Development issues

Five-point briefing on key donor truths. By Tim Edge

Here are some universal truths for why people donate:

Donors give largely for emotional reasons. Schools should, therefore, seek to match aspects of their development programmes with the unique interests and needs of each prospective donor.
There is an old marketing maxim that “you should market to your best customers first, your best prospects second and everyone else last”. This is equally true in fundraising – just delete “best customers” and add “donors”.
Everyone likes to be thanked – and not just once. Think of the number of different ways in which you might thank a donor. These might range from a (hand-written) letter from the head on receipt of the initial donation, to a chatty note from the head a year later, informing the donor of the value of his/her donation to students.
80 per cent of your campaign funds really do come from twenty or fewer donors, most of whom have given before (see paragraph two).
Ask for the gift – it works. (You will be hurt more by those who would have said “yes”, but were not asked, than by those who say “no”).

Tim Edge is development director at Charterhouse School.