what's to do? Have you ever noticed how some of the very small congregations receive some of the biggest gifts? Have you seen how some of them become very big rather quickly? How do they do it?

Here's the secret: don't focus on that which has a calculable value, focus on that which is priceless. The most successful congregations give their membership a sense of passion, motivation and engagement - all of which are invaluable. And if you cannot put a price tag on something, then no matter how much you pay, it arguably still isn't enough. Moreover, the members will pay happily.

Think about how much people are willing to pay for experiences rather than things. Even when they pay for things, they will pay much more for a thing that has an emotion or feeling attached to it (as evidenced by virtually all advertising and marketing - try googling "Feeling 7UP" or "Have a Coke and a smile").

If our congregations are not constantly challenging us to be better people, to improve our ways and to be a more engaged, passionate member of our community, then who is? And as a bonus, your fundraising will benefit tremendously.

What do you think?

Let's talk,

Mordechai (Marc) Bookbinder, Hon BA, MSW

Simplicity Consulting

www.simplicityconsult.com

Simplicity: Because jargon doesn't produce results