What the Apostle Paul Can Teach Us About Ethical Persuasion
“Have you figured out how to work in marketing and still be a good person?”
A colleague asked me this half-joking, half-serious question a while back. And honestly? It’s a fair one.
Marketing—and fundraising in particular—has a reputation problem.
Ask the average person what comes to mind when they hear the word fundraising, and you’ll likely get responses like “manipulative,” “salesy,” and “pushy.”
Sadly, those impressions don’t come from nowhere.
But here’s what might surprise you:
The Apostle Paul, the theological heavyweight of the New Testament, used many of the same tactics we see in modern marketing—and he used them in his fundraising appeals to the early Church.
So what can we learn from Paul about ethical marketing and fundraising?
Quite a bit.
Paul’s playbook: Persuasion with purpose
In 2 Corinthians 8-9, Paul writes to encourage the Corinthian church to give generously to support believers in need.
His message is masterful—deeply theological, emotionally intelligent, and yes… persuasive.
Paul appeals to:
Social proof: Look what the Macedonians have done!
Reciprocity: Remember what Jesus gave for you.
Urgency: Finish what you started. Don’t delay.
Emotional and spiritual reward: Giving is a joyful act God delights in.
None of this was accidental. Paul understood human nature. He knew what moved people to action.
But his persuasion wasn’t self-serving. It was grounded in love, integrity, and a desire to see the Church thrive.
Let’s break it down:
👏 Social proof
“The churches in Macedonia… gave not only what they could afford, but far more. And they did it of their own free will.” (2 Cor. 8:3, NLT)
Paul starts by highlighting what others have done—a classic persuasive move.
Today, we’d call it leveraging social proof. It’s powerful because people naturally look to others to gauge what’s normal or expected.
🔄 Reciprocity
“Though He was rich, yet for your sakes He became poor, so that by His poverty He could make you rich.” (2 Cor. 8:9)
Here, Paul reminds the Corinthians what they’ve already received. It’s not guilt, it’s gratitude.
Their generosity isn’t payment. It’s a response to grace. That’s ethical reciprocity.
⌛ Urgency
“Now you should finish what you started… Let the eagerness you showed in the beginning be matched now by your giving.” (2 Cor. 8:11)
Paul doesn’t want their intentions to fizzle out. He pushes them toward completion, but without manipulation.
He invites follow-through, not fear.
😊 Joyful giving
“God loves a cheerful giver.” (2 Cor. 9:7)
Paul doesn’t coerce. He steers away from pressure and into joy.
Because generosity isn’t a duty to dread. It’s a chance to delight.
So… was Paul being manipulative?
It depends on how you define “manipulation.” If it means bending the truth to get what you want, then no, Paul wasn’t manipulative.
If it means understanding human psychology, the power of emotional language, and motivating action?
Then yes, Paul used persuasive techniques.
But he did so ethically, because his aim was never self-interest. It was kingdom impact.
That’s the choice every Christian marketer and fundraiser makes. Which brings us back to the original question:
Can you work in marketing and still be a good person?
Yes, but it takes intentionality.
Fundraising and marketing are about persuasion, and that’s not inherently wrong.
In fact, persuasion is simply helping people see what’s true, valuable, or worthy of action.
The difference between ethical and unethical fundraising and marketing isn’t the tools. It’s the intent behind them, and the respect you have for your audience.
How do you do it right?
Here’s how to market and fundraise without selling your soul:
✅ Be honest. Always.
Sounds obvious, but integrity is your most valuable asset. Never exaggerate. Never mislead.
Trust is hard to earn and easy to lose.
✅ Sell solutions, not hype.
People don’t give to hype. They give to real problems with real solutions.
So don’t overpromise. Show how their gift actually makes a difference—concretely, tangibly, clearly.
✅ Respect agency.
Ethical marketing doesn’t remove choice. It enhances it. Give people the truth and let them decide.
If your message depends on pressure, it’s time to rethink your message.
✅ Think beyond the donation.
Marketing isn’t just about conversions, it’s about connection.
Are you building a relationship? Are you following up with value, not just more asks?
✅ Examine your motives.
Would you still be proud of your message if you weren’t getting paid for it? Would you send it to your grandmother?
If not, something’s off.
Faith-based fundraising
Fundraising in the faith-based sector brings even more weight to the table. Because you’re not just representing a brand, you’re representing Christ.
And you’re not talking about philanthropy. You’re talking about biblical stewardship.
This means:
❌ No guilt trips.
❌ No prosperity gospel promises.
❌ No shame-driven appeals.
Invite people into the work God is doing, inspire them with truth, and steward their gifts like sacred trust.
Final thoughts
Paul wasn’t selling anything, but he was persuading.
Passionately. Strategically. Even urgently.
So yes, Paul was a marketer—of sorts. And if the Apostle Paul could use persuasive tools to invite generosity without compromising his integrity, so can we.
If you’ve ever felt the tension between marketing and morality, between driving response and honoring people—good.
That tension means you care.
And that’s the first step to doing this work with both excellence and ethics.
