Читать книгу Effective Fundraising - F. Warren McFarlan - Страница 26

Donor recognition is a funny topic. Some people want it and consequently every corner of a building can be filled with plaques. Intriguingly, not everyone, however, wants recognition, even for very sizeable gifts. They simply want to do good. The story of a major donor to a university, who served first as a trustee and then as a member of an advisory committee, is illustrative. As his most recent gift, 25 years after his initial trustee service, he gave an eight-digit anonymous gift to cut the cost of endowing staff positions by one-third. This lowered cost enabled otherwise financially stretched individuals to endow staff positions in their name and brought substantial new funds to the organization. The major donor found it appealing that his anonymous gift to a major project encouraged other people to make gifts. In other venues, he wanted some recognition so people knew he supported a project, but almost always it was recognition at levels well below his actual gift.