Not all donors are created equal, and for faith-based nonprofits, that’s especially true.
One of the most compelling findings from our Faithful Giving Project is this: spiritually engaged donors give more over time.
But understanding why they give, and how to reach them, is key to unlocking their full potential.
Meet the Faith-Directed Donor
Among the thousands of survey responses we analyzed, three types of donors emerged based on their spiritual orientation. The most generous of all? Faith-Directed Donors.
These are individuals who:
- Are highly engaged in their spiritual lives, attending worship services regularly
- Seek guidance from pastors or spiritual mentors about their giving and pray about it
- Prefer to support organizations that align with their faith
In fact, donors in this category reported lifetime giving nearly double that of their peers in other groups.
And it’s not just about capacity, it’s also about conviction. For faith-driven donors, giving isn’t transactional. It’s a calling.
Spiritual Engagement Fuels Generosity
Our research confirmed what many faith-based fundraisers have long suspected: prayer and spiritual leadership are powerful drivers of generosity.
Faith-directed donors are more likely to:
- Give regularly, even in uncertain times
- See giving as a form of worship or obedience
- Respond to messages from trusted Christian leaders
- Stay committed for the long haul
They’re not just supporting a mission: they’re living out their faith through it.
How to Engage Faith-Driven Donors
Here's some easy, yet intentional ways to reach and retain these supporters:
Partner with church and spiritual leaders. A message from a trusted pastor carries weight, and can significantly influence giving behavior.
Incorporate prayer into your engagement. Don’t just ask for gifts; invite donors to pray with you about the need and the impact.
Speak their language. Use Scripture, stories of spiritual transformation, and mission-centered impact to build alignment.
Make giving feel like part of their discipleship journey. When giving is framed as faith in action, it becomes a habit, not a transaction.
Want to dive deeper into how faith influences generosity?
Download the Faithful Giving Project paper to learn more.
