First of two parts

"Cast a vision." Sounds like a broken record from a church growth conference. But Keith Hamilton says spreading a vision of giving is essential for churches that want to avoid offering slumps.

A lack of visionary leadership and the perception that the church isn't making a difference can lead to lower offerings, especially among younger adults, says the director of church financial services for the Georgia Baptist Convention.

"The older generation will still give, because that's who they are," Hamilton says. "But I would say people in their 40s and below will not give to the church unless they perceive it as making a difference."

Giving vision

The vision to make a difference in the community must be something that members not only talk about but that is reflected in the church budget, he says.

According to Hamilton, this may require some work. A typical church budget doesn't reflect a church's vision. Instead, he says it often includes items that have been carried over year-to-year, out of tradition or habit, but which no longer reflect present-day needs or goals for impacting the community.

Steve McSwain agrees with Hamilton that a clear vision is necessary to maintain healthy cash flow. As senior vice president at Cargill Associates, a Dallas-based fund raising firm, McSwain says when a congregation loses its sense of purpose or destiny, a giving slump will follow. And, he says, that purpose must be positive and biblical.

Soon after the release of McSwain's new book, "The Giving Myths," a friend told him that he enjoyed it and shared how it contradicted his pastor's advice the previous Sunday.

The friend's pastor told his members they would either tithe willingly or God would get it anyway by causing their car to break down or putting them in the hospital.

"That's an atrocious way of teaching giving," says McSwain. "It's totally contrary to what Paul taught about giving willingly."

Giving out of gratitude rather than obligation is a vision for church giving that's based on solid biblical theology. That's just the sort of teaching Aubrey Malphurs, who consults with four to six churches a year, says will improve the giving picture.

"The worst way to encourage giving is to beat on people or get them to give out of guilt," Malphurs says, echoing McSwain.

He says once people get excited about that vision, they will give to support it. Generosity starts with a biblical theology of stewardship, he says. He reviews this in depth in his book "Money Matters in Church."

Building vision

Malphurs, who is also a professor at Dallas Theological Seminary, co-authored the book on money as a "Practical Guide for Leaders."

"The average seminary graduate doesn't have a clue when it comes to finances," says Aubrey. Of course, when pastors are battling a financial slump, it is easy to resort to whatever tactics they think will help raise offerings. That's because so few understand financial stewardship, says Malphurs.

"They feel awkward when it comes to asking people for money," he says. That may explain in part why "very few of our churches are raising what they could be."

The vision for giving, then, must begin with education. Malphurs recommends implementing a church-wide stewardship ministry and supporting it through teaching about giving during sermons, Sunday school classes and small groups.

The ministry can direct capital campaigns, schedule financial seminars, offer counseling for people struggling with debt, encourage people to include the church in their wills and produce regular financial reports.

Creating a continuing emphasis

McSwain favors making stewardship a year-round emphasis. By relegating it to a once-a-year sermon near the end of the current year or the first of a new year, the former pastor says churches have created a conditioned response.

"They gear up to not pay attention," McSwain says of a predictable annual lecture on tithing. "Continuing stewardship education promotes expectation and breaks out of the annual, year-end promotion stuff. It encourages giving throughout the year."

While Malphurs agrees that a year-round emphasis is good, he also cautions ministers about preaching on giving too much. That can also turn off potential tithers.

"Research suggests doing it around the first of the year and do it for a month," he says. Other teaching throughout the year should come through classes and groups.

For additional guidance on preparing year-round giving programs, McSwain recommends two books, "Creating Congregations of Generous People" by Michael Durall; and "44 Ways to Expand the Financial Base of Your Congregation" by Lyle Schaller.

Ask for input

Once congregations are educated about giving will they simply become more generous? Hopefully. But churches can foster that benevolent spirit in practical ways, too.

First, McSwain suggests churches encourage healthy participation in formulating a church's budget. Too often a small group of people determine what areas of the budget will be funded, or reduced, which he says can create mistrust and reduce offerings.

"Let all kinds of groups have input," the former pastor says. "Go through a discernment process. Decide how you're going to express the church's ministry and how you're going to make that happen. It will help people feel more loyalty to support the budget."

Report on progress

McSwain also advises churches to dispense with traditional financial reports. Numerous congregations distribute detailed financial reports listing all accounts and subcategories when in truth most people don't care about all that information, he says.

While it may be difficult to dispense with those reports if they are accepted church practice, the consultant says it is more important to offer tangible demonstrations or reports about what members' giving accomplishes.

This can include praising members for providing the funds to install new carpeting in the nursery, other building improvements, annual mission trips, or even thanking them for helping pay winter utility bills, which usually peak for the year during that season.

"It's an affirmation of their support throughout the year," McSwain says.