Faith-Based Fundraising Relies Heavily on Heartstrings

FS: Any additional insights for our readers who have faith-based missions?
GL: The mission must always be particularized and realized in the lives of real people in order for it to be compelling. If, for example, the mission of the organization is prayer, tell your potential donors for whom you pray and why. It’s not about the needs of the world — it’s about the people of the world with so many needs.