I recently updated our page about money. I tried to be as honest as I could about what the church needs, and how we might talk about it.
I'm convinced that churches can be the best local distributors of services to the indigent, the mentally ill, and the undocumented. I think, however, the theology gets in the way for most people.
One Atheist argued with me that the church is a money making institution. I admit, sometimes I wish it were. But that's not the experience of most churches, which struggle just to keep their buildings safe.