Southrop was the first church I visited where there was a little machine on prominent display whereby you could simply swipe your mobile and thus make a default donation of ¢G5, I saw this at several Gloucesterhire churches and recently at one or two outside this area. While Diana and I were at Southrop a young couple came in, They had just “popped in” from the hotel across the road to have a look. In my usual importunate way, I pointed out the highlights, especially the font, on the grounds that there is little point in popping in if you haven’t a clue what you are looking at. I suppose they were there less than ten minutes. As they left the young man swiped his phone across the terminal as casually as adjusting his collar.
There are two lessons from this. Firstly, too few churches make it easy to donate. A friend with whom I often visit churches is a generous donor. In fact, she upped my own game, I am slightly embarrassed to say. She always want to gift aid but invariably has to ask a churchwarden or vicar - who are rarely there, of course - where to find the envelopes. Worse still, it can sometimes be hard to find where to leave cash donations. Wall safes, ridiculously, are often Victorian and designed for a time when a slot for a penny would have been enough! Or you are expected to leave cash on a plate where any casual visitor could steal it.
When I studied marketing (you can only imagine my limitless skillset ;-) I learned many valuable lessons. One was “Always be prepared to receive a customer’s money and take it in whatever form they offer it”. Cash is no longer the answer. Even myself I am often short of cash or need it for car parks. Many young people hardly carry any especially since Covid-19. The machines I saw at Southrop are definitely the way to go and it leads me to my second lesson, (from the Gospel according to Lionel Chapter 1 Verse 2):
That ¢G5 default donation set an expectation level. Digressing, I am always a bit miffed when out with a dining group of which Diana and I are members at the miserably small tips some people leave. No matter how many times we gently suggest that 10% is the norm and really helps serving staff often on the national minimum wage, there are those who think it is ridiculously generous or who penalise the waiting staff for something beyond their control. Cue much sleight of hand to deposit a measly pound or two on the tip plate. This is not the place for debating the morality of the tipping culture but the point I am coming to is that most church visitors have no idea what represents an adequate donation to reflect the needs of the church they have enjoyed, That ¢G5 default (you are able to change it, I believe) sets an expectation level and makes it easy to reach that expectation. Or at least to make someone think a bit harder about leaving without making any donation at all.
Many cathedrals are now rather good at extracting hefty “voluntary” donations. Parish churches don’t have the facilities to do that but they could do so much more to help themselves, Most people, believe me, think that churches are somehow funded by “The Church” that has limitless funds. When the reverse, in fact , is true.
Here endeth the lesson.
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