Why You Should Know the Retention Rate of Financial Givers

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By David Thoroughman

I was recently talking with a pastor at a multisite church about the stagnant growth he was experiencing at one particular campus. The church (in general) is experiencing great attendance and giving growth across many of their campuses, with only a couple that were lagging.  After asking a series of questions and learning about the ministry, I asked him: “What is your retention rate of your givers?”

In all honesty, he had never seen the value of measuring retention. We proceeded to have a great dialog on the subject, the main points of which I summarize in what follows in order to share the basic idea and the value of measuring retention across a church’s constituency base. I also suggest an idea below to help you measure your church’s retention.

At MortarStone, we think of retention as an efficiency index. The higher the retention rate, the quicker and more efficient you grow. For example, every church has a “front door” and a “back door.”  No matter how many people you have coming in the front door, if people are leaving just as quickly out the back door, you won’t see any net growth. The concept of measuring new people and comparing that number to those who were attending or stopped giving is a measurement of retention.

So, why is retention important?  For starters, the process of retaining your givers is a measurement of your assimilation process.  If people are plugged-in then it is safe to assume they will keep coming back.

The bottom line, churches that are intentional about engaging, stewarding and assimilating their people grow more efficiently.

Translation: High Retention = High Growth

To put retention in the context of a business, healthy (and profitable) businesses are those that retain their customers. Businesses invest heavily in attracting new customers, and it’s vital they return. The church’s business is reaching, leading and growing disciples.  If you are seeing new faces, that is great and worthy of celebration. However, if the “old faces” are not sticking around that can be an indicator of a problem that needs to be addressed.

That is why there is great value for church leadership in knowing your retention rate across various segments of your attendees.

Developing and analyzing such metrics takes time and resources, but this is where we  can help. For starters, we have a free report titled How Can Big Data Increase Generosity in Your Church? 13 Vital Benchmarks to Assess Giving Potential, that will show you what the norm is based on $1.5 Billion of personal church giving. But we can take you one step further – for a limited time, we are providing readers an “Easy Button” to purchase a full health assessment of your church for only $299.

This assessment uses your church’s data, and will help you to unlock the potential giving of your congregation.

In closing, I think it is fair to say double-digit, year-over-year church growth is something we all desire. Our calling as pastors is to see our churches grow in people and generosity. Whether you are a church planting model or multisite strategy church, growth is healthy and the greater the growth, the greater the impact our ministries will have on our communities.

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