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Development, Donor Relations, Fundraising, Major Donors, Stewardship

3 Ways To Treat Donors as Partners

President John F. Kennedy inspired a generation with his Inaugural Address on January 20, 1961, “Ask not what your country can do for you — ask what you can do for your country.” Kennedy shifted the focus from receiving to giving and, in doing so, motivated hundreds of thousands of volunteers to give their lives in public service to make the world a better place.

Nonprofits should apply this famous quote to their donor relationships, “Ask not what your donors can do for you – ask what you can do for your donors.” Too often we fixate on meeting our needs and asking donors to help us achieve our goals. In so doing, we become too one-sided in our approach to donors.

Let’s be honest though – there is a practical side to fundraising.

We must meet our budget or risk going out of business. But this organizational self-focus overlooks the mutual benefit donors can share by partnering with your ministry – helping them thrive!

Donors thrive when you include them in your mission to change lives for eternity. Paul referred to his relationship to the Philippian church as a “partnership in the gospel” (Phil. 1:5). They were partners because they gave generously time and time again to share in his troubles (Phil. 4:14-16). They saw themselves as coworkers. Here are three ways to treat your donors like full partners.

(1) Communicate Good News and Bad News

It’s easy to share the good news about growing enrollment, an unexpected gift, or a positive answer from the zoning commission, but our donor communications tend to be guarded, and almost cautious, when we have to share bad news.

Recently a ministry sent a cryptic letter explaining why the executive director was fired. One donor reacted, “The letter said something without saying anything.” Open and transparent communication will strengthen your bond with your donors. We coached this ministry to over communicate with their ministry partners by calling key stakeholders to answer any questions they might have about the situation.

Paul was authentic about the many ministry challenges he faced. “We were under great pressure, far beyond our ability to endure, so that we despaired of life itself” (2 Corinthians 1:8). He was imprisoned, beaten, stoned, left for dead, and shipwrecked. “I have labored and toiled and often gone without sleep, I have known hunger and thirst and have often gone without food; I have been cold and naked. Besides all this, I face the daily pressure of my concern for all the churches” (2 Corinthians 11:27,28). As Paul’s readers experienced his story, their hearts joined his.

Key Takeaway: There is nothing to hide. Be honest, open, and forthright with your ministry partners.

(2) Speak from your Donor’s Perspective

Too often we ask our donors to support us as we do the work . When Paul sat chained in prison, in a real sense those Philippian believers were right there with him. When he floated to shore during his shipwreck (Acts 27), they were also bobbing up and down in the waves with him. When he preached the gospel and men, women and children came to faith, the Philippians shared in his harvest because they had invested in planting the seed.

Help them see their value by placing them on the front lines of ministry. Recently at a donor event the executive director of a relief and development agency made his appeal extremely personal. “Next week you will be serving food to refugees in Syria providing a warm meal and hope. You will be in Thailand rescuing young women trapped in sex-trafficking. You will be in Iraq sharing Bibles with people who have never seen a Bible. And you will be in India meeting the most urgent needs of a child in poverty.” These phrases transported donors from being spectators to becoming participants. It helped them thrive.

Key Takeaway: People learn best not by watching from the sideline but by playing in the game! Help your donors engage an “in-game” experience.

(3) Emphasize Eternal Dividends

Who really benefits from a donor’s gift? You do, because you can raise the funds to stay in business. The people you serve benefit, because you can continue ministering to them. Your donors also benefit because they will receive eternal rewards. Paul responded to the Philippians’ generosity, “Not that I desire your gifts; what I desire is that more be credited to your account (Phil 4:17).

Donor partnership is not just a one-way street. It should be a genuine partnership mutually beneficial to both your ministry and your donors. As a Christian ministry, you give your donors the unique opportunity of laying up treasures in heaven.

In all your donor communication you must tell great stories of changed lives. It’s not about your buildings, but what happens inside your buildings. It’s not about your staff; it’s how they impact your service recipients. It’s really not about your ministry at all; it’s about helping your donors fulfill their God-given responsibility to be good stewards. Give them compelling reasons to partner with you to impact eternity. Help them thrive!

Key Takeaway: Your ministry partners are not investing in a program or a product; they are investing in changed lives. Treat them as full partners in the gospel.


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Authors: Pat McLaughin and Ron Haas. Check out their published books.

Learn more about Pat here.

Ron has served the Lord as a pastor, the vice president of advancement of a Bible college, a Christian foundation director, a board member and a fundraising consultant. He’s authored two books: Ask for a Fish – Bold Faith-Based Fundraising and Simply Share – Bold, Grace-Based Giving. He regularly presents fundraising workshops at ministry conferences and has written fundraising articles for At the Center magazine and Christian Leadership Alliance’s Outcomes magazine.

Donor Relations, Fundraising, Fundraising Verse of the Week, Major Donors

4 Types Of Donor Heart Responses

“A farmer went out to sow his seed. As he was scattering the seed, some fell along the path, and the birds came and ate it up. Some fell on rocky places, where it did not have much soil. It sprang up quickly, because the soil was shallow. But when the sun came up, the plants were scorched, and they withered because they had no root. Other seed fell among thorns, which grew up and choked the plants. Still other seed fell on good soil, where it produced a crop—a hundred, sixty or thirty times what was sown” (Matthew 13:3-8).

The parable of the four types of soil reveal different heart responses of 4 types of donors. Jesus’ message of forgiveness was the same for everyone, but not everyone could receive it. Your ministry faces these same reactions from potential donors.

Path

This donor doesn’t resonate at all with your mission. Your message bounces off their heart and never takes root.

Rocky

This donor makes an emotional response to your appeal but has no genuine connection to your mission and their support quickly fades.

Thorns

This person receives your message and responds but has too many other concerns that prevent them from becoming a faithful supporter. Jesus comments on this soil, “but the worries of this life and the deceitfulness of wealth choke the word, making it unfruitful” (Matthew 13:22).

Good

This donor receives your message and responds generously. Some produce thirty, some sixty and some one hundred.

How should this inform us regarding our major donor strategy? We can spend lots of time cultivating relationships with those along the path, on rocky soil, or infested with thorns – yet none of these soils produce fruit. Instead, focus your efforts on those donors whose heart connects with yours.

One Christian university analyzed their million-dollar gifts and discovered that in almost every situation, the donor’s first gift was small, but their gifts grew as their relationship grew.

Challenge

Spend your time in the right soil cultivating gifts that are thirty, so they grow into sixty, one hundred – or even a million.


Author: Ron Haas, The Timothy Group. Ron has served the Lord as a pastor, the vice president of advancement of a Bible college, a Christian foundation director, a board member and a fundraising consultant. He’s authored two books: Ask for a Fish – Bold Faith-Based Fundraising and Simply Share – Bold, Grace-Based Giving. He regularly presents fundraising workshops at ministry conferences and has written fundraising articles for At the Center magazine and Christian Leadership Alliance’s Outcomes magazine.

Video Animator: Madison Bluhm, The Timothy Group

Donor Relations, Major Donors, Strategic Planning

Partnering With Principal Gift Donors

Common fundraising wisdom suggests that 80% of dollars come from 20% of donors – the Pareto Principle applied to fundraising. In recent years, there has been a shift toward a higher percentage of dollars coming from a smaller percentage of donors. For the most part, 80/20 has been replaced with a 95/5 ratio. This shift emphasizes how important your top ten donors are to your success. A principal gifts strategy focuses your efforts on those few individuals who can make the greatest impact on your mission with their most generous gifts.

Cultivating principal gifts is different from your major gift strategy because these generous friends have the potential to move your ministry in an entirely new direction. This requires closer personal relationships and a greater emphasis on partnership. Large gifts require shared objectives, careful planning, and confidence in in your organization’s leaders. Principal gift donors don’t just want to support your vision, they want to dream with you. They look for ministries who have leaders with big ideas who can follow through.

Nehemiah was that leader with a big idea (Nehemiah 1:1-2:9). The walls of Jerusalem had been destroyed making the Israelites vulnerable to their enemies, but Nehemiah was 900 miles away and lacked resources. So, he did the only thing he could do – he prayed. He shed tears, fasted, and pleaded with God for four months. His answer came in the form of a principal donor. Nehemiah’s example teaches us seven important lessons about principal gift engagement.

Personal Relationship

Nehemiah and King Artaxerxes weren’t equals, but they were friends. They were close enough that the king noticed that something was troubling Nehemiah. How well do you know your top ten donors? Have you spent enough time with them to move from a casual acquaintance to an intimate friendship? Do you know their struggles with work, health, or children? Can they sense when you are carrying a heavy burden? The conventional wisdom when in the presence of kings and donors is, “put on a happy face.” You should be so close to some of your key donors that your hearts align as you listen to the Holy Spirit for “what’s next.”

Prayer

It wasn’t enough that Nehemiah had spent four months fasting and praying about the troubles in Jerusalem. He also breathed a quick prayer before answering the king when he asked what was troubling him (Neh. 2:4). Some people approach donors as ATM machines – punch in the right code, take the money, and leave. But successful donor relationships start with the premise that God is the ultimate source of our wealth. By asking for God to work in the situation, Nehemiah demonstrated that he relied more on God than on his own skills of persuasiveness. You might have a winning personality, a great brochure, and a fantastic video, but have you prayed? Proverbs 21:1 teaches, “In the Lord’s hand the king’s heart is a stream of water that he channels toward all who please him.”

Passion

Nehemiah started with “Why,” not “What.” He didn’t flood the king with a long, detailed case statement with a site plan of Jerusalem and schematics of the wall construction. His request wasn’t about bricks, mortar, and timber; it wasn’t even about building a wall and hanging city gates. Instead, Nehemiah answered the “So What?” question, “How will this project change lives?” Principal gift donors are motivated by stories and Nehemiah’s was compelling. He was sad because Jerusalem was in ruins and desired to bring relief to his people who were suffering. Nehemiah shared his heart with passion and the king responded with equal passion.

A Plan

King Artaxerxes responded to with, “What is it you want?” (Neh. 2:4). When a donor asks, “What do you want from me?” you better be ready with an answer. Nehemiah had spent four months not just praying, but planning. He had his requests ready including: time off, passports, a list of materials, and a security detail. When the king asked about a specific timeline, Nehemiah had a specific answer.

Do you know where you are going? How long it will take to get there? How much it will cost? How you will know when you’ve finally arrived? Many organizations have a fuzzy strategic plan – “We’re just going to do more of the same things we already do.” Principal donors are looking for a solid business plan. They are principal donors because they had a vision for accomplishing something in their own lives and figured out the steps necessary to achieve their goals. They expect the same from you. If you don’t have a clear strategic plan, focus on that first before asking principal donors to join you.

“Please”

Nehemiah asked boldly, “If it pleases the king…” His approach reveals two important aspects of the “ask.” First of all, be polite. Nehemiah didn’t demand a gift, he asked. Sometimes ministry leaders can be abrupt with donors. Here’s a phrase someone actually used, “God has blessed you with this nice house and lots of money, you ought to give to our cause.” Needless to say, his request was unsuccessful. Ask for a gift in the way you would like to be asked.

The second lesson is to focus on the interests of the donor. How can you work with them to accomplish their goals? What motivates them to give? How do they want to make an impact? After all, God has entrusted them with the responsibility to be stewards of their resources. The gift should “please” them in the sense that it will accomplish something of eternal significance.

Partners

When you ask a donor for a gift, you are asking that person to become your partner. Both parties in this partnership are important. You provide the front line of ministry, and your donor provides the support that makes your ministry possible. Nehemiah’s partner was the king and that relationship gave Nehemiah confidence when he faced opposition. The confidence that your major donors place in you should give you strength in tough times.

A donor wants to have confidence in your leadership; that you know what you are doing, that you will use the gift for the purposes that it was given, that you will follow through. Viewing your donors as partners raises your own stewardship of the gift. You’re not just accountable to your board for the way in which you manage the gift, you are accountable to the donor.

Praise

Because Nehemiah was so close to the king, it’s safe to assume that he thanked him for his generous gift. But Nehemiah realized the ultimate source of the gift, “Because the gracious hand of my God was upon me, the king granted my requests” (Neh. 2:8).

Fundraising does not depend upon the philanthropic spirit of donors. Ultimately, it is the blessing of God who chooses to work through individuals. Christian donors want to be thanked for their gift, but they want the praise directed to the Lord.

Do you feel like you’re carrying the burden of your ministry all by yourself? Ask God to help you identify principal donors whom you could invite to join your cause. Then walk with them as you discover God’s will for what he wants you and your principal donors to accomplish together.


Author: Ron Haas

Ron Haas has served the Lord as a pastor, the vice president of advancement of a Bible college, a Christian foundation director, a board member and a fundraising consultant. He’s authored two books: Ask for a Fish – Bold Faith-Based Fundraising and Simply Share – Bold, Grace-Based Giving. He regularly presents fundraising workshops at ministry conferences and has written fundraising articles for At the Center magazine and Christian Leadership Alliance’s Outcomes magazine.

Donor Relations, Major Donors

Making It Right With Donors On Your List

Have you ever been puzzled why one donor is riveted by your cause and seems to spur an avalanche of giving while another, equally dire, seems to be offended? In this Lunch & Learn Webinar Series, Pat shares and unpacks the ways donors become turned off, what we fundraisers expect is not always what we get, the 10 uncontrollables/5 controllables to make things right and how to re-win friends.


Learn more about Pat and his published books.

Major Donors

Hitting The Donor’s Sweet Spot

Where’s The Sweet Spot?

In personal solicitation with major donors, we often talk about the importance of the romance process. This takes place before the actual ask. One part of that is getting to know the donors – their interests, their passions and what motivates them most about what you do. We sometimes call this their “sweet spot.” Not always easy to detect or uncover, but once you do, you have a better chance to hit a home run. Just like in baseball, hit the sweet spot and watch it fly out of the park!

Did You Stretch Enough?

On a recent visit with a client who is engaged in a major capital campaign, I saw this happen first hand. I accompanied the development director on a major donor visit. We had prepared a leadership proposal for him and his wife for $30,000. This number was based on their giving to the last campaign (8 years ago) and also their annual giving since that time. It was a bit of a “stretch” over their past giving.

Should You Go To The Next Level?

The visit went well. He liked the projects described. We completed the solicitation for $30,000, He told us he would talk to his wife and have an answer in a week. We then showed him a list of prepared “named gift opportunities,” starting at $100,000 and as high as $1 million. We do this with all of the donors so that, even if they can’t do (or are not interested in) a gift at that level, they may know someone else who might be.

Game On!

Little did we know that one of the items on that named gift list hit a cord, a “sweet spot.” Four hours after our initial solicitation visit, the donor showed up at the office with a completed pledge card for $150,000! That is right – not the $30,000 we asked him for, but 5 times that amount. He said he went home, discussed things with his wife and they decided to put their name on an outside amphitheater that the ministry plans to construct. Their family’s interest in music, drama and the arts had gone largely undetected. It is an area they are passionate about and they want to leave a legacy in that way.

Win-Win For All

Just think of the success we could have with every major donor if we took the time to find their “sweet spot.” It doesn’t always happen the way I described above. In most cases, it is hard work and something you need to be intentional about. But, in the end, the rewards are well worth the effort.


Feature article submitted by Kent Vanderwood, Vice President. Kent offers clients over 35 years of non-profit experience including teaching, administrative, consulting, and directorships. Through his work as Development Director for The Potter’s House, Gospel Communications International, and Mel Trotter Ministries, Kent brings a wealth of experience in fundraising and development. He currently resides a board member for the West Michigan chapter of the Association of Fundraising Professionals (AFP). His passion for seeing Christian stewardship principles applied in a systematic way helps the non-profit organization or ministry be successful in fulfilling its mission.

Donor Relations, Fundraising Verse of the Week, Major Donors

Are You The First Person A Donor Calls?

“You are those who have stood by me in my trials” (Luke 22:28).

One of the scenes during the Last Supper includes the disciples arguing about who would be the greatest in the kingdom. Jesus taught them one last time about what it means to be a servant. Then he commends them for standing by him through all his trials. They had faithfully followed him for three years; some early followers had turned back because his teaching was too difficult to accept (see John 6:66). Jesus’ words of affirmation seem ironic on the night all his disciples would scatter. Nevertheless, Jesus in kindness shared his genuine appreciation for his remaining disciples.

Standing By

Donors appreciate your presence when you stand by them in difficult life moments. Perhaps you visited them in the hospital, cried with them over a prodigal child, encouraged them through a financial crisis, or mourned with them at the graveside of a loved one. As a donor representative you have the unique privilege of accompanying your ministry partners as they walk through the dark valleys.

A True Friend

Jim is a development director who genuinely cares for his donors. They aren’t just names on his donor portfolio, they are close friends. Bill and Mary had supported Jim’s ministry faithfully over the years. For one capital campaign, Jim challenged them to consider a $1 million gift. Even though Bill had the financial capacity, he resisted and told Jim, “I hope the fact that we can’t give this gift won’t harm our friendship.” Jim responded, “Bill, nothing could come between us. I am just grateful for the privilege of asking you for a gift of this size. Not everyone has this ability.”

During Times of Trial.

Bill and Mary prayed about the gift. Two weeks later Bill called Jim and said, “Mary and I have been thinking and talking. God has been so good to us and we want to give that gift.” Jim expressed his incredible thankfulness for Bill and Mary’s generosity. Now the rest of the story: Several years later, Bill passed away and Jim was the first person Mary called. She sent her private jet to pick up Jim so he could fly to Florida and accompany her as they brought Bill’s body home. She did not ask her sons—she asked Jim.

What true friend are you standing by during times of trial?


Ron Haas, Vice President of The Timothy Group, has also served the Lord as a pastor, the vice president of advancement of a Bible college, a Christian foundation director, a board member and a fundraising consultant. He’s authored two books: Ask for a Fish – Bold Faith-Based Fundraising and Simply Share – Bold, Grace-Based Giving. He regularly presents fundraising workshops at ministry conferences and has written fundraising articles for At the Center magazine and Christian Leadership Alliance’s Outcomes magazine.

Donor Relations, Major Donors

Overcoming The “FUD” Factor

As we dealt with much of the U.S. economy grinding to a halt over the past three months, non-profits have felt the impact. Now, even as we begin to move forward, we continue to see an increase in what we refer to here at The Timothy Group as “The FUD Factor.”

What exactly is “FUD?” Well, Pat began referencing The FUD Factor in his first book, Major Donor Game Plan, in 2006. It was true then and still is today. FUD is an acronym for “Fear, Uncertainty and Doubt.” It plagues many good institutions and hinders many otherwise productive development teams.

As recent as this week, Pat and I had a discussion with one of our clients who is experiencing FUD. They were forced to put their capital campaign on pause back in March and are now struggling with when and how to re-engage. Their main question is, “Are our donors ready?” Ongoing discussions with them include many examples of FUD:

FEAR.

Will donors misunderstand our motives? Will we offend our donors by asking them for money now or in the near future?

UNCERTAINTY.

Will our mission and case resonate as strongly today as it did a few months back?

DOUBT.

How much should we worry if our donors have the resources to give during these times?

FUD can produce other obstacles as we move forward, including:

Loss of Momentum

Momentum is a funny thing. When it is gone, it is sometimes hard to flip the switch back on. We have seen it derail good fundraising efforts with past clients.

Volunteer Fatigue

We may lose some of our best volunteers through inactivity. If you don’t engage with them regularly, you may need to go back and recruit them a second time, or at worst, need to start afresh.

Lack of Donor Cultivation

Your donors need romance and cultivation before actual solicitation. If FUD causes you to be afraid to romance or cultivate, it makes it even harder to actually ask for a gift.

How Can You Overcome The FUD Factor?

Consider this excerpt from Pat’s Major Donor Game Plan book (pages 97-98):

This is all-important. Many major-donor relationships are never consummated because of FUD: Fear, Uncertainty, and Doubt. We the solicitors suffer from the FUD syndrome, not the major donor. Overcoming this FUD obstacle will absolutely change your advancement office mentality, production, performance, and net gift income. Your capital campaigns will get funded. You will begin to lay a foundation for endowment funding. Overcoming the FUD syndrome will make an impact.

Fear grips all of us at different times in our lives. You know that nail-biting, worry-about-all-kinds-of-things fear. In most donor relationships, we fear the loss of relationship. We have carefully Researched and Romanced this particular donor and now we are afraid of making “the ___________ ask”, or making it in the wrong way, so fear takes over. “Oh my, what if we ask to high and offend them?

After all, a damaged relationship is very difficult to restore. “We have worked this hard to get them to this point with our organization, so perhaps we had better wait. We certainly do not want to offend them.” Perhaps they will even approach us and indicate somewhat out of the clear blue sky what they might be willing to invest. Remember a concept mentioned earlier: No heavenly hinting.

Most of all, we fear rejection. We fear the pain of hearing a NO! Sometimes we even fear hearing a NOT RIGHT NOW! We are uncertain how to craft material to take along on the call, or how to conduct a brief Request session. We begin to feed our fear, uncertainty, and doubt with statements like, “I doubt if they (the potential major donors) would have any interest in helping to fund this project.”

Fear, uncertainty, and doubt are killers to any major-donor program.

You must begin to address and eliminate the FUD factor in your organization. Sit down as a fundraising team, an advancement team, with your trustee board, development team, or campaign committee and honestly evaluate the FUD factor that has limited your success to date. As you begin to honestly address the fear, uncertainty, and doubt, you are one more step closer to having an effective major donor program.


Article submitted by Kent Vanderwood and Pat McLaughlin.

Click here to review and order other top-selling books published by authors from The Timothy Group.

Development, Donor Relations, Major Donors

Three’s A Charm. Well, Sometimes.

We’ve all heard the expression, “Third time’s the charm,” and I’m confident that sometimes, that is the case. The giving figures for 2019 were release on Tuesday. Once again, giving in America eclipsed all other nations, no one else was even close. There is generosity and philanthropic DNA in America. Across the board, giving was $449 Billion. Yes, that is the “B” word! This is up from $427 Billion in 2018.  Where will we land in 2020? Wowzer, none of us seem to know. I can’t predict the future, but I do know who holds the future.  

Three items are having an impact on donors and giving here in America: 

The Pandemic

By now most of us are tired of COVID-19 information. Many of us are burned out on FaceTime, Google Duo and, of course, Zoom. We would love to get together in person but that still seems to be somewhere in the future, the near future, hopefully. It is a serious virus and we must all continue to be diligent. I know a major donor couple in the UK in their 70’s that have not been out of their home in over 100 days. This whole adventure has had an impact on your donors and ministry partners. 

The Economy 

We have globally been rocked by the shutdown of businesses and corporations, large and small. The GDP is down and frankly there is some gloom and doom in many people who are deeply concerned about their investments, their occupation, their business, and their pocketbook. Our donors, large and small, who previously supported us generously may be asking the question, “If I give, will I have enough to meet my own needs?” Needless to say, we are in an economic crisis. We are all asking the question what kind of an impact this will have as our ministries head toward the 4 best fund-raising months (September-December) this year.

Social Unrest

It has captured the news everywhere in America. Racial injustice, police brutality, social profiling, and discrimination is causing all of us to search our hearts for answers and has driven up to our knees. There are times we seem to be a divided nation. A year ago, we were all getting ready to celebrate Father’s Day and planning our 4th of July celebrations. Today, we are at home because of state mandates or briefly out in public with a mask on trying to figure all of this out. Can someone say, “6 blocks in Seattle?”    

I could add another potential impact on donors as we head toward the Fall. This is a Presidential election year, and that almost always seems to impact giving. Will we exceed 2019 giving numbers? I don’t know. But there is one thing I DO know – God has got this! Yes, He is concerned about you, your family and friends, your church, and your ministry. Here is a three fold approach to combating this Pandemic with the acts of God!

Threefold Approach

(1) “Pray Without Ceasing.” Paul the Apostle had it right, stay in a constant season of prayer. Our world, our nation, our cities, our communities our neighborhoods, and our families need it! 

(2) Communicate with every ministry partner and tell them you love them, and that you need them. See them electronically, of course, for now, hear them by listening to their personal stories and learn how they’re responding to our circumstances here in 2020, and value them as the lifeblood of nearly every ministry as our prayer warriors and our ministry partners/donors. Share your ministry value propositions with them. 

(3) Holy Boldness as you reopen, reboot, and increase your ministry outreach. Do not be afraid to share with boldness the needs you see in your centers of influence and how your ministry addresses them. Share boldly your mission, vision, and core values as well as the human needs you are addressing with your services and how you will share the Gospel for an eternal impact. 

Three is a charm. We can address the real and felt needs of your ministry partners/donors head on with grace, love, and hope. These are the three good ones.

Remember these words of wisdom, “Say your prayers and wash your hands, because Jesus and germs are everywhere.” 

Godspeed in this incredible journey. 


Article submitted by Pat McLaughlin, Founder/CEO of The Timothy Group.

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