Agreed, EMF is not going in to a place where they believe they will lose a bunch of money. No broadcaster would, secular, christian or public broadcaster.
What I can say is both of EMF's formats are music formats with the same research and programming tactics as any secular broadcaster. They, like their public radio counterpart, point out they are listener supported. They have fundraisers like public stations. They likely use a consultation firm on fundraising that coaches on air talent, works on fulfillment and such. Listeners tend not to be 'guilted' in to giving but rather educated on how the revenue comes in. If you are a listener and like the station you'll potentially support the station just as a listener of a classical or jazz listener supported station. Nobody claims Jesus gave it his okay or anything like that. The listeners wouldn't fall for that crap. This is simply radio programming for a segment of the audience that wants the product and is willing to toss in a few bucks. The only difference is the music has a Christian theme and suddenly they are lower than a snake oil salesman but if the local NPR asked for 3 more $50 contributors and a chance for one of those $50 donors to win a trip to a Disney World, nobody would mention it.
In an earlier post I mentioned a hatred of Christians. The posts have certainly implied a hatred and surprisingly the biggest critics haven't even listened to them to understand what they dislike so much.
As for me, I am not a fan of either of their formats but man what a great business structure and what a lean operation. They don't need much to make any one of their stations break even. From that point, you can bet the big boys are watching what they're doing as they move more toward national air talent.