Cover Story: Know Your Mission, 
Grow Your Mission

While every organization needs to continually feed the large end of the funnel, faith-based charities face the challenge of attracting not only new donors, but ones who react to different messaging than their older counterparts and give for very different reasons.

"While I don't have any quantitive data to back this up, my observation is that the younger generation [communicating mainly] online is going to respond more to the charitable and social-justice aspects of faith-based ministries," Faircloth says. "They gravitate toward the 'love thy neighbor' teachings of the Bible, whereas the older generation seem to gravitate more toward the 'go and make disciples of all nations' teachings.