Читать книгу Achieving Excellence in Fundraising - Группа авторов - Страница 32

Fundraising rests on the case for support (Rosso 1991; see Chapter 13). Fundraising is never an end in itself: It must be based on the case for support. The privilege to ask is made legitimate by the mission, the goals of a nonprofit organization, and by the contribution the organization makes to the public good. Put another way, the organization has a right to ask because it fulfills a community need, not because the organization has a budget shortfall or “to keep the lights on.” The highest importance in fundraising is the ultimate beneficiary, that is, the client, student, family, or group whose life is changed for the better because of the organization's programs.

Philanthropy is stimulated by a vision for the future that improves on the present. Organizations exist to fulfill that vision. A philosophy of fundraising must take into account that fundraising is based on this rationale; it is not an end in itself.