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Mark Kordic
Advocace' Media

Close Donor Connections Lead to 4th Quarter Growth



There's one common denominator to every successful visit with major donors in markets all over the country in this crucial fundraising month of December. What is it?

The main reason for successful visits is that close relationships were built over the past year, yielding both commitments to prayer along with healthy pledges and financial gifts towards year-end campaigns of Christian-formatted radio stations. When asked why they chose to make a contribution at this time to this particular organization, the consistent answer was that they saw the connection between how their gift made a tangible difference in delivering hope to listeners.

Those responses certainly square with a recent poll by the Foundation Center which revealed that the most important consideration when donating to a charity is whether the organization is making a difference (63%) and fulfilling their stated mission (24%).

God seems to lead us to the most generous friends when this principle is practiced. Friends who establish charitable trusts, giving clubs and family foundations. People who emulate the unheralded generosity of Christian apologist and writer C.S. Lewis, who formed a trust called "The Agape Fund" to anonymously give 75% of his royalties to people in need.

How does that translate to your efforts to attract the hearts of donors to your cause? I believe the organization that clearly communicates stories of life change will win the hearts and loyalty of both long-time and new donors. The result could be a fully funded project during lean economic times. Oftentimes this is best accomplished using pictures that depict ministry impact--such as a picture of respondents to an evangelistic festival. Better than 50% of us are VISUAL. So, go ahead and try using quality presentation tools to tell the story. Then---let the donor tell their story of how your station influenced them to follow God's leading in their lives.

Want some proven ways to increase loyalty all year long to increase donor loyalty and reduce the dreaded unfulfilled pledge ratio?

  1. Schedule personal “Thank You” phone calls and record comments in their donor file. Review their donor record comments before each subsequentt call.
  2. Make a big deal about their “second gift.” Consider sending a special “Impact Report” describing organizational victories and needs. This one page report identifies what you have accomplished over the past year and provides a personal testimonial. Though the donor may not have been involved in the past year…they will sense their important role.
  3. Have one of your Christian music artists record a "thank you" script personalized to your audience and send robo-calls out to your donors.
  4. Provide advance information about concerts and events. Spotlight the fact that they are receiving this before anyone else.

Your ideas?

E-mail Mark Kordic at


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.







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