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ERIC Number: EJ805183
Record Type: Journal
Publication Date: 2008-Jun-27
Pages: 1
Abstractor: ERIC
Reference Count: 0
ISSN: ISSN-0009-5982
Advice for Fund Raisers: Know Your Donors and Never Let Them See You Sweat
Masterson, Kathryn
Chronicle of Higher Education, v54 n42 pA18 Jun 2008
The psychology behind getting the big gift and making "the ask" for it was a major topic at Fund Raising Day in New York 2008, which drew representatives from across the nonprofit world, including charities, hospitals, colleges, and museums. Laura Fredricks, who was vice president for philanthropy at Pace University from 2002 until earlier this year and raised more than $80-million for the institution's $100-million capital campaign, warned major-gift officers not to ignore people's feelings and views about money. For fund raisers hesitant to ask prospects for large gifts, she suggested three ways to get over it: (1) Take a soft approach and get to know the donors before making the ask; (2) Take a direct approach and ask why they support your organization; and (3) Share your story about why you care about the organization you are raising money for. Other advice offered at the meeting included: (1) Thank your donors; (2) Maintain contact with donors, especially when your organization has staff turnover; (3) Consider using your biggest donors to ask for other major gifts; (4) Think about bringing persuasive people associated with your college who are not on your campaign staff; and (5) Do not show your desperation, no matter how far you are from hitting your goal.
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Publication Type: Journal Articles; Reports - Descriptive
Education Level: Higher Education
Audience: N/A
Language: English
Sponsor: N/A
Authoring Institution: N/A