I was pontificating with my wife, Ruth, the other day,
explaining that fundraisers have no control over one of
the Big Cs of fundraising. “Ideal donors,” I
announced, “have the Capacity to give, have a strong
Connection with the charity, and are Committed to
support the charity over the long term.”
I then explained that a fundraiser can do something to
strengthen Connections with donors (invite them to sit
on the board) and to strengthen donor Commitment
(invite them to leave a legacy), but I said that
fundraisers have no control over the big C of
Capacity.
“Either donors have the capacity to give or they don’t,” I
announced with evident satisfaction.
But Ruth corrected me.
“I believe you are mistaken,” she said
sweetly, “Fundraisers can change a donor’s capacity
to give. They can reduce it.”
So I stand corrected. And gladly so, I might say.
Your job as a fundraiser is to find millionaires and
then work with all your charm and might and passion
to reduce their capacity to give. With the donor’s full
cooperation, of course.
The good news is that millionaires give generously to
causes that move them.
According to a Merrill Lynch Cap-Gemini report, North
American millionaires are two to five times more likely
than their European counterparts to give to causes
they value.
And according to Toronto-based Taddingstone
Consulting, a private group that tracks the attitudes
and behaviours of Canadian millionaires, Canadian
millionaires regularly donate close to three percent of
their annual income to charities.
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About the author
Alan Sharpe is president of Raiser Sharpe, a full-service direct mail fundraising agency that helps non-profit organizations raise funds, build relationships and retain loyal donors. Sign up for free weekly tips like this, and discover other helpful resources, at http://www.RaiserSharpe.com
© 2007 Sharpe Copy Inc. You may reprint this article online and in print provided the links remain live and the content remains unaltered (including the “About the author” message).
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