Few clergy I know enjoy planning for and conducting the parish annual meeting. Holding elections, hearing reports, and presenting the budget to the membership feel like functions so unrelated to “real” parish ministry. Often the whole affair usually gets met with dread.
However, the annual meeting can become a time to celebrate our life and ministry together. We hear of the wonderful work our ministries have done in the past year. We speak about our dreams for the life and work of the parish in the coming year. Many parishes offer a meal to go along with the event, trusting in the wisdom of “feed them and they will come.” Not surprisingly, that works most of the time.
When it comes to the money talk, this is often where clergy and treasurers reach their anxiety limit.
The anxiety comes from fear of saying the wrong things about giving and the vestry approved budget. Why not see the annual meeting as an unsurpassed opportunity to talk about mission and giving?
Over the years, one of the best practices I have seen in reporting church finances starts with reframing our perception of the budget. Most people— especially clergy—do not like the word “budget.” Then stop using it. Seriously.
During my time in the Diocese of Upper South Carolina, the bishop at that time, the Rt. Rev. Dorsey F. Henderson, Jr., stopped calling our diocesan budget a “budget” and started calling it a “financial statement of mission.” This word change is not merely semantics. It is a firm a reminder of what it is we are about as a Church—a diocese, a congregation, or even a diocesan institution. It helps “keep the main thing, the main thing.”
“Financial Statement of Mission” holds within itself a sense of, well, mission!
Using “financial statement of mission” instead of “budget” says to all: “Here is our mission plan for the financial resources you will entrust to us this coming year.” From that stance, you invite people into partnership with your mission. Not everybody can work on the front lines of mission, whatever that mission may be. However, each one of us can partner with those who do: by prayer; by keeping informed of the work and ministry successes accomplished; and by financially supporting the mission. When you see yourself as a partner, no gift is too small to support the mission—or too large!
You see, all of us have a ministry of giving: All of us. And yet, many of us have not heard enough inspiring stories of life transformation to give generously—or meaningfully, or proportionally—to foster the life changing work that our churches do. As a result, people give to other organizations. Some are non-for-profits doing good work. Some of the other organizations who receive our generosity are the cable company, the cell phone company, the country club or athletic club, the credit card company, etc. They tell a story of our consumption of goods and services for the previous month (or months or even years). Some things we spend money on are absolutely necessary; others, more discretionary.
We all have discretionary money to give away. We either give it away, or spend it on ourselves. In our time at the annual meeting, we must show how people’s giving to our church changes lives! Let us inspire people’s generosity by showing that their giving equals lives transformed. Our giving fosters baptismal living, so people can grow, day by day, more like Jesus Christ.
The annual meeting is also the time most treasurers report on the recently conducted pledge drive. This also can produce anxiety, especially if the annual appeal fell short of certain “pledge goals.” One of the things many, if not most, clergy and treasurers reveal at the annual meeting is the “average” pledge.
Nothing kills generous giving like talking about the average pledge. Why is that?
In many of his books on understanding influence, and how it affects people’s decision-making, Robert Cialdini, Ph.D., says that publishing an “average pledge” often creates a “magnetic middle.” By that he means, stating an average benchmark can create an artificial ceiling on giving for some people who could easily give far, far more than they do. It can create a sort of a long-term goal for others who give below (sometimes far below) the “average,” but have no real sense of urgency to get there. Because it is an average, they realize some people give above that. So they might rationalize, “I’ll give more when I get more,” not realizing that it is our faithfulness with what we have already been given that the Master wants to hear about (Matt. 25:14-30).
Adding median pledge—the middle pledge of your total number of pledges—does not actually clarify much and confuses others. Rather than report only an average pledge and median pledge, I suggest you report multiple medians and averages across several ranges.
By broadening the ranges, you reveal the true nature of giving in the parish.
Such a report fits easily into a graphic that I have adapted from the “giving pyramid” used widely in the not-for-profit world; use this pyramid to reveal the ranges people estimate their giving.

In addition to the average pledge and median pledge of your total number of pledges, I suggest stating the average and median pledges of the following ranges: the top 20% of pledges; the next 30% of pledges; the base 50% of pledges. Show your people the wide range of financial giving that exists in your parish–it’s far more revealing than an “average pledge.”
Also, to disclose the fullest possible picture of giving in your church, be sure to state the total amount given the previous year by givers of record who did NOT pledge. If that is a significant amount, you might repeat the ranges above on that data. At minimum, show average giving and median giving by non-pledging givers of record. Remind people there is no way to predict what non-pledge giving will be in the current year. Still, it is revealing to know what non-pledge giving was in the past year.
Lastly, as best as you can determine, state the number of active households in the parish that are not givers of record—people who may give cash, but you do not know if they do or not.
When we use only an “average” pledge, people often assume that everybody in the church is giving about that much, when nothing could be further than the truth.
The truth about giving that the “average pledge” hides is that some people are giving far above the average pledge, while other active member households are not giving anything at all. Other people fall somewhere between. Remember, half will obviously below the median pledge. Be prepared: It will shock some parishioners to learn that there are people in the church who give no money (that we know of) to financially support your mission—the false assumption created by only using an “average pledge.” Of course, all these data are given anonymously–just to be clear!
Also, beware of assuming that the biggest pledges represent tithing, while the smallest pledges do not. Some smaller pledges may , in fact, be tithes of lower, fixed incomes. For example, my parents were tithers—I learned to tithe from them. At the end of their lives, living on Social Security, basically, they still were giving 20% of their “fixed income” to their church. While we were growing up, my parents were among the highest givers in their church because they tithed, while others who earned multiple times more than they did gave very little.
The point of sharing pledge data in this way is to pull back the curtain of falsehood regarding the average pledge and reveal the wide range of giving that truly exists among the members of your church.
The bad news: You will no doubt surprise you at how low the average and median pledges are in the base 50% of giving. The good news: When seen in the light of these multiple ranges, some people who might have thought their giving was “enough” will see differently and might raise their pledge. Most people do not want to see themselves as “average” or “below average.” Which begs the question: In what area of our Christian life is it acceptable to be “average”? Does God call us to “average” giving?
Also, remind people that one can make or modify an “estimate of giving” (a pledge) at any time of the year, not just at “pledge time.” Providing this opportunity helps move our practice of stewardship to a year-round rather than annual basis.
One of the most important aspects of talking about money this way is the chance to offer a new question to your members. Say something like this: “What is the question you ask yourself before making your estimate of giving (pledge)? Is it: ‘What is my fair share?’ or ‘What does the church need from us this year?’ or ‘What can I afford to give?’ Why not try a new question.
“Before you complete your pledge, ask yourself this: ‘What is God calling me to give as a percentage of my gross income in response to all that God has given me, and in gratitude for God’s presence and blessings in my life?’ This makes our giving to God a priority, rather than an afterthought.”
You see, answering this question requires deep contemplation. It requires prayer. It even requires a little bit of math. Nevertheless, answering it honestly will begin a journey toward generous, joyful giving, toward tithing (giving one-tenth of one’s total income) and even giving beyond a tithe.
For each one of us has been made in the image of a giving, generous, and creating God. God has endowed us with life, gifts and talents, and creativity.
God expects us to use these gifts in a giving, generous, and creative way, to further God’s work in the world about us. All of us have a ministry of giving. All of us.
Maybe, just maybe the way we speak about money at the annual meeting might give some of our members pause to think about what and why they give. Maybe we can inspire some people to begin a journey toward generous giving of time, talent, and financial resources that will further your parish in its life changing, life-transforming mission.
Wouldn’t that be the most unexpected outcome of your annual meeting?









