When you talk about money in a secular environment i.e.
the outside world, people's eyes light up and you have their attention. When you speak about money in the Church people get uncomfortable and uneasy. I am sure you have heard people say 'The Church is only interested in money'.
Now although I don’t agree with the emphasis and doctrine of some churches or ministers with regards to money and prosperity etc I believe the problem the unbeliever, and sadly many professing Christians have is that they cannot serve two masters (and they love money). So ministry that challenges them to part with their money is not well received.