ABSTRACT
Marketing in Action
According to Giving USA, the 31st annual report of the American Association of Fund-Raising Council (AAFRC) in New York, 47 cents of every charity dollar went to a church or religious organization in 1985. AAFRC audits the books for nonprofit organizations. According to their calculations, church or religious organizations received a total contribution in 1985 of $37.7 billion. 1
Religious giving has continued to increase. Many attribute the trend to an increase in personal income of Americans. In 1987, religious organizations received $44.54 billion. This amount increased by 8.24 percent in 1988, with religious organizations receiving $48.21 billion. 2
The trend of increased giving to churches and charitable organizations is expected to continue. The main factor encouraging this continuance is the Census Bureau data indicating an increase of more than a million people between the ages of 35 and 64 – the prime giving population. 3 As a group, individuals contribute most to charities, followed by bequests, foundations, and corporations. 4
