The outpouring of generosity to organizations providing assistance in Haiti is inspiring. People across all generations seem to have some knowledge of this devastating earthquake. Some organizations are wondering how this apparent mass appeal of providing relief and recovery to Haitians is going to impact giving to their charitable cause. Typically, our collective attention span for disaster response is relatively short. Media sources will confirm this opinion. Charities that are involved in the long-term relief efforts of a disaster state that they must raise most of their funds for this relief effort during the earlier stages of the disaster rescue. So, its long-term impact may not be great.

However, our financial generosity has caused me to reflect on a couple of questions.

In the immediacy of this natural disaster, people are highly motivated to give to this effort. In fact, they may make some value judgments about organizations based on the charity’s link to providing disaster response in Haiti. So, question #1: Has your organization provided a means for people to contribute to the disaster response effort in Haiti? If so, consider how many different opportunities and methods of giving have been offered. More methods and opportunities to give (like donating supplies, contributing money, volunteering, praying, etc.) will lead to a perceived greater connection between your organization and involvement in grassroots ministry. This connection will result in a positive attitude about your organization and a desire to support it.

The first question may be very obvious and will probably meet with minimal resistance from leaders. Now let’s consider the second question. Question #2: Is it easy for people to contribute financially to the ministry of your local church? Your first response may be an immediate, "Yes." In fact, you may think that I’m asking a senseless question.

"Of course, it is easy to give," you say. "We pass the offering plate every week."

Every person who attends worship can place cash or a check in the offering plate. How much easier could it be? Let’s take a closer look!

Ease in giving is one of the major factors donors site as a reason that impacts their decision whether or not to contribute to a charity. In recent weeks, the disparity between the ease of giving to the local church vs. the ease of giving to other charities rarely has been greater. The major giving phenomena that we have witnessed in response to the earthquake in Haiti – namely, millions of dollars being given in $10 increments by sending a text message – is a poignant example of this divergence between traditional methods of giving in the church and innovative fund development in the charitable community.

Placing a contribution in the offering plate requires one to attend worship. Some studies suggest that even regular worship attendees only worship one out of two or one out of three weeks in their home church. Sadly, as the pressure of consumerism seeps into the church, a fee-for-service attitude has developed among church attendees. Thus, worshippers are likely to contribute cash or checks primarily on those days when they attend a worship service – when they receive a benefit like worship, Sunday school, fellowship time, children’s ministry, and other programs. If they do not attend worship, they perceive that they have not received a benefit and, therefore, feel less compelled to contribute. Aside from this attitude, it is more difficult to contribute if one is not present for worship. It may require mailing a check to the church office or remembering to make up the contribution on a subsequent week when one does attend worship. Fewer and fewer people are willing to make this effort. If they are to contribute regularly, younger baby boomers and all generations to follow look for easier methods of giving. Electronic fund transfer is one of those methods. Giving kiosks is another.

This ease of giving is not just limited to weekly contributions. How easy is it for people to contribute a major gift? No one is likely to place their stock certificate in the offering plate. Few people even have stock certificates in their possession. Assets are held electronically and transferred electronically. If a person desired to contribute their annual gift by transferring a security, does a well-defined process exist? Is this opportunity promoted regularly?

Finally, remember that annual giving is typically a financial contribution from donors’ earned income, not form their assets. Thus, in addition to providing easy methods for people to make an annual contribution, leaders must also convey the range of giving opportunities that draw upon people’s assets. Life income gifts, major gifts, and bequests are some examples of these giving opportunities.

Has your organization provided a means for people to contribute to the disaster response effort in Haiti? Is it easy for people to contribute financially to the ministry of your local church? If you answered, "Yes," to both questions, then you are well on your way to encouraging faithful people to lead generous lives and to having the financial resources to further your ministry vision. 

If you have engaged in an innovative response to the earthquake in Haiti or if you have developed some easy methods of giving, then I encourage you to place a comment on my Facebook wall so others may learn from your examples.