Cover Story: Faith-based Fundraising

This is not just pious rhetoric: We’re talking about fundamental attitudes which, if taken seriously, will turn conventional fundraising on its head. In brief, the religious fundraiser will focus less on how to get people to give (usually under the rubric of “motivating” donors) and more on why to give. They generally will have the advantage of working with lifelong givers — people for whom regular and generous giving already is a habit. Religious givers don’t need to be convinced that giving is a good thing. Nor do they need a crisis or a major project to open their wallets.