The Christian Radio Homepage

column archive





Mark Kordic
Advocace' Media

Vision Props Boost Donor Response




A visit to Big Sky country underscored the value of authenticity for me this week. In a land with more fly fishermen in one village that all the suburbs of my hometown of Cleveland combined, I learned that creating attractive lures often separates the outstanding fishermen from the rest. The best lures are so life-like you almost expect them to fly or jump out at you! The same is true in attracting people to a greater cause.

Consider this real life example.

A station manager seeks every opportunity to connect with their top donor prospects. Months are often invested working through gatekeepers to secure an appointment. Staff are assigned the task of researching the donor's passions and interests as if this friend may be their last investor. Communicating the lasting difference they could make with a leadership gift is a priority. Before the manager is granted an appointment, he is asked a series of probing questions by the gatekeeper:

  • What is the purpose and objectives of the meeting?
  • What stage is the project you will present?
  • What is the time frame for completion?
  • How will this benefit the community?
  • How can they get involved?

Finally, you are granted a 20-minute interview. You want to make every minute count. So...armed with an attractive, one-page Ministry Impact tool, you engage your new friend with open-ended questions and a visual prop that crystallizes your impact. Here's an example picture from WONU/Shine.FM in Chicago: 5YearOldMaganaDoodleshinefm

Your leadership-giving prospect can grasp the impact. This fits his passion and he responds with enthusiastic interest and support to reach the next generation with spiritual truth.

As Media Consultant Lynn Scarborough writes in her outstanding book, Talk Like Jesus, "Props help to attract and retain audience attention. Props increase audience participation because they use whole brain communication to learn." Jesus used many visual images to communicate truth. For example, Jesus' call to generosity was embodied by the poor widow who contributed two mites to the Temple treasury (Mark 12:41-44).

The importance of a righteous lure. What visual props can you use to ignite passionate response in the hearts of those God has prepared to resource your ministry vision?

 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.







© Copyright HisAir.Net