Ron Sellers is the President of Grey Matter Research and Consulting. Grey Matter exists with “a passion for research that makes a difference,” serving both Christian and secular organizations to better understand donors and help them make good decisions. In partnership with BBS & Associates, Grey Matter recently released a study on lapsed donors with the goal of helping organizations re-engage them and preventing future lapses in giving.
Which of the following is true about ministry donors who lapse in their giving?
A. Most are well aware their giving to that ministry has lapsed
B. A majority have been forced to reduce or stop their giving for financial reasons
C. Nearly half also have a significant complaint about their experience with that ministry
D. All of the above
E. None of the above
The answer may surprise you. The answer is E – none of these three statements is true.
Grey Matter Research partnered with BBS & Associates for an in-depth study of lapsed donors to nearly 30 different ministries, covering relief and development, evangelism, media, education, public policy, and more. We found wide diversity among lapsed donors (those who had not given a gift for 13 – 24 months). Our new Lapsed Ministry Donor Research Report reveals the truth about people who stop giving. If you’re not yet convinced to read the report, let’s briefly examine options A – C in our quiz above.
Myth 1: Donors are aware their giving has lapsed
Most are well aware their giving to that ministry has lapsed – false. On one side of the spectrum, 18% of lapsed donors don’t even remember having given in the first place. On the opposite side, 25% are certain they have given in the last 12 months, and another 25% think they probably have. Just a third of all lapsed donors recognize they are lapsed donors.
Myth 2: Financial hardship is the primary reason for lapsed giving
A majority have been forced to reduce or stop their giving for financial reasons – false. This is an excuse donors often give in order to help justify their decision, but the reality is that three out of four lapsed donors admit their total giving outside of church has either remained steady or actually increased over the past two years. Most have not reduced their overall giving – just their giving to that particular ministry.
Myth 3: Lapsed donors have complaints about the ministry
Nearly half also have a significant complaint about their experience with that ministry – false. We asked lapsed donors to rate their satisfaction with the ministry in 21 different areas, from whether the ministry thanked them appropriately to how well they do informing donors how their money was spent. Just 9% of all lapsed donors were completely dissatisfied with the ministry in even one of the 21 areas. In fact, 46% were completely or mostly satisfied with the ministry in every one of the 21 areas we explored – yet they haven’t given in over a year. Most donors don’t lapse because they are upset. So why do they lapse?
There are many reasons – all of which are covered in-depth in our new study. Don’t miss the new Lapsed Ministry Donor Research Report, from Grey Matter Research and BBS & Associates. As always, if we can be of service through custom research (as we have been with scores of ministries, charities, denominations, consultants, and agencies), reach out to Grey Matter and we can discuss how we might be of service to you.
Ron Sellers
President of Grey Matter Research & Consulting
Partnering Study with BBS & Associates
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Here at MortarStone, we love hearing from a leader like Ron on how we can all work together to further the Church and God’s kingdom!
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