It's widely known that the most generous donors are also more religious. So what's a non-faith-based nonprofit to do? Find out, below...
Six months ago I had a messaging problem. I write for a client with a large base of generous donors who also happen to be (Christian) religious. The charity itself, though, was not faith-based.
Maybe you can relate. According to The Chronicle of Philanthropy, among others, the most religious donors are also among the most generous. Including yours...
...Pareto Fundraising's Sean Triner (see link below) notes that the same holds true not only in the US, but also in the UK, Canada and Australia.
So how do you infuse your message with spiritual words that don't offend and are -- for want of a better phrase -- "religion-neutral"?
Sean T. has a few ideas in his excellent post, "Christian Language for Non-Christians." I aim to try one or two.
Another source I found contains a listing of popular bible words -- you may find some there as well that you can easily weave into your copy.
As for me and my client, we're using what I call words for the faithful: spiritually steeped words that will resonate with those who see deeper meaning in them, yet don't offend the rest.
And since we're approaching the most spiritual season of all, all the world over, I thought I'd share my list with you...
Lisa's List-In-Progress: Words for the Faithful
(Important: Use these words in your messaging if, when and where they make sense...and only if. They are not a panacea, only one additional tool you now have at your disposal.)
Honor (UK honour)
*And a final faithful word? Integrity: feel free to copy and paste this list in a post of your own, to your own tribe, but tell readers you saw it in the Loyalty Letter first please.