You are currently viewing DO YOU SEE A PERSON OR A DONOR?


Do you see a person or an object when you encounter someone new? With the needs of the Ministry and with your heavenly vision constantly on your heart, it is easy to view people as objects rather than human beings who have needs, desires, and dreams of their own.

As it has been said, objects are to be used, and people are to be loved. Many times there is a great temptation to want to use people, and love objects. It is human nature and true for all of us. Yet it is God’s nature to do the former. We sometimes find ourselves torn between the two perspectives.

At BMCFerrell, we always counsel ministers to consider everything they do as ministry to people. Oral Roberts once said,”everyone is sick in some way…it is our job to heal them.” We believe that if we truly meet the needs of the people, it can’t help but follow, that the people will meet the needs of the Church/Ministry.

According to David Ogilvy in his classic book, Ogilvy on Advertising, Bill Bernbach was one of the “six giants who invented modern advertising”. In today’s communications revolution, where everything is changing at warp speed, we should remember Mr. Bernbach’s wisdom:

“Human nature hasn’t changed for a billion years. It won’t even vary in the next billion years. Only the superficial things have changed. A communicator must be concerned with the unchangingman-what compulsions drive him, what instincts dominate his every action, even though his language too often camouflages what really motivates him. For if you know these things about a man, you can touch him at the core of his being. One thing is unchangingly sure. The creative man with an insight into human nature, with the artistry to touch and move people, will succeed. Without them he will fail.”