By Cynthia Woolever
About half of American worshipers regularly give 5% or more of their net income to their congregation. However, this statistic obsures important differences by denomination and faith group. Two out of three worshipers in conservative Protestant churches give at this level. Only half (52%) of mainline Protestant worshipers give at the 5%-or-more level. Worshipers in Catholic parishes are the least likely to regularly give 5% or more (only 36% do). An astounding 44% of conservative Protestant worshipers give 10% or more to their local church.
The top five major influences on worshiper giving. Worshipers rated the extent to which 10 factors influence their decision to give to their congregation. The most important is gratitude. About half said they give to the congregation because they feel a sense of gratitude for God's love and goodness (49% said this is a "major influence" on giving decisions). Their financial gifts reflect a reactive response—one that arises from their gratitude. More than on in three worshipers say they give to support God's work in the world. This second reason relfects a more proactive response—a desire to make a difference. The third most important influence—giving out of a sense of duty—motivates giving to the congregation for about one in three worshipers. The fourth most important influence rests on the church's teaching that the Bible instructs believers to support their congregation—described as a "major influence" by one in four worshipers. Finally, the last major influence in the top five is a sense of obligation to support the work of their local congregation.
Five Factors with the Most Influence on Worshipers' Giving
| A “major influence” on giving decisions: |
Worshipers in Random Sample |
Worshipers in Presbyterian Churches |
|---|---|---|
| A sense of gratitude for God’s love and goodness |
49% | 49% |
| Wanting to contribute to God’s work | 38% | 36% |
| A sense of religious duty to give | 36% | 33% |
| The Bible’s teaching on giving | 28% | 21% |
|
A sense of obligation |
27% | 26% |
Worshipers in a random sample of Presbyterian congregations cite the same five factors as most influencing their decisions to give to their church. However, Presbyterian worshipers are slightly less likely to point to the Bible's teaching on giving than worshipers in the national random sample of congregations. Hearing about specific needs (23%) is important to Presbyterian worshipers and would be included in their top five factors.
Other major influences on worshiper giving. The remaining five factors rated by worshipers are less important in their motivations for giving. While worshipers—in all congregations and in Presbyterian churches say "hearing about specific needs" influences their financial decision-making (23% in both samples), worshipers in general say two other factors are more important than this one—the Bible's teaching and a sense of obligation to support the local work.
The seventh most influencial factor is a sense of gratitude for the help that the worshiper and his or her family receives from their involvement—about one in five worshipers said this was a major influence.
Very few worshipers rated the last two factors as major influences on congregational giving—the congregation's or leader's urging to give and possible tax benefits.
Less Important Factors Influencing Worshipers' Giving
| A “major influence” on giving decisions: |
Worshipers in Random Sample |
Worshipers in Presbyterian Churches |
|---|---|---|
| Hearing about specific needs | 23% | 23% |
| A sense of gratitude for help my family or I have received here |
21% | 18% |
| Habit or custom | 12% | 10% |
| The congregation’s or the leader’s urging to give |
6% | 4% |
| The tax benefits I receive for my contributions |
2% | 2% |
How can leaders help worshipers with their financial giving?
First, worshipers want to know how their contributions make a difference. Congregational leaders should highlight the specifc ways that worshipers' financial gifts are changing lives in the congregation and the community. The emphasis should be on ministry rather than on supporting programs.
Second, leaders can help worshipers become percentage givers. Currently, only about 14% of worshipers said they decide how much to give based on a percentage of their income. In a national study of giving, researchers found that worshipers in "percentage-giving churches" contribute three times more dollars than worshipers in congregations that ask for offerings in dollar amounts.[i] In percentage-giving churches worshipers are asked, "What percentage of your income do you feel God is calling you to give?" This question is consistent with the Bible's instructions about giving.
Create an easy way for worshipers to calculate how the dollar amoun they currently give translates into a percentage of their income. Then, encourage them to increase their giving by 1% or more in the coming year.
Third, only a very small percentage of worshipers report that the urging of the congregation or leader is a major influence on their financial decision-making. Is this because it rarely happens? Congregational leaders can emphasize that financial giving is a spiritual matter—an opportunity to express gratitude to God and contribute to God's work.
[i] Dean Hoge, Charles Zech, Patrick McNamara, and Michael J. Donahue, Money Matters (Louisville: Westminster John Knox, 1996)
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