You may think that your church doesn’t need to worry about ROI – or return on investment – when you start planning a capital campaign. Yet, in the business world, ROI is an integral part of every decision.

Would a bakery owner decide to sell cupcakes if she knows that her customers won’t buy them? Will a farmer plant wheat if it costs him more to grow and harvest it than he can earn when he sells it?

Return on investment matters. In fact, guess what is one of the safest, highest-yielding investment vehicles available today? It’s a capital campaign.

Today’s younger donors are business savvy. They want to know if your church’s capital campaign will be a good investment. To answer this question, you need to understand your church’s demographic and determine if a capital campaign will provide you with a good ROI.

Ten years ago, I met with a church located in an aging neighborhood. The majority of the current members were older. In order to attract younger members, the church wanted to invest $1 million to update and modernize its sanctuary.

I walked away from this church. Why? They didn’t understand that you are unable to create a return on investment if your customers won’t buy your product. The church wouldn’t be able to pull in a younger audience because younger people didn’t live in their neighborhood.

I checked on that church recently. They ended up spending $2 million redoing their sanctuary. They have shown no increase in younger membership.

As you plan your capital campaign, think about your current members and the demographics of your neighborhood. What should you “sell” in order to earn the highest return on your capital campaign investment?

To talk more about ROI and planning a successful capital campaign for your church, please email or call Church Campaign Services at 888.558.6873.