The Use of Persuasive Language in Christian Fundraising: Coercion or Motivation?

Abstract

This paper is an expose on how fundraisers in some churches in Ghana use persuasive language, also referred to as ‘loaded words’ on their congregation to stir up their emotions to adhere to their demands and succumb to their instructions and directions. It specifically recounts persuasive expressions or utterances used by personalities who solicit funds from the congregation during fundraising ceremonies and discusses the effectiveness of these expressions. It also presents the perception and reaction of church members on how their thoughts, feelings or behavior are influenced by the astute words of fundraisers. Using a qualitative research approach, five recorded audios are selected, transcribed and codified for textual analysis. Sections of the churches visited were engaged in interactions to inquire about their perception of these modes of fundraising. The findings indicated that most fundraisers who solicit funds for the churches in question are imported, thus, they perform the assigned task to meet the churches’ needs and to also boost their remuneration. It also indicated, based on church members interviewed, that the strategies they use in fundraising, to some extent, are effective tools to sway the congregation to give their monies out when they are still faced with personal challenges. This paper contributes to research knowledge on some less explored areas such as persuasion in the context of fundraising in the Christian mission.