Faith in Fundraising: Should Nonprofits Use Religious Language When Engaging Donors?

By Willie Finklin, CFRE, The Grant GOAT

When it comes to connecting with donors, the words we use matter. For many nonprofit leaders—especially those with faith-based origins—there’s a deep and sincere desire to reflect their beliefs in everything from mission statements to fundraising appeals.

But as our communities become more diverse and culturally complex, a growing question demands our attention:

Does using religious language like “God,” “Heaven,” or scripture help or hurt your fundraising efforts?

The answer? It depends on who you’re trying to reach—and how you balance authenticity with inclusivity.

Why This Conversation Matters More Than Ever

Faith and service are deeply intertwined for many nonprofit founders. In fact, some of the most impactful social movements in history were led by faith-driven individuals and organizations.

But while your faith might be the why behind your work, your how—especially when it comes to engaging supporters—needs to be strategic.

In today’s donor landscape, diversity isn’t just a buzzword. It’s a reality. And if you want to build sustainable support, you need to consider how your message is received beyond your immediate circle.

What the Research Tells Us

Multiple studies have explored how religious affiliation and language affect donor behavior—and the findings are clear.

A 2025 study published on Springer Link found that nonprofits perceived to have a religious affiliation often face concerns about proselytization—the act of attempting to convert someone’s beliefs—which can negatively impact donation intent. In some cases, just the presence of religious language can create hesitation among donors, particularly those outside the faith tradition in question.

The same study highlights that religious messaging can reduce average donation amounts, even if the mission of the nonprofit aligns with a donor’s values. That’s a critical insight for founders who assume shared moral or ethical values are enough to overcome language barriers.

Meanwhile, a broader cultural shift is underway. The Indiana University Lilly Family School of Philanthropy, as cited in the RKD GroupThinkers Blog, reports that declining religiosity in America has impacted giving to faith-based charities. Between 2000 and 2016, donations to religious organizations fell dramatically—not necessarily because people care less, but because fewer people identify with organized religion.

This trend suggests that nonprofit messaging needs to evolve alongside cultural dynamics if organizations want to remain competitive and compelling.

Cultural Competence Isn’t Optional—It’s Essential

So what’s the takeaway?

It’s not that religious language is inherently bad. It’s that context matters.

According to CCS Fundraising, one of the most important things a nonprofit can do is develop cultural competence: “understanding donors’ mindsets and adapting practices accordingly to ensure inclusivity.”

That means asking:

• Who are we talking to?

• What assumptions are we making about their beliefs?

• Is our language welcoming—or does it unintentionally exclude?

In many cases, neutral language opens more doors. It ensures that your mission is the focus, not your theology. And it invites people from all backgrounds to partner with you, even if they don’t share your personal beliefs.

Practical Considerations for Nonprofit Leaders

If you’re a faith-based organization—or a founder whose work is rooted in spiritual conviction—this doesn’t mean abandoning your values. It means being intentional about how you express them.

Here are a few ways to strike the right balance:

1. Separate Internal Identity from External Messaging

Internally, your team might pray together or center your work around scripture. But externally, your donor materials can focus on impact, not belief systems.

2. Use Inclusive Language in Appeals

Phrases like “We believe in the dignity and worth of every person” resonate across religious and secular lines. Avoid assuming shared beliefs unless you know your audience intimately.

3. Segment Your Communication

If you have a donor base that includes both faith-driven and secular supporters, consider creating customized messaging for each segment. Email platforms and CRM tools can help you do this effectively.

4. Tell Human Stories, Not Religious Lessons

Focus on transformation—what changed in someone’s life because of your work. Let your mission speak for itself through results, not religious references.

5. Create Space for All

Whether someone is a devout believer, spiritual but not religious, or secular—your organization should feel like a place where they can make a difference. That’s what inclusive language does.

Final Thoughts: Lead with Love, Communicate with Care

Faith is powerful. It’s personal. And for many, it’s the fuel behind their service.

But the goal of nonprofit communication is to bring people into the mission—not create unnecessary distance because of language that assumes too much or excludes too many.

As the data shows, inclusive language can enhance your fundraising outcomes, broaden your reach, and build trust across diverse communities. You can still honor your values—you just have to be thoughtful about how you express them.

In the end, what unites us is bigger than what separates us.
And when we speak with clarity, compassion, and cultural awareness, we give everyone the opportunity to belong.

We’re here when you’re ready to take that message further—together.