Modern Day Missionaries

Fundraising Strategies That Actually Work Today with Mary Valloni & Mike Kim

• Stephanie Leigh Gutierrez | Modern Day Missions • Season 7 • Episode 32

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How’s your fundraising working for you right now? Do you feel stuck? Are the methods you're using just not connecting with supporters anymore? In this episode, fundraising expert Mary Valloni and branding strategist Mike Kim share modern, proven strategies missionaries can use to fully fund their ministry without awkward sales pitches or burnout.

Learn how to keep donors through big transitions, build a small but powerful advocacy team, brand yourself in a God-honoring way, and tell the three essential stories every missionary needs. If you’re ready for fresh ideas that work in today’s world, this episode is for you.


In This Episode, You'll Learn:

  • What’s really working now in missionary fundraising—and how to spot tactics that are wasting your time.
  • Ways to approach donors so conversations feel natural, not like a sales pitch.
  • How to identify and recruit three to five key advocates who will open doors you can’t open alone.
  • A simple mindset shift that makes branding yourself feel God-honoring instead of self-promoting.


Hey missionaries—how are your finances on the field? At Modern Day Missions, we make it simple for missionaries to receive donations and for donors to give. Serving 1,100+ missionaries worldwide, we free you to focus on your calling. We also offer resources like our weekly podcast, fundraising coaching, and a resource-packed newsletter. Connect with us at modernday.org


Thanks for listening! Email us your questions at care@modernday.org


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Stephanie Gutierrez
 Hey Mary, hey Mike, thanks so much for joining us today on the podcast.

Mary Valloni
 Thanks for having us.

Mike Kim
 So good to be here.

Stephanie Gutierrez
 We’re talking finances today, and I think you both bring such a unique voice to this topic of fundraising—especially from a modern perspective. I'm grateful for that.

To kick us off, if each of you could wave a magic wand and change how missionaries fundraise worldwide, what would instantly look different?

Mike Kim
 Mary, go first.

Mary Valloni
 Okay! So I’m a 20-plus-year fundraiser—this has been my calling for decades, and I love it. If I could wave a magic wand, I’d want people to throw out all the unhelpful baggage they’ve picked up about fundraising.

Forget the bad stories or fear-based narratives. I wish people could approach it with a fresh mindset and actually enjoy the process. Missionaries love people—that’s why they’re called to this. I wish they could just love people and stop stressing about money. That’s my wish: no more fussing in fundraising.

Mike Kim
 I love that. And to add from a marketing lens—because that’s my background—marketing isn’t about closing a sale, it’s about opening a relationship. That shift takes the burden off.

Fundraising should be the same. It’s not just about closing a donation, it’s about opening relationships and sustaining them. If we made it more relational, conversational, and human, I think we’d get much further. Everyone involved would benefit.

There are also a lot of unspoken tensions in fundraising. Like, “Did they unsubscribe from my emails? Did they stop giving? What do I say next?” Let’s clear the air. Let’s get the elephants out of the room and make fundraising feel real and human again.

Stephanie Gutierrez
 That’s so good. You both bring in such unique perspectives—Mike, with your marketing expertise, and Mary, with all your fundraising experience.

And Mike, what you said about “opening a relationship instead of closing a deal” is so important. This isn’t sales. Neither of you came from sales or high-pressure environments, and I think that’s key.

So let’s go deeper: what does it look like to open a relationship versus close a deal? How does a missionary behave differently in each of those mindsets?

Mike Kim
 That’s a great question. The big shift, which Mary touched on earlier, is that many missionaries operate through a lens that says, “I need to tell others what I’m doing or what God has called me to.”

So their communication becomes one-sided—they’re announcing things from their own point of view. But they’re not necessarily listening to what their donors are experiencing or caring about. And while that’s very common, it’s not always healthy.

In any relationship, communication has to go both ways. One-sided communication isn’t sustainable. So when we work with our students, we say: make sure your donors feel like they have a voice. Let them know you’re listening.

There’s that old saying: “God gave you two ears and one mouth.” So listen twice as much as you talk. Traditional fundraising models often say, “Talk more about your mission.” But that approach doesn’t align with how people communicate today—especially with the rise of social media. You have to listen. You have to give people space. That’s a major shift.

Mary Valloni
 Absolutely.

Stephanie Gutierrez
 “There’s no such thing as good, healthy, one-sided communication.” I love that. We’re often not trained to listen—we’re trained to speak. But Mike, you’re right: what are we actually taking in?

So Mary, how can someone lean more into the relational side of fundraising and become a good listener, while still sharing their story?

Mary Valloni
 Great question. Missionaries typically have a long list of things they do—programs, services, outreach. So it’s easy to unload all of that on the person sitting across the table or on a video call.

But if you pause and really listen, you’ll notice what that person cares about. And once you know that, you can tailor your message to their interests. You don’t need to share everything. Just focus on what’s relevant to them.

Start by asking: “What are you interested in when it comes to missions? Have you given to missions before?” Let them talk first. You may even find out that they’re not aligned with your mission—and that’s okay! Point them toward someone else’s work if it’s a better fit. That builds trust, and they’ll remember that.

So yeah, don’t try to cram everything in. Keep it focused and intentional.

 

Part 2

Stephanie Gutierrez
 That example of being on a date is spot on. You're paying attention, you're trying to connect, and you’re tuned in to how you're coming across. It’s similar in fundraising—you're trying to build a relationship.

Sometimes I think people worry, “If I just listen and don’t say much about my mission, will they still want to give?” But people give to people more than projects. We’ve seen supporters follow missionaries through all kinds of changes in their ministries. They believe in the person. The relationship matters most.

Let’s talk more about the support team. You two have a book called Fully Funded that’s outstanding—not just for the “why,” but for the tools you include that I haven’t seen in any other fundraising book. One that stood out to me is your team document, a formal tool with clear expectations and benefits. Can you unpack that?

Mary Valloni
 Yes. This goes back to my fundraising days. What I find fascinating is that in churches, everyone understands the idea of a committee. Whether it's women’s ministry, children’s ministry, or a building campaign—committees make things happen.

Every nonprofit I’ve worked in has functioned through committees. It’s the only way expansion happens. But missionaries are often trained to go it alone—and that’s counter to everything they’re actually doing in the field, which is building teams and discipling.

So Mike and I said, “Let’s bring this committee concept into the missionary space.” That’s where the team document comes in. It’s not revolutionary—it’s adapted from tools I used in major nonprofits where we raised millions of dollars. It’s simply asking three to five people to come alongside you and help you become fully funded. It’s a line-by-line outline of expectations.

Most professionals are used to job descriptions. This is just that—a job description for a high-level volunteer. Some people say it feels too formal, but fundraising is your full-time job. You should present yourself professionally.

Mike Kim
 Absolutely. We always say: fundraising isn’t a solo sport. Every missionary who’s implemented this step—step three in the book, “Enlist Your Team”—has become fully funded. That’s because it’s no longer all on their shoulders.

Too many missionaries are doing everything themselves—leading Bible studies, planting churches, developing teams—all while trying to fundraise alone. Then they wonder why their support dries up. Of course it does—you’re not home anymore. So enlist people who are still there and can carry the mission forward.

When people know what’s expected of them, they’re more likely to say yes and follow through. That clarity shows respect and helps them commit fully.

Stephanie Gutierrez
 That clarity really stood out to me in your tools. What you’re building is both highly relational and highly professional—truly modern.

Some missionaries still follow the “mom and pop” model—sending a few cards, making some calls, hoping it works out. You guys are saying: yes, lean into the relational—but also be strategic. Have a strong, professional system in place so that people from different backgrounds—business leaders, grandparents—can engage in the way that fits them best.

So Mary, say more about that. How do you appeal to both the business-savvy donor and the sweet grandma who just wants to give and chat?

Mary Valloni
 Great question—and a quick clarification. When we talk about this specific “team,” we mean those three to five high-level volunteers. This is different from your broader support team.

The people on this inner team are your advocates. They pray for you, connect you with others, and actively help you get fully funded. That might include introducing you to their pastor, inviting friends to hear your story, or hosting events on your behalf.

And yes, sometimes that person is a grandma who also happens to be a business leader. But not every donor fits this role—and that’s okay! You don’t need many. Just the right few.

What’s amazing is that these advocates often mirror your personality. If you’re introverted and nerdy—great! Go find introverted, nerdy donors who believe in your mission. Mike always says, “Double down on who you are.” God made you that way on purpose. You don’t have to become someone else to succeed in fundraising.

Stephanie Gutierrez
 Thank you for clarifying that! And I agree—there are some powerhouse grandmas out there. But I love that you’re distinguishing the inner team from the full list of supporters.

Mike, you were about to say something—and I’d love to also pivot into branding, because Mary touched on that and I know that’s your specialty.

Mike Kim
 Yeah, absolutely. Before I jump into branding, let me give a quick example from scripture. By Matthew chapter 4, Jesus—Son of God—is already building a team. The text says his fame spread throughout Syria, not because he had social media or a microphone, but because people talked about him.

Why Capernaum? It was a trade city. His disciples included fishermen who traveled, multilingual traders, and professionals who could spread the message far and wide. That’s strategy. It’s the same with fundraising—you need people advocating for you.

Now, branding. Branding is just identity. The term comes from marking cattle for instant recognition. Modern branding started with Josiah Wedgwood, an English potter in the 1700s. He made dishes for Queen Charlotte, called them “Queensware,” and pioneered money-back guarantees and free delivery.

In ministry, branding is about being recognizable. We've all skipped church when the lead pastor wasn’t speaking, or shown up late based on who was leading worship. Even though we’re there “for God,” we still respond to human elements. The same is true in fundraising.

Your brand is what people say about you when you’re not in the room. It’s your ideas, personality, reputation, and expertise. We used to call it “reputation.” Now we call it “brand.” Are you recommendable?

Stephanie Gutierrez
 That’s such a good breakdown. Some missionaries get uncomfortable with the term “branding,” but you’re making it accessible. What advice do you have for branding in a way that’s healthy and God-honoring—without crossing into self-promotion?

Mike Kim
 Great question. Here’s a story: when I was a youth group worship leader, I wrote a song. Everyone loved it and asked where it came from. I was so embarrassed to say I wrote it that I lied—I told them it was an old Vineyard song not available on CD.

I felt like if I said it was mine, it would seem prideful. So I actually sinned in an effort to be humble. Eventually someone outed me, and I had to wrestle with that.

Many missionaries experience something similar. They’ve been taught to stay behind the scenes and not draw attention to themselves. But there’s a line between hiding and humility. Sometimes, we bury our talent in the ground. It's a tension, not a problem to solve. We just need to manage it prayerfully.

Put yourself out there in a God-honoring way. Ask the Lord to guide you. And trust that he will. You’re not going to do it perfectly—but obedience is what matters.

Part 3

Mary Valloni
 Yes, and for those of you called to this work—you are the face of the people you serve. Stephanie, you’re the face of your listeners. You carry a responsibility to bring things that serve them well. That’s why your name and face are attached to this podcast.

It’s the same for missionaries. You’re representing a group of people—your community, your ministry, your mission. If you don’t speak up, they go unheard. So go ahead and be bold. Put your face out there. Use your voice to advocate for your people and invite others in to help.

Mike Kim
 It’s also just expected now. Because of social media, your headshot is your best logo. A picture is worth a thousand words—so use it! If you're not in a closed nation, use your face. God gave it to you.

We’re wired to recognize people by faces. That’s how we connect. It’s simple, it’s normal—it’s human.

Stephanie Gutierrez
 That reminds me—since you brought up closed nations—how do missionaries in those settings approach branding when they can’t post publicly or use their real names online?

Mike Kim
 Great point. That’s where your team becomes essential. They do the public-facing work for you.

We’ve worked with many missionaries in closed nations, and we help them craft support letters and updates using strategic, coded language. For example, instead of “Bible” or “God,” you might use terms like “the book” or “the word.” You train your audience to understand that language.

One of our coaches, Dr. Don Allen, specializes in working with missionaries in closed nations. He’s helped many raise six figures while operating in sensitive areas.

In fact, when your supporters are brought into that inner circle of confidentiality, it can actually deepen the relationship. They feel like part of a mission that matters and requires discretion.

Stephanie Gutierrez
 That’s powerful. It reminds me of The Mysterious Benedict Society—there’s something exciting about being part of a secret mission. That can become a form of branding in and of itself.

Now, you also talk about “sticky stories” in your book. Can you explain what those are?

Mike Kim
 Yes! There are three types of stories every missionary should be able to tell on the spot:

  1. Founder Story – Why did you start doing this work? What's your origin story?
  2. Ministry/Organization Story – Why does your ministry exist? What’s its purpose?
  3. Transformation Story – What life change has happened as a result of your work?

Most missionaries focus heavily on transformation stories, which makes sense—we overcome by the word of our testimony. But they often skip the other two.

People need to know who you are and why this ministry exists. Think of every biblical figure—Moses, David, even Jesus—we know their origin stories. It helps us connect.

For example, how Mary and I met is part of our origin story. She sent me emails I never saw—turns out she sent them to the wrong address! Once we connected, we launched Fully Funded Academy. That’s the story behind the work. And it’s different from our personal stories.

Your identity will remain the same even when your assignments change. But many missionaries tie their identity too closely to their current assignment. Then when the location or focus changes, they don’t know how to explain themselves.

That’s why these three stories are so important. They create continuity and relational trust—even when you're in transition.

Stephanie Gutierrez
 Yes! I remember when we came back from the field after a tough church transition. We had to say, “Well, people are leaving the church... praise God?” It felt awkward.

But our supporters stuck with us—not because of the project, but because they believed in us. And when we started our new nonprofit for Spanish-speaking pastors, those same people were still with us.

Even the weird parts of your story are part of the story. And silence is far more damaging than a tough update. People will stay with you through transitions more often than you think—unless you stop communicating altogether.

Mary Valloni
 Exactly. People think transitions are the hardest things to talk about, but they don’t have to be. That’s actually one of the best parts of support raising: you have the freedom to pivot. You're an entrepreneur. God called you here, and now he's calling you there.

Yes, some supporters may prefer international over domestic work—or vice versa—but that’s okay. If you don’t share what’s going on, though, you’ll lose people simply because they’re in the dark. The modern approach requires consistent communication. You can’t go silent.

Stephanie Gutierrez
 Totally agree. We lost a few supporters during our move back to Minnesota—but we were shocked by how many stayed. We launched a new ministry doing retreats for Spanish-speaking pastors, and our people stayed with us because of that personal connection.

Even “awkward” transitions can become powerful new chapters if you share your story with transparency and hope.

And I want to be sensitive—some people have lost all their supporters. If that’s you, just know: you're not alone, and you're not done. That’s why I’m so grateful for coaches like you two.

Can you share how people can connect with you?

Mary Valloni
 Yes. Mike and I always say: we can give you the steps, but we’ve also created a space for you to learn and grow with others. That’s what Fully Funded Academy is all about.

We provide the tools, templates—even the exact ones from our book—but more importantly, we offer community and coaching. There’s something powerful about being surrounded by others who are going after the same goal.

Many missionaries today have never seen someone fully funded. But when they join our private group and see others posting their success stories, it changes their mindset from scarcity to possibility.

We also share stories from our students on our YouTube channel—check out the ones from Nora and Adam for some encouragement.

Stephanie Gutierrez
 And I just want to say—pick up the book Fully Funded. Some people can read a book and execute it. But others need help. That’s where coaching comes in.

I’m a coach, and I have a coach—because sometimes, you just need support, clarity, and accountability. If you feel overwhelmed, don’t stay stuck. Reach out. There are people who can walk this road with you.

Mike, Mary—thank you so much for being here. This was powerful.

Mary Valloni
 It was such a joy. Thanks for having us.

Mike Kim
 Thank you, Stephanie. We loved it.

People on this episode

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Stephanie Leigh Gutierrez

Host
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Ben Ankarlo

Producer
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Luke Eubank

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Mary Valloni

Guest
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Mike Kim

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