Chicago O’Hare Airport was busy. I was eating lunch in the crowded food court and watching the bustle of people walking briskly along Concourse H of Terminal 3. An undercurrent of indiscernible conversations buzzed around me. Yet, I could hear the muffled voice of a gate agent from somewhere on Concourse H as she called various boarding groups; another voice on the other side of the food court yelling a to-go order number; and yet another voice calling stand-by passengers. Amid this entire undercurrent, one voice was very clear. The voice boomed above all other announcements. This message broadcast over the public address system throughout the entire terminal.

"Effective immediately by order of the Transportation Security Administration: If you plan to travel with liquids, gels or aerosols in your carry-on bag remember 3-1-1. All liquids, gels and aerosols must be in a 3 ounce or less sized containers. Containers must be placed in a 1 quart-size, clear, plastic, zip-top bag. Only one bag is permitted per traveler. It must be removed from your carry-on and placed in the security bin for x-ray screening."

Why was this message being broadcast on the concourses? Every person in Concourses G, H, K, and L had been cleared by TSA. The message did not have relevancy to people already on the concourse and either about to board a plane or to leave the airport. If people didn’t know about this rule, then they certainly learned about it while going through the TSA checkpoint. No one walking along these concourses needed to pass through a TSA checkpoint again on that particular day. The people who really needed to hear this message were those outside of the concourses – those checking-in at a kiosk; those standing in a TSA checkpoint line; those just arriving at the airport. Nonetheless, the announcement played every 15 minutes throughout the terminal.

If one thought for too long about hearing this message being repeated over and over again, one might be insulted. Am I so dense that I need to hear the message again and again? Did I forget what the TSA employee who was passing out the zip-top bags said to other passengers and me at the checkpoint? The answer to both is "No." I’m guessing it’s easier to broadcast the message throughout the terminal or the technology is not sufficiently advanced to provide distinct announcements in certain zones of the terminal.

Faith-based organizations are often guilty of this same mass approach. Granted people need to receive the same information numerous times in various ways in order to retain it. Yet, we often provide one message because of its apparent ease. This technique is glaringly apparent when many faith-based organizations and churches solicit charitable gifts – one annual campaign with identical material provided to every constituent; one designated appeal with the same invitation issued to every donor; one thank you letter mail merged to all contributors. It’s easier. It’s more efficient. It saves time and expenses. It requires less sophisticated donor-tracking software.

However, look at the end result. One mass approach makes funding ministry harder, not easier. The message may insult some people. The message may be considered irrelevant. The message may communicate an impersonal attitude. In a world of every increasing personal choice, we are challenged to conduct fund development with greater segmentation and personalization. Segmented appeals and personal thank you letters are required in today’s culture. Consider the many demographic segments in your donor database. How many different methods of invitation do you implore when asking for generous support? I urge you to determine at least five or six segments. Invite their participation in different ways. Provide them with different information by diverse means. Repeat these efforts when you thank them for their contribution.

As I walked to Gate H11a, I passed thru the food court and thought about the millions of food combinations that exist for the savvy traveler. Our ministries are just as varied. Then, I heard that message again, "Effective immediately by order of . . ."

Actually, we do have a message to broadcast to all: "For God so loved the world . . ."