June 27, 2008

Advice for Fund Raisers: Know Your Donors and Never Let Them See You Sweat

By KATHRYN MASTERSON

Understanding why people give to your organization, why trustees and presidents might be hesitant to ask for large donations, and what money means to you and your donors are all keys to getting the major gift in a fund-raising campaign, Laura Fredricks, a former university vice president, told a conference of nonprofit fund raisers here this month.

The psychology behind getting the big gift and making "the ask" for it was a major topic at Fund Raising Day in New York 2008, which drew

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