Digital Trends Research Project
by John Mark Willcox, Director of Development
Key Takeaways to Improve Results at Your Parish!
Nic Prenger of the Prenger Solutions Group, in partnership with eCatholic, surveyed 188 parishes in January of 2019. The sample size included parishes from across the country, both large and small. Prenger was kind enough to share the eye-opening results.
1. Parishes should engage their parishioners on Facebook:
a. Parishes that are active on Facebook boasted an average household giving that was 6.4% higher than parishes that aren’t on Facebook.
b. Parishes that posted on Facebook at least once a day reported average household giving 44% higher than parishes who posted less than once a day.
c. Parishes with a high percentage of parishioner “followers” (measured as at least one follower per registered household) reported an average offertory increase of 10% from 2017 to 2018. All other parishes in the study reported a 1% decline, on average.
2. Parishes should promote online giving
a. Parishes saw growth in online giving (defined as a 10% or more increase in online giving from 2017 to 2018) saw their total offertory increase by an average of 9%.
b. Parishes that did not make a leap in online giving saw their offertory decline by an average of 2%.
c. Analysis: The data shows that we aren’t just transitioning donors from one method to the other. Online giving is helping parishes to raise more money overall.
3. The value of an email address:
a. Parishes with fewer than 30% of their parishioners’ emails on file reported annual, per-household giving of $589.
b. Parishes with between 30% – 70% of their parishioners’ emails on file reported annual, per-household giving of $597.
c. Parishes with more than 70% of their parishioners’ emails on file reported annual, per-household giving of $716.
4. The value of sending a regular e-newsletter
a. Parishes that sent a weekly, monthly or quarterly e-newsletter saw a 4% increase in 2018 offertory.
b. Parishes that did not send an e-newsletter saw a 1% decline in 2018 offertory.
Feel free to take this information and adapt your digital giving program where you worship so that your parish can enjoy these new forms of Stewardship! •