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ERIC Number: EJ946419
Record Type: Journal
Publication Date: 2011-Oct
Pages: 6
Abstractor: ERIC
Reference Count: N/A
ISSN: ISSN-0748-478X
Out of Focus: Aligning a Donor's Vision with Institutional Needs Is a Tricky Balancing Act
Stuart, Reginald
CURRENTS, v37 n8 p18-23 Oct 2011
For years, development officers have cultivated prospective donors by listening to their deepest desires. Now, development officers' work increasingly involves devising a strategy for aligning the donor's desires with the mission, goals, and needs of their institution. It is possible, even amid signs of changing donor agendas and attitudes, but it does require fundraisers to sharpen their tools of communication for developing and maintaining a donor relationship and the ability to say no. Such honesty allows the donor to take his or her gift elsewhere, which in the long term is a good thing. Experienced development professionals say that the key to winning a donor over is being able to clearly understand the donor's motivations and then determine and articulate a vision of how the mission and goals of a respective institution can complement the donor's wishes with a few adjustments to the original proposal.
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: Elementary Secondary Education; Higher Education; Postsecondary Education
Audience: N/A
Language: English
Sponsor: N/A
Authoring Institution: N/A
Identifiers - Location: California; Florida; Maryland; North Carolina; South Carolina; United Kingdom; Washington