Fundraisers - It’s a New Day!
Of particular interest to fundraisers is a key finding of the Charlotte-based Bank of America (BOA) Study on giving patterns of high net worth individuals. In this study, we discovered who these individuals consult with when they think about giving. It’s not, as we might have guessed, their lawyer or accountant (or, as BOA would have liked to hear, their Trust Officer). Shared wisdom would say they would consult with a peer—but that answer was second on the list.
The first person high net worth individuals consult with when thinking about giving is the fundraiser or staff of the organization that is going to get the gift.
Read that again. The fundraiser is the critical piece in closing the gift.
Certainly, I knew this instinctively after watching it happen repeatedly over 36 years in the field. But now this gut feeling and experiential knowledge is validated through research that can be used to improve the field.
