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ERIC Number: EJ932082
Record Type: Journal
Publication Date: 2011-Apr
Pages: 4
Abstractor: ERIC
Reference Count: 0
ISSN: ISSN-0748-478X
Building Better Donors: A Well-Informed Donor is an Asset to Any Institution
Minter, Michele
CURRENTS, v37 n4 p22-25 Apr 2011
Billionaire philanthropists compare notes in private with their peers. Whether experienced philanthropists or first-time donors, they all want their gifts to make a difference, and they are hungry for knowledge about how to be effective donors. They want to be educated about philanthropy. Educational institutions are experts at making the case for their fundraising priorities. They often fail to recognize, however, that the barrier to giving may be donor confidence rather than donor interest. Donor education programming helps donors overcome the confidence barrier and make more of an impact with their giving. Rather than showcase fundraising priorities, donor education works to meet the donor's need for confidence and knowledge, often packaged within a structure that builds a sense of community. A savvy donor education program can create opportunities for advancement officers not only to engage donors, but to nurture them. Donor education commonly falls into three overlapping categories. The most familiar category provides how-to knowledge to help donors give efficiently and responsibly. A second major category of donor education seeks to enhance donors' willingness to give and their self-identification as philanthropists. A third form of donor education provides content to inform donor decision-making. These three categories of donor education are not mutually exclusive, and they can be deployed in any order. Choosing the right one for an institution requires an awareness about the donor population and an understanding of what tactics and activities will serve one's goals. With so many forms of donor education programming to choose from, the author offers tips on how to decide what will suit a fundraising program.
Council for Advancement and Support of Education. 1307 New York Avenue NW Suite 1000, Washington, DC 20005. Tel: 202-328-2273; e-mail:; Web site:
Publication Type: Journal Articles; Reports - Descriptive
Education Level: Higher Education
Audience: N/A
Language: English
Sponsor: N/A
Authoring Institution: N/A