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Mark Kordic
Advocace' Media

Engaging the Discerning Major Donor




Will donor support take a nosedive in 2010? I suggest the outlook is bright for nonprofit organizations that engage the discerning major donor.


You might remember those ads from investment firms calling upon the “discerning investor” to use their services exclusively. I firmly believe that the current economy with all of its potential pitfalls presents non-profits with some unprecedented opportunities to advance their vision and expand their donor base. The ball is in the court of nonprofit leaders and their board members.

Consider the generosity displayed by individuals in the U.S. Check out this visual summary from depicting how Americans lead the world in charitable contributions, giving more than $300 billion a year to charities. Also, note the generous response from major donors in the faith community. Very encouraging indeed!


Have you noticed that these donors are asking many more questions about your goals and outcomes from your service?
• They are the new breed of discerning major donors
• They view their stewardship as an investment with a desired ROI
• They look at the past performance and capacity of the organization of prospective organizations
• They are being more intentional in directing their gifts to organizations that match their values and demonstrate good outcomes
• They want to invest in non-profits with faith-stretching vision

Want to attract many more discerning major donor/investors this year? Gather your leadership team and ask, “What does God want us to do next to serve our region?” Involve some of your current major donors in prayerful brainstorming and strategic planning. Some Christian radio stations have opened up this discussion to their audience by use of videos from experts such as Bobb Biehl, founder and CEO of Masterplanning Group International. Check out this sample video for questions to ask your major donor team.

What ideas do you have to engage your discerning major donors in advancing your vision?


With 24 years of experience in corporate and non-profit leadership positions and almost a generation of experience in listener supported Christian radio, Mark Kordic helps radio stations across the country grow income from major donors and pledges.

Before joining Advocace, Mark was the Director of Media Advancement for CDR Radio Network-The PATH®, the media division of Cedarville University in Cedarville, OH.  At The PATH® he successfully served in a number of marketing and executive positions, helping fund network expansion. Kordic also previously served as assistant pastor at Shawnee Hills Baptist Church in Jamestown, OH.