The Limits of Individual Support Fundraising
Many organizations have traditionally relied on missionaries and staff members to raise their own support, while allocating a portion of the funds for administration and operations. In many cases, this model has been effective. However, without a strategic approach to missional fundraising, it often misses valuable opportunities.
Shifting the Perspective to Missional Giving
When an individual raises their own support, donors typically know only the person they’re supporting, along with their specific role and impact. While this work is important, it represents only a small part of the broader mission and the greater impact the organization is making. The organization as a whole is often doing much more, with a far-reaching influence that extends beyond the work of just one person. As Sarah Robins, President of Greater Europe Mission (GEM) US, shares, “Many of these families began their relationship with our organization through the individual support of a missionary and have since broadened their financial support to our general fund projects.” This expansion of vision is crucial for increasing overall support and impact.
Addressing Missionary Concerns and Building Trust
A significant challenge with this model is that staff and missionaries may begin to feel ownership over “their donors.” This can lead to tension when the organization attempts to expand the donor’s perspective and encourage support for the broader mission, not just the individual. But when handled with care and strategy, this shift can benefit everyone involved. Robins notes, “While there was some initial concern that our missionaries would lose support, we've typically seen the opposite. None have lost their individual support and many have seen an increase in support as their donors go deeper with our organization.”
Engaging High-Capacity Donors Through Collaboration
Missional givers tend to make larger contributions because they recognize that their donations help drive a much greater impact than funding a single individual. When supporters of a missionary understand the larger work of the organization, they often increase their contributions to both the individual and the organization as a whole. GEM’s experience exemplifies this: “With [Westfall Gold’s] help, we've grown our list of major donors who generously give to the broader work of GEM,” Robins explains.
A Strategic Approach to Donor Development
A ministry committed to a missionary support strategy does not need to drastically overhaul its existing approach. The most effective strategy is to work with missionaries, helping them understand the vision for this new direction while reassuring them that they won’t lose their current support. A good way to build trust is to assure them that the organization will make up for any potential reduction in personal giving due to the shift.
Once you have the support of your missionaries and have conducted due diligence through wealth screening, the next step is to involve the missionaries themselves in introducing you to families or individuals identified as having the potential to make significant contributions. This partnership allows you to initiate relationships with high-capacity donors in a meaningful way.
Cultivating Relationships and Driving Greater Impact
After the introduction, you can use best practices in major donor development to cultivate these relationships and guide them toward making larger gifts. A warm introduction facilitates smoother communication, helping you secure appointments more easily and shorten the time needed to secure major donations.
Organizations that have embraced this strategy—working collaboratively with their missionaries, applying best practices in major donor development, and ensuring the success of the missionaries in this process—have seen substantial increases in giving. GEM’s journey illustrates this beautifully: “Working with Westfall Gold has been a game-changer for our organization. Not only in the events we put on, but also in the expertise they provide regarding major donor engagement.” By shifting from individualistic fundraising to a holistic, missional approach, organizations can unlock greater financial support and drive more significant impact.
Take the Next Step with Westfall Gold
If your organization is ready to expand its vision and cultivate stronger relationships with high-capacity donors, Westfall Gold can help. Our proven strategy and expertise in major donor development have helped ministries like GEM see unprecedented growth in giving. Let’s start a conversation about how we can support your mission and drive greater impact. Schedule a free consultation today!
