Views of Kenya Churchgoers Toward Life Ministry - Kenya. An External Communication Audit.

Abstract

Often it has been repeated that the greatest handicap for indigenization of Afri- can missions is lack of financial support. Indeed Christian organizations are crying out for support from Christians. But the challenge goes back to the organi- zations as to what they are doing to mobilise Africans to give? Having realised this challenge, LIFE Ministry-Kenya asked this researchers to carry out this study to measure the level of awareness about the attitudes toward the organization amongst attenders of churches LM had worked with so that such information could form an accurate foundation on which to build a more effective communica- tion strategy for fund raising among LM's church audience. A descriptive survey method was used to gather information from a population of 488 church attenders scattered in different parts of the country, namely; Nairobi, Nakuru, Mombasa, Kisumu, Garissa, and Isiolo. The data showed that only about 50% of the respondents had any accurate knowledge about LM, its activities and programs, and that knowledge was mostly superficial, not in-depth. The same percentage was involved with LM in one way or another, but only 10-12% in financial or volunteer support. The results show the need for LM to develop proactive communication strate- gies to raise the level of awareness amongst its church audience a first step toward fund raising for if the awareness level is so low in churches that the organization is already working with, it would be very poor indeed in places where it has not yet ventured.