Navigating the Path to Stewardship Growth (Part 4)

Recommendation #4: Clarify and Plan Messaging

The fourth blog in our Navigating the Path to Stewardship Growth series reinforces the need for clear and planned communications.  Survey responses around messaging ran the gamut, often indicating misalignment between effective strategies and the church’s stated goals. However, intentional messaging is key to building a culture of generosity.

Many leaders find it uncomfortable to talk about money. Moving past this discomfort requires having faith in

a) the blessed life promised to those who trust God with their finances,

b) the privilege that only living and growing things require resources, and c) the assurance that God will provide what is needed.

The following recommendations can help you develop a communication plan and suggest ways to position the messaging.

Clarify your terms.

Define concepts like tithe, stewardship and generosity. They mean different things to different people. People may easily misconstrue your messaging if you don’t clarify what you mean when you use them.

For example: For some, “tithing” means giving. They may think your tithing message doesn’t apply because they occasionally give random amounts or regularly give on Easter and Christmas.

Always position conversations about money within the context of stewardship.

Leaders have a God-given responsibility to address this vital subject. But it must be done effectively. Failure to talk about money may convey that God doesn’t care about one’s finances except when the church makes an appeal. Conversely, random messages of obligation may leave the impression that the church is “always” asking for money.

The only effective way to organically grow generosity is through the lens of stewardship and its promises and responsibilities.

Create a strategy for planned, targeted generosity messaging throughout the year.

Many churches reported communicating about generosity consistently only at specific times, such as during the offering moment, on holidays, or when promoting a financial class.

Communication must be intentional: The right message at the right time, across multiple channels, ministries and leaders. This doesn’t mean you’re talking about it every minute; it simply means it is planned and coordinated.

As previously stated, generosity should always be mentioned in the context of stewardship: God’s promises for our blessed life when we trust him with our resources.