Historical Background
In 1987, televangelist Oral Roberts made the absurd claim that God told him that he must raise $8 million for medical missions or God would take his life. The dishonest fundraising campaign was launched with a letter sent to his donors and an appearance on television.
Before the deadline, Roberts would send at least five fundraising letters to his mailing list, which were personalized with the names of donors.
Almost twenty years earlier Oral Roberts discovered the power of direct mail fundraising.
In the late 1960s, donations to Roberts’ ministry declined after he joined the Methodist church, discontinued his TV program and stopped holding large crusades. Then former tent revivalist James Eugene Ewing gave Roberts marketing advice which resulted in an outpouring of donations.
Ewing advised Roberts to send a letter requesting people on his mailing list send in their prayer requests and he would take them into his Prayer Tower, pray for them and send back responses.
Roberts’ ministry received thousands of letters in response containing prayer requests and donations. According to Wayne A. Robinson, author of Oral: The warm intimate unauthorized portrait of a man of God, “The Prayer Tower event produced! It rescued the Association. In 1968, income was $6 million; one year later, it was $12.3 million.”
Documents in this Collection
Initial Fundraising Letter – The letter, sent before Roberts’ July 6, 1987 TV broadcast, opened with the words, “For many days God has been speaking to me. This time it means life or death for me.”
Birthday Fundraising – Oral Roberts was born on January 24, 1918. Before his 69th birthday, a fundraising letter was sent requesting birthday donations. Oral’s son Richard Roberts wrote, “Partner, we cannot let this man of God die.” $4.5 million would be needed to reach the $8 million fundraising goal.
“60 Days Left” Letter – In the letter Oral Roberts claimed, “God has told me I’m the only servant He has in the whole world with a medical school that can be turned around 100 percent for medical missions. But I have only 60 days left to do it.”
“30 Days Left” Letter – Oral Roberts resurrected James Eugene Ewing’s strategy to go to the Prayer Tower: “We’ve just got 30 days left to raise the rest of the $8 million to fulfill God’s mandate on my life. And as I write this letter we are approximately $1.5 million away from our goal.
So with God’s leading on March 22 I am going to make the most important trip I have ever made up into the Prayer Tower. I’m going to be in and out of the Prayer Tower praying and fasting until victory comes or God calls me home.”
“9 Days Left” Letter – Oral Roberts misused scripture while applying the prosperity gospel to his fundraising: “You and I are so close to the 100-fold return. We’ve endured the persecutions and now God says we’ll receive the 100-fold.”