Читать книгу The Law of Fundraising - Bruce R. Hopkins - Страница 28

Fundraising executives refer to the development process as their guide. This process includes (1) acquiring donors, (2) renewing and upgrading donors, and (3) maximizing donors. Each phase represents an increased capacity to support charitable organizations. The process starts at the bottom of the pyramid of giving (Exhibit 2.1). Identification of prospects from those publics available to each charity is accomplished through the several annual giving methods. Each individual donor's progression up the pyramid requires time for communication of information and development of interests and of a level of personal involvement with the organization (the “friend-raising” phase). Major gift opportunities, while less frequent, are usually centered in capital campaigns and represent a continuing investment in response to a rising commitment and enthusiasm for the programs and services of the organization. The ultimate investment decision is usually made last, is frequently the largest gift, and may even come as part of the distributions from a donor's estate.

Fundraising professionals are like symphony orchestra conductors. Before fine music can be produced, they need competent musicians, all the right instruments, the correct sheet music for each player, a concert hall, rehearsals, and an audience. Any one of the 15 fundraising methods can more easily be accomplished alone; activating many methods simultaneously takes skill in managing the process of moving everyone forward together, in the same direction, toward the same objective, and at the same time.

The desired net effect is to stimulate multiple forms of asking for multiple gift decisions from donors and prospects each year, while at the same time selectively soliciting larger gifts from a few who have demonstrated greater potential from previous gift performance. All of this should be timed to meet institutional needs with funds delivered on schedule.

EXHIBIT 2.1 Pyramid of Giving