There are many funding models that non-profits can use, and the one they choose is very important for the success of their organization.
The funding model Compassion International uses is called the “Heartfelt Connector”.
The heartfelt connector model involves connecting with sponsors at an emotional level in order to get them to donate. According to an article by the SSI Review, before considering the heartfelt connector model, an organization should ask themselves the following questions:
- Have a large cross section of people already shown that they will fund causes in thisdomain?
- Can we communicate what is compelling about our nonprofit in a simple and conciseway?
- Does a natural avenue exist to attract and involve large numbers of volunteers?
- Do we have, or can we develop, the in-house capabilities to attempt broad outreach in even one geographic area?
For Compassion International, all of these questions can be answered with a yes. One way Compassion International gains sponsors is through Compassion Sunday which I have discussed in a previous blog. By doing this, Compassion is reaching a large cross section of people who are clearly interested in helping others, they are able to communicate in a compelling yet concise way, being at the church acts as a natural avenue to attract volunteers and sponsors, and these people can spread the word to other geographic areas.
The first place I heard about Compassion International was in Chapel at UMHB. I believe the Heartfelt connector is the best model for Compassion International because it is the way that I was exposed to the organization, and I was immediately compelled to become a donor after hearing the testimony of another individual and the facts about the children in other countries.
Another reason the heartfelt connector is important for Compassion International is because giving to this organization is not a one-time donation. Although you may set-up your direct deposit once, there are many times throughout the year that Compassion will send “emotionally” engaging mailers to their sponsors encouraging them to give extra to their sponsored child, such as during the holidays or around their sponsored child’s birthday.
Due to these reasons, I cannot see Compassion International using another funding model that would be more successful than the heartfelt connector.
Goodbye for now!