Using the language of the heart to optimize the mobilization of financial resources for the benefit of the Church of the Assemblies of God in Burkina and Mozambique

Abstract

This paper explores the use of the language of the heart as a lever to optimize the mobilization of financial resources for the benefit of the Assemblies of God Church, focusing on the contexts of Burkina Faso and Mozambique. This approach is based on the idea that communication strategies, based on an emotional and human dimension, can improve member engagement and fundraising. The overall objective of this article is to analyze the effectiveness of the language of the heart in mobilizing financial resources within the Assemblies of God Church, while identifying the contextual factors that influence its success or failure. The methodology adopted is a mixed-method approach, combining quantitative surveys via questionnaires administered to a sample of church members in both countries, and qualitative interviews to deepen the understanding of believers' perceptions and attitudes. Preliminary results indicate that emotionally focused language is particularly effective in contexts where messages are adapted to the cultural and spiritual values ​​of local communities. However, the perception of the sincerity and authenticity of the message is crucial to the success of mobilization. In conclusion, the study suggests that the use of the language of the heart, adapted to cultural and spiritual specificities, can effectively optimize the mobilization of financial resources for the Assemblies of God Church. This approach requires sincere, authentic communication that is in line with members' expectations.