We’ve all read Bible verses in appeal letters and brochures, right? It’s one of the classic tactics of fundraisers to stick scripture into a request to reminds us how it’s our duty as Catholics to give. If you’re running an appeal or campaign, you likely want to do add a few verses into your material.
But what if I told you there is a right way — and a wrong way — to use the Bible in your fundraising?
I’ve got good news for Catholics who want to use Bible verses to inspire people to give: You can quote the Bible without looking cliche’. In fact, I do recommend quoting scripture in your appeals. However, there are rules that you must follow so you don’t sound like the typical fundraiser just pulling at our faith to get to our wallet.
Using the Bible in Your Fundraising
Let’s start by facing the fact that the common practice of using the Bible to get people to donate risks watering down the meaning of these beautiful verses. This is not something you want to happen with your Catholic cause.
Take the often-used classic verse from 2 Corinthians: “God loves a cheerful giver.” This verse gets right to the point that we should give because it’s what God wants us to do; plus when we do it, we should be happy about it! But, using this verse can pull potential donors in the opposite direction. They may get upset and, consequently, choose not to give.
The reason why quoting Bible verses may backfire is because fundraisers often use them as shortcuts with their appeal. By the time we do receive the appeal letter, we rarely know much of what the charity has been doing or how it’s made a difference. To know this, we’d have to hunt for the annual report, but who wants to do that? Instead, the fundraiser hopes that reminding you of your Catholic duty will trigger a donation.
This realization turned a key for me. I noticed that using Bible verses can improve a donation request only if we followed four rules.
1. Don’t Make It the One Thing
Yes, God likes a cheerful giver, but that doesn’t mean the giver should be giving to you. Therefore, don’t assume that the quote immediately connects the person reading your letter with your charity. Provide the reader specific reasons why they would be happy to give to you. You can do this by clearly outlining the results their donation will help achieve.
Read my article on how King David made the first planned gift to fund the construction of the Temple and learn how David anticipated the benefits of raising funds.
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2. Make It Unique
Catholic charities often use the same Bible verses when writing their appeal. In contrast, successful fundraisers know they must differentiate themselves from everyone else. Therefore, when they pick a verse, they choose one that relates to their mission and makes them stand out from the crowd. The most important question to ask yourself is this—is this verse quote most applicable to me?
I suggest using resources such as Cruden’s Complete Concordance to the Holy Bible to help you find new Bible quotes.
Note: if someone knows of a Catholic alternative, please let me know in the comments section below.
3. Ask Around
Starving charities wait the last minute to run an appeal. Successful charities are willing to plan ahead and make sure they’re sharing their story correctly. They often solicit feedback by asking your volunteers and donors what Bible verses and parables you should use. It’s a good path to both learning how people see you and fundraising more effectively.
4. Think Enough About Money
You must understand that too much focus on the Bible verse can make us overlook everything else about fundraising, especially for those of us who want to focus solely on the faith aspect of our work. I recommend you ought to think enough about the money aspect of your appeal so that you can continue to do what you love without worrying too much. Always remember that the faith-driven person raises funds to help more people, so don’t shy away from this fact.
Read my book review of Henri Nouwen’s classic, ‘A Spirituality of Fundraising’ for more insight on how to balance money and faith.