Cover Story: Faith-based Fundraising

Secular magazine files
From time to time, the target your organization is trying to reach will not be readily fulfilled from either a donor file or a targeted faith-based subscriber file. In this situation, it is advisable to choose a lifestyle select (such as “religious donor” or “Bible/devotional reader”) from a major subscriber file. Say, for example, that a Christian organization is seeking to reach sports fans. In this case, find a sports magazine that has a Bible/devotional or religious overlay. Often, initial results will be marginal, but the lifetime value of such donors can be eye opening.