Cover Story: Know Your Mission, Grow Your Mission
J. Scott Faircloth, founder and principal of Virginia-based communications firm Allegiance Direct, warns that some of the country's largest and most well-known faith-based charities are going to be facing an aging donor base and have to focus intently on bringing in new donors.
"Without bringing in new supporters, it's going to be an uphill climb," he says. "With newer organizations, there is a large credibility gap. A group like Focus on the Family is always going to be able to raise money because of the great work it's done and the name recognition of [founder James] Dobson. However, if you have a new organization, while your group might be doing great work, you'll have to go above and beyond to prove it."