Development
Development issues
Five-point briefing on fundraising: why do donors give? By Tim Edge
Donors give for a variety of reasons, some of them highly personal and idiosyncratic. During my time in schools
fundraising, I have identified some common threads:
- A strong motivating factor is a high regard for operational and volunteer leadership. Make sure that
charismatic school leaders play a full part in the fundraising process. Also, recruit high profile, persuasive and
successful volunteers to complement the activity of operational leaders.
- Many donors give because they have been kept closely informed about the progress that the school is
making. Even more effective is to involve them selectively in the planning and implementation of your
development projects. You will gain a better response from many of your prospective major donors if you
involve them in this way rather than by just asking them to sit on a committee.
- A number of donors, particularly those who are successful in business, will seek reassurance that
your school’s finances are prudently managed. While many schools champion academic and sporting
achievements, how many publicise themselves as transparent and effective businesses?
- Donors generally do not give to needy causes; instead they are motivated by an inspirational vision
statement articulating the power of your project to change lives. How much of your capital project publicity
material concentrates on the aesthetic qualities of buildings rather than the benefits that they will bring to
those who use them?
- Donors give because they are asked – at the right time, in the right way, by the right person and in a manner
that makes them feel good about the process.
Tim Edge is development director at Charterhouse School.
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