Successful Fundraising Means Raising the Right Money

In the previous posts, we have seen that successful fundraising demands a culture which consistently seeks and creates opportunities to further fulfill the mission through the involvement of qualified prospects. But, a culture which prizes private giving and wholeheartedly engages prospective donors are not all that is required.

The right sort of gifts are also needed.

Yes, successful fundraising obviously requires the acquisition of gifts, but gifts are not enough. Truly successful fundraising is fueled not merely by gifts but the right sort of gifts.

Raising the right sort of gifts means securing gifts that align both with the donor's heart and the institution's mission. Because securing any gift can prove challenging, the temptation for the fundraiser who consistently faces the pressure to "beat last year" is to simply accept a gift and trust the institution will "find a way to make it work" even when the purpose is not well-suited to the organization or the donor wishes to place unreasonable/unworkable restrictions on the gift. This is unwise, and organizations should commend fundraisers who demonstrate a consistent conscientiousness in this regard -- even when it means forfeiting a gift.

Gifts which are not the right sort of gifts are those which divert from the institution's mission or create financial and administrative burdens that exceed the benefit of the gift. A good example in higher education is a scholarship which comes with so many restrictions that it can seldom be used. If a donor's desire is to help students, a scholarship agreement must be written broadly enough to ensure students will consistently meet the scholarship criteria. It is the fundraiser's job to help a donor understand how to structure a gift for maximum impact. Good stewardship demands nothing less.

In other words, gifts of equal amounts do not necessarily have an equal impact, and some gifts can be impact-diluting or even impact-diverting over the long term. The conscientious fundraiser understands this and seeks gifts the organization can deploy in a way that consistently fulfills the mission and honors both God and the giver.

This does not mean gifts to fund new buildings or new initiatives should be avoided. It simply means the true costs involved should be calculated and included as a part of the overall strategy. For example, the addition of a new building comes with new recurring expenses for cleaning, power, water, climate control, information technologies, and maintenance. A new academic program often comes with new expectations for the availability of library resources. Good gifts come when good questions are asked and answered from the inception of any new initiative.

Both donors and institutions often fall prey to the ills of "chronological snobbery" wherein "newer" is simply assumed to be better. To be sure, newer can be better but only to the extent that "the newer" better deploys and extends that which is timeless -- the mission of the organization.

If the organization's mission is the right mission, and the organization has demonstrated a consistent ability to fulfill that mission, what is needed is not new, trendy, or innovative. What is needed is significantly greater support for that which is tested, tried, and true.

This means, in the case of gospel-centered institutions functioning with high-levels of financial and confessional integrity and accountability, unrestricted gifts are absolutely vital and wise because they have the greatest potential for impacting eternity over the long term. Such gifts provide an opportunity for the organization to quickly overcome unforeseen challenges and seize new opportunities in an ever-changing world to deliver the sort of Kingdom-extending impact the donor desires and God delights to give.

Raising the right sort of money is challenging primarily because it requires time and intentionality in building personal relationships predicated on trust. But, the time is worth the effort because it results in mission-focused, mission-extending gifts which make maximal impact.

Successful fundraising then means raising enough of the right money. And the right money is that which:

1) Directly supports the institution in fulfilling her mission, and

2) Does not come with unreasonable restrictions, and

3) Is large enough to deliver the anticipated outcome(s), and

4) Does not add new institutional costs without a plan to cover them.

What do you think about these criteria? What would you add?

Dear Christian: For the sake of our souls, let's talk; let's talk about giving.

Recently, I wrote a letter about my journey in the field of financial development and why the work of raising money for the best seminary in the world is a legitimate, gospel-centered work. Indeed it is an act of worship and discipleship. We cannot claim to be heirs of grace if we are unconcerned about growing in the grace of giving. The letter begins with the next paragraph.

Ten years ago, I began work as a fundraiser for a major research university. The cultural, entertainment, and professional opportunities available were fantastic, but a terrible thought haunted me day-by-day.

The funds I secured supported a school that often ignored the “universal” aspect of her mission. The truth that one God made everything and that we should pursue an understanding of His glory and absolute authority over all things was routinely dismissed as “small-minded.” As I simmered in the cauldron of a foolish and fickle culture enamored with worldly wisdom, the Lord reminded me that He is wisdom — period. If God could be foolish, His foolishness would surpass even the most ingenious worldly thought.

Over time, I arrived at a moral crisis of the first order. I regularly met Christians who invested more in growing a college athletics program or academic department than in fueling the advance of the gospel. The Lord showed me that seeking first His Kingdom meant no longer raising money for initiatives that did not advance, and sometimes undermined, the progress of the gospel. On the day I raised the largest gift in my career, a gift from a Southern Baptist, I was privately devastated. . . what a missed opportunity.

Ten years later, I have the tremendous privilege of raising support for the greatest seminary on the planet. And yet, not every Christian immediately sees it this way. I am frequently asked, “How do you do your job?” or, more directly, “How can you ask someone else for money?” I did everything possible to avoid these probing questions while raising money for a secular university. Today, I eagerly embrace them.

It is often said, “The most difficult topic to discuss in church is giving.” But, why should teaching about the grace of giving be entered upon tentatively when the essence of the gospel is that God gave His Son?

In 1 Corinthians 4:1–2, Paul urges the church, “Let a man so consider us, as servants of Christ and stewards of the mysteries of God. Moreover it is required in stewards that one be found faithful.” What a challenging admonition! We are responsible for our stewardship of the gospel.

Scripture reveals that our willingness and eagerness to give is not so much about giving as it is about the spiritual health of our hearts. Avoiding the issue of giving leaves us vulnerable to a major case of spiritual heart disease. The pastor’s God-given responsibility is to charge the flock of God to examine their hearts and be ready to give (1 Tim. 6:17–19). Pastor, challenge the flock! Christian, urge your pastor to exhort you to excel in the grace of investing for the global advance of the gospel.

Faithful stewardship of the gospel demands that we invest wisely – consistent with the priorities of Christ’s Kingdom and not those of this world. When people consider the gospel and its impact on giving, they will want to know where they can invest and exercise faithful stewardship of the resources God has entrusted to their care.

There are few places like Southeastern, a church-initiated ministry in which believers can invest and impact a variety of gospel-centered initiatives. Where else can a Christian give and realize an immediate return that multiplies into eternity through Christ-exalting alumni serving in so many meaningful ministries? Today, our alumni serve in churches, military and work-place chaplaincy, church plants, Christian education, counseling, reaching unreached people groups, Bible translation, campus ministry, pregnancy support services, and much more.

Over the next 15–20 years, despite the current status of our economy, we will witness the largest generational transfer of wealth in our nation’s history. As baby boomers consider the end-of-life implications for their assets, the tax and financial implications will be huge. Now is the time to be asking big, gospel-centered questions and dreaming big, gospel-centered dreams!

The question every Christian must consider is this: “How can I exercise faithful stewardship of the gospel?” As you ask this question, and as you consider others in your sphere of influence who should ask this question, please keep Southeastern in mind.

If you would like to read the rest of the letter, please visit http://www.sebts.edu/alumni/giving/default.aspx.