I agree with AMumInScotland. Finance has to be talked about and regularly because people's circumstances change (many times for the better, though it may turn the other way in this economic climate) and people forget to look at their giving and adjust accordingly. They get a pay-rise but never think to increase their giving. That's only for starters: looking at one's giving doesn't seem to be a priority.
I'm in one of the poorest dioceses in the country - poor as in income, and poor in giving. On average people here give less than the national average: which is approx £5 per week.
Nationally giving is running at 84p per week on average for those simply putting money in the collection plate; an average of £5.08 not adding on Gift Aid from those who give via an envelope planned giving scheme; and an average of £14.50 per week from those who give planned and proportionate giving via standing order. This last group is only a tenth of the givers, but they are giving approx a third of the church's income-from-giving. The first group who are giving the least - 84p on average - accounts for 40% of people giving to the church. Giving a £1 is very often the case, and quite clearly this is giving that is neither prioritised, prayerful or proportionate, nor sacrificial: it amounts to spare change.
Obviously there will be some people, for whom £1 is as much as they can really afford, but this will be an absolute minimum of people who are in that situation. That £5 average is mostly only reached because a few people pitch in way above that figure and bring the average up. I know this to be the case as I've seen figures. Considering the outgoings of most households, giving to the church comes bottom, not the top or even the middle of people's agendas.
Our stewardship campaign letter (which I've mislaid) had a helpful table that showed that if you were earning x amount (pensioner, £15,000, £20,000, £30,000 etc) if you just put an extra 50p, £1, and so on according to your means, in your giving, the church would be able to not only pay its parish share easily but be financially secure in many other ways.
It costs £3 for a coffee at Costa, but many people give less than that to sustain the ministry of the church. If at all possible, I think people should look at the possibilities of half-tithing, giving 5% of their income after tax.