If you look at the websites and publicity put out by missions and charitable organizations, you will see that many use the “problem” approach to raising funds. That approach emphasizes the lacking, negative or even disastrous aspects of a situation. Then say they need your help to fix it. When I talk to groups about Bible translation, I use several approaches including the problem approach, but I don’t emphasize it nor do I use guilt-inducing emotional appeals, or fear tactics (If you don’t give something disastrous will happen). I prefer an approach which emphasized the beneficial effects and successes of translation, inviting people to join something significant, successful and blessed by God. The Bible says:
Each one must give as he has decided in his heart, not reluctantly or under compulsion, for God loves a cheerful giver. – 2 Corinthians 9:7
Here in Ghana, I have discovered that Ghanaians involved in Bible translation use a fascinating type of motivation. It is based on the fact that dozens of Westerners (Germans, Americans, Dutch, British, etc) came to Ghana to do Bible translation. Many were highly trained. My Ghanaian colleagues often mention this fact, emphasizing that highly-trained missionaries often poured their whole professional lives into translation and they did it in difficult places where most educated Ghanaians would refuse to live or work. Ghanaian Christians find this inspiring. If high-prestige Westerners do this for Ghana, they conclude, then Ghanaians should do as much or even more.
After all, it is their country. This is a motivation based on nationalism, specifically, that Ghanaians should take responsibility for Ghana.
I would have thought that telling the missionary story would demotivate. My logic would have been that if missionaries are doing it, then it is taken care of so Ghanaians won’t need to give themselves or their money. I have heard some of my Western colleagues express that same concern. But we are mistaken. The missionary story motivates Ghanaians very powerfully. It’s a good thing I was not in charge of communication for fundraising.
Who would have thought, eh?
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