In my experience working with churches on capital campaigns it seems no one likes to have debt at not-for-profit ministries. This is especially true in churches. The best response is to put debt into context. If it is possible to combine some capital or program expansion with debt reduction it often makes giving to debt mor palitable. The focus should not be on the debt itself but what will be possible to do as a result of reducing the debt. Will you be able to increase programming? You must cast a vision for the future. That is what people respond to. Also you need to focus more on biblical stewardship than on debt.
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I have been asked to assist a church with information and ideas re: to have a special drive for debt reduction. I am assuming other churches have done so and thus would like some samples of what they have used to inspire their members to give. Looking forward to hearing from you.