Cover Story: Faith-based Fundraising

One of the main reasons people turn to fundraisers is the expectation that they will develop and implement “better” modes of giving. Engaging new donors, although often a stated goal, receives secondary attention as long as more money is raised.

Inevitably, at the root of the quest to make fundraising as easy or painless as possible, one finds cynicism. The assumption is that people are either too lazy, too busy or too uncommitted to follow through. Similarly, the widespread practice of “indirect” giving — the golf tournament, the book of coupons, the raffle for a car — all proceed on the assumption that people are not naturally generous and will give only if there’s something in it for them.