According to the “New Donor Study” by BBS & Associates, there are more than 72 million Christian donors in the U.S. who are open to supporting a charity or ministry they have never supported before.
However, many never act on that openness. This “gap” is not rooted in a lack of generosity, but rather in a lack of clarity from ministries. Many organizations fail to build trust, show impact, and differentiate themselves from well-branded secular alternatives.
New insights from NRB members BBS & Associates and Infinity Concepts offer a detailed look at the current donor landscape. The New Donor Study from BBS & Associates, along with findings from Infinity Concepts’ The Generation Gap, How Donors Think, and The Giving Gap, point to clear opportunities and actionable takeaways for ministries seeking to grow. Both conduct their studies in partnership with Grey Matter Research & Consulting.
Understanding the New Donor Pool and Their Mindset
In their “New Donor Study,” BBS & Associates defines a “new donor” as a self-identified Christian who has given at least $50 to a charity or ministry (outside of a local church) in the past 12 months, is involved in household giving decisions, and is willing to consider donating to a new organization in the next 12 months.
While older Christians are more likely to be donors overall, they are less open to considering new organizations than younger donors, donors of color, and those with higher spiritual engagement (“New Donor Study,” BBS).
When considering a new organization, donors prioritize credibility and trust. BBS & Associates find four most important decision factors relate to an organization’s internal operations and communication:
- A positive reputation
- The ability to demonstrate the results of their work
- Being very specific about how they help
- Having a long record of success
These internal factors matter more than external validations, like watchdog ratings or online reviews (“New Donor Study,” BBS).
“The predominant need for people to have more information that helps them trust in ministry is not totally surprising in the culture we live in,” said Dale Berkey, president & founder of BBS & Associates.
New donors are almost evenly divided on their initial trust toward new organizations: 51% tend to trust them until they learn otherwise, while 49% tend not to trust them until they investigate (“New Donor Study,” BBS).
Older evangelical donors are more likely to start with an assumption of trust (“The Generation Gap,” Infinity Concepts).
“Ministries that communicate with clarity and consistency are not just seen as trustworthy—they are seen as relevant,” said Mark Dreistadt, founder & president of Infinity Concepts. “Ministries who clarify their message and consistently reflect their values create deeper donor trust and inspire higher levels of engagement.”
How Evangelicals Prefer to Give
Evangelical donors tend to prefer tangible, practical help, according to data from Infinity Concepts’ study “How Donors Think.”
- 85% prefer providing tangible help (e.g., food, clothing, medical care, water) more than intangible efforts like spiritual growth, education, or legal advocacy.
- Even among those with “full” spiritual engagement, only 24% are more excited by intangible help.
- 74% prefer supporting commonly used, tried-and-true methods over new, unproven ones—even if they may be “game changers.”
- Among donors under 35 years old, 61% still prefer tried-and-true methods.
When it comes to how donations are used, 71% of evangelical donors prefer to find organizations they trust and allow them to use the funds as they see fit (“How Donors Think,” Infinity Concepts). A similar percentage at 69% prefer that trusted organizations decide where their donation is used.
As Dreistadt summarizes, “Seven out of ten evangelical donors want to find organizations they trust and then allow those organizations to use their funds however and wherever they see fit.”
By a two-to-one margin, two-thirds of evangelical donors prefer to play a small part in addressing issues affecting many people, rather than making a difference for just one individual (“How Donors Think,” Infinity Concepts).
The average first-time ask new donors receive is $25—which is also what they consider reasonable (“New Donor Study,” BBS). However, 39% feel they are asked for more than seems reasonable, including 25% who say the ask is at least $20 too high. Younger donors are most likely to feel this way.
Effective Communication and Branding
A common mistake ministries make is leading with urgency and need instead of vision and Kingdom impact.
“Our team actively coaches our clients to shift from ‘needs-based asking’ to ‘vision-based inviting,’” Dreistadt said. “It is not about what we lack. It is about where God is leading.”
“If a ministry fails to clearly define its brand, the world will define it for them,” Dreistadt warns, emphasizing that a ministry’s brand is the sum of all donor experiences over time. “Clarity creates confidence, and confidence opens the door to generosity.”
Secular organizations often invest heavily in branding. In contrast, some Christian ministries lag in visual identity or message clarity—assuming spiritual alignment alone will inspire generosity.
In addition, balancing emotional storytelling with data is key. Donors are moved by stories and reassured by results.
“Story activates compassion; data affirms credibility,” Dreistadt said.
Channels for Engagement
According to Infinity Concepts’ data in “How Donors Think,” evangelical donors give through a variety of channels:
Most common channels donors respond to:
- Direct mail (30%)
- Email (22%)
- Social media (20%)
- Podcast/video/website (16%)
Most common channels donors use to give:
- Cash (38%)
- Going directly to the organization’s website (35%)
- Autopay (31%)
- Mailing a check (29%)
It’s important to note that donors often give through a different channel than the one where they saw the appeal. For instance, only 32% of those who responded to social media clicked a social media link to give. Most go directly to the website (“How Donors Think,” Infinity Concepts).
Generational differences are also significant (“How Donors Think,” Infinity Concepts):
- Older donors prefer direct mail and checks.
- Younger donors respond more to social media and podcasts.
- Donors aged 35–49 most frequently go directly to an organization’s website.
- Younger donors expect more digital engagement and detailed reporting, while older donors still prefer printed materials.
“Ministries need multichannel strategies to honor both traditional and emerging trends,” Dreistadt notes.
Building Relationships and Demonstrating Lasting Impact
The first gift is not a transaction. It’s the start of a trust journey.
“Fundraising is friend-raising,” Dreistadt says. “The deeper the relational connection, the stronger the spiritual and financial commitment.”
To build connection, ministries must demonstrate the impact already made and clearly explain future plans. Donors—especially men, higher-income individuals, and those with lower spiritual engagement—want more insight into progress, stories of people helped, and updates on a ministry’s financial health.
Some donors appreciate more personalized updates: stories, photos, or handwritten notes. Dreistadt encourages ministries to “freely share testimonies and project updates,” and “be as specific as possible about what a donor’s gift is going to accomplish,” including “statistics or numbers that show improvement or growth.”
According to Infinity Concepts, it is a mistake to assume that all donors are passionate about the work of your organization.
In fact, six out of ten evangelical donors support causes they consider important but are not passionate about (How Donors Think, Infinity Concepts). Ministries should not assume passion but work to build it.
Attracting new donors is like cultivating a new field—it requires understanding, preparation, and intentionality. Ministries must tend the “soil” of donor trust, plant seeds through the right channels, and consistently demonstrate how their work produces Kingdom fruit.
BBS & Associates has been an NRB member since 2005. Click here to access their “New Donor Study.”
Infinity Concepts has been an NRB member since 1998. Click here to access all referenced research reports from Infinity Concepts.