Why Faith-Based Organizations Raise More Money Than Most Nonprofits
And what nonprofit leaders can learn about asking, consistency, and culture
In this week’s ICYMI post, I am continuing to discuss fundraising strategies. We’ve been exploring “barriers” to fundraising—and more importantly, how to lower them.
We’ve talked about how early childhood lessons about money shape our comfort with asking. We’ve busted a few stubborn fundraising myths. And we’ve looked at what actually works (hint: it’s probably not that email blast you sent at 4:59pm on a Friday).
Today, let’s shift gears a bit.
Let’s talk about who’s getting it right.
A Question That Stumps the Room (Almost Every Time)
I recently sat in on a fundraising workshop (yes, even veteran consultants sharpen their tools), and the facilitator asked:
“Which nonprofit sector raises the most money?”
The room buzzed.
“Higher Ed?”
“Arts & Culture?”
“Animals. It’s definitely animals.”
Wrong.
Wrong.
Still wrong.
The real answer?
Faith-based organizations.
Cue the collective pause.
So… What Do They Know That We Don’t?
It turns out they’re not just praying for donations.
They’re asking.
Clearly.
Consistently.
And without apology.
Here’s what they do that most nonprofits hesitate to do:
They ask—every single time they gather
No guilt. No awkwardness. Just consistency. Every gathering becomes an opportunity to give.
They ask everyone
No one is pre-screened. No one is quietly written off as “not a major donor.”
They ask for meaningful gifts
In many traditions, a 10% tithe is the expectation. Bold? Yes. But it resets what “normal” looks like.
They normalize giving
It’s not a side conversation. It’s part of the culture. Supporting the mission is simply what members do.
They offer multiple pathways
Weekly giving. Special appeals. Programs. Projects. People can give to what resonates—and they do.
They build real relationships
This is the big one. People are known. Seen. Connected. So when the ask comes, it’s not transactional—it’s relational.
Before You Say “But That’s Different…”
Yes. Faith-based organizations are unique.
But here’s the part that translates: They’ve removed the emotional barriers around giving.
No awkwardness.
No overthinking.
No tiptoeing around the ask.
And that’s where many nonprofits get stuck. None of this is complicated—but it does require a shift in mindset.
So… What Can You Borrow (Steal Feels a Little Harsh)?
If you want to sleep a little better at night, try this:
Ask consistently. Not once a year. Not just at year-end.
Ask broadly. Don’t decide for your donors. Let them decide.
Offer variety. Different people connect to different parts of your mission.
Normalize giving. Make it part of your culture—not a special event.
Build real relationships. Not just transactions.
One Quick Observation (From the Field)
This is actually one of the most common patterns I see when working with nonprofit Boards:
A handful of people quietly carry the fundraising load… while everyone else waits for the “right time” to ask.
Spoiler alert: there is no perfect time.
There’s just the next opportunity.
Final Thought Before You Try to Sleep Tonight
Faith-based organizations don’t shy away from fundraising.
They embrace it as part of their mission.
And as a result?
They’re not lying awake wondering if donors will give.
They’re creating environments where giving is expected.
A Gentle Nudge
If this feels a little too familiar—you’re not alone.
And if your organization is still trying to figure out how to lower those fundraising barriers (without making everyone uncomfortable in the process), that’s work I spend a lot of time helping Boards and leaders navigate. Contact me for a free 30-minute discovery call.
No pressure. Just a conversation.
You could be sleeping a little better too.