Why Does the Prosperity Gospel Work in Gaining Maximum Donations?

A Two-part Post about the Prosperity Gospel: Part 1

1 | What is the Prosperity Gospel?

I remember sitting in church every New Year's Eve, listening intently to the familiar sermon about "Financial Breakthrough!” We would pray for miracle money and one month would pass, then two months, then eventually a whole year with no change to our circumstances. Before we knew it, we would be back at church repeating the same prayers. We believed that God, as the creator of all things, had both the means and desire to provide for us, his children. The idea that wealth and prosperity can be obtained through miraculous and supernatural means is known as The Prosperity Gospel.

Rather than transparently addressing the church’s operational costs and financial needs, the Prosperity Gospel functions as a proven mechanism to extract greater congregational donations, and in many cases becomes a means to fund the personal wealth of the heads of the church. Gilbert Deya for example, owned a branded plane and helicopter and would come to church in a limousine. One of the latest prosperity gospel evangelists - South African Prophet Mburu - purchases one-hundred thousand dollar suits. Meanwhile, those in the church that fund these lifestyles make no economic progress, as they continue to make their leaders richer. [See Documentary: Confronting South Africa's Millionaire Preacher | Reggie Yates Extreme]

Below is an example of what a typical Prosperity Gospel sermon sounds like, based on a Gilbert Deya sermon:

Look at the world. Look at us black people. Why are we always last? Every other race is doing well but us. Why is that? Well let’s all turn to the book of Exodus 20:4. It is written, you shall not make for yourself an image in the form of anything in heaven above or on the Earth beneath or in the waters below. Verse 5 says You shall not bow down to them or worship them; for I, the Lord your God, am a jealous God, punishing the children for the sin of the parents to the third and fourth generation of those who hate me, but showing love to a thousand generations of those who love me and keep my commandments.

Think about what your parents and your grandparents used to do back home in the village. Those rituals they used to do... Some going to the village doctor... That is evil my people. God is saying it is because of the sins of our forefathers that we are where we are today. Every action must have a consequence. It is not your fault, but it is up to you to remove that curse. The curse of poverty ends with us. Your children will be poor NO MORE!

[Church says Amen!]

Now let us look at Isaiah 40:31. It says, they that wait upon the Lord shall renew their strength; They shall mount up on wings like Eagles, they shall run and not be weary, and they shall walk and not faint. What does this mean?

No matter what you are going through, you must hold onto your faith. Our Lord is the one and true living God. He lives, always has and always will. You must continue to obey whatever he tells you.

Look at the Israelites. How long were they in the wilderness for? Are you willing to wait 40 years for the Lord? He is coming back for his children very soon and if you give up now, what will you miss out on tomorrow? No matter what you have been through, on that day when our Lord arrives all of your troubles shall come to an end.

It is written, Bring the whole tithe into the storehouse, that there may be food in my house. Test me in this,” says the Lord Almighty, “and see if I will not throw open the floodgates of heaven and pour out so much blessing that there will not be room enough to store it (Malachi 3:10). Miracle money is real. You simply only need to believe. Money can come from anywhere, but faith without action is dead, so you must: pray, read your Bible, and thank him for everything that is to come, not forgetting to give your tithes and offerings too. God can do anything for those who believe in him. He is powerful, almighty, and merciful. He is Jehovah Jirah, Alpha and Omega, the beginning and the end. Hallelujah Church.

[Church says Amen!]

Let’s clap our hands together and praise the Lord.

2 | Why do such Sermons Succeed in Extracting Maximum Donations?

1) Emotional Crescendo These sermons strategically precede or coincide with worship songs, creating an emotionally charged atmosphere. Many congregants, caught in this spiritual fervour (i.e. “filled with the holy spirit”) feel moved to demonstrate their faith through substantial donations, believing that God will provide for their needs in return.

2) Collective Affirmation The strategic use of group responses like "Amen" and "Hallelujah" creates a powerful psychological current of agreement. These shared affirmations become woven into the sermon's fabric, fostering unconscious acceptance of the message.

3) Urgency and Divine Selection Pastors create compelling urgency through various techniques: claiming divine authority ("God is speaking through me"), announcing specific numbers of chosen donors ("ten people here are being called to give £1,000"), or even naming individuals directly. These tactics discourage rational consideration in favour of immediate action.

4) Social Proof Through Testimony Jerry testifies that he received a promotion at work… Jane testifies that the Lord has blessed her with a house… Deya himself would give his own testimony and say that he was gifted with an expensive watch… Testimonies help to show that miracles happen and similar blessings await the faithful.

5) Timing and Symbolism Such sermons are more effective during holidays such as New Year's Eve as it is a day that symbolises a new beginning. The spectacle of the day adds an element of good fortune for those hopeful and desperate for change.

6) Generating Guilt Churches frequently reference the story of Cain and Abel when asking for tithes and offerings. The opener goes something like this:

“Come and give your tithes and offerings. Don’t forget that the Lord loves a cheerful giver for God favoured Abel’s offering because he gave him the finest of his lambs, whilst Cain did not give God the best of what he could give. When you give to the Lord, you must give the best you can. The Lord loves a cheerful giver, and you will be blessed when you give.”

This short anecdote serves as a psychological trick to make an individual feel guilty if they do not want to contribute anything that day.

7) The Ease of Divine Intervention When one is in their wilderness of life, and finding it difficult to make ends meet, then yes, a miracle is exactly what they may wish for. To be told that such things exist through the simple input of prayer, fasting and belief is a dream come true.

However, while this message resonates deeply with those experiencing financial struggles, offering hope through divine intervention, it ultimately presents an oversimplified solution to complex economic challenges. E.g. How can black people’s financial problems be whittled down to a curse? The promise that mere obedience to a supernatural authority guarantees prosperity fails to acknowledge the real way that the world works.

Part 2: Why is the Prosperity Gospel a Scam?