Second, for most faith-based donors, they don't see their donation as a donation to a specific organization, but a donation they are making to God's work. When the communication becomes solely about the organization and not about God and what He is doing, you have lost them. Donors want to see how the organization has used their donations to directly and positively impact people's lives.
FS: Any additional thoughts?
ML: One of the things we have been stressing to the faith-based mailers we work with is that they can't treat their supporters like a wallet or ATM machine. The people that have given a donation are doing this so that they can become a partner in the ministry and build a relationship with the organization. If an organization can give back to the donor — making this a true relationship — and not just constantly take, the donor will likely stay committed to the organization for much longer. FS