They have more to gain by concentrating on the large churches which is still their stated strategy. Only once they have pulled in a high level of these, would there be an incentive to branch out wider with the much lower ARPC and higher overheads. I think the product is already largely self service but the company has a sales force to reach the large churches.
Look at the map of the USA and where their customers are based. There is still a lot of opportunity in states with just a low uptake.
There may be better opportunity in aligning the product with a wider range of charities (their new campaign function should be directly applicable) rather than chasing small customers.
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