These type of campaigns, sometimes conducted by congregations, are last ditch efforts made to alleviate catastrophic financial shortfalls that often are the result of year upon year of expenses exceeding income. They are an act of desperation. A hail mary pass.
The ELCA's magazine, The Lutheran, reports that “ELCA operating income ($72.3 million) for the fiscal year ending Jan. 31, 2014, was $2.9 million ahead of $69.4 million in expenses, but $4.1 million behind the previous year. Mission support — income from congregations through synods — stood at $48.8 million, $1.1 million below the previous year.
'We’ve come out of those years of steep decline, but we are still in a period of relative decline,' ELCA Treasurer Linda Norman said” (see here).
How interesting that a denomination that leads people away from God and His truth is hurting for money.