You have a worthy project AND you've identified a prospect with means. How do you connect the two in a way that produces a sizable gift?
On one level, the book is a "how-to" guide. You learn to present your cause in its most irresistible light. You become confident fielding the questions your donors will ask. You discover deft ways to use stories and statistics to enliven your cause. And you come away knowing when to cast aside normal fundraising conventions.
But on another level, Making a Case Your Donors Will Love is also a roadmap to your donor's mind. You learn what makes philanthropists tick, what motivates them to write out sizable checks, what they look for in solicitors, what turns off your potential supporters, and how to earn their loyalty for years to come.
Jerold Panas is among a small handful of the grandmasters of American fundraisers. He is considered one of the top writers in the field and a number of his books have achieved classic status. Hailed by Newsweek as "the Robert Schuller of fundraising," Jerry is a favorite speaker at conferences and workshops throughout the nation. He is executive director of one of the premier firms in America and is co-founder of the Institute for Charitable Giving. The very term "philanthropy" would mean less without Jerry's influence. He lives with his wife, Felicity, in northwest Connecticut.
Excerpt This article is excerpted from Making a Case Your Donors Will Love, by Jerold Panas, ©Emerson & Church, Publishers. To obtain reprint permission, call 508-359-0019.
I had just finished talking with Virginia Piper about a new science building for Xavier High School in Phoenix. One of the most charming individuals I've ever met, Virginia had a glow and a smile that gave hope in February.
I'm in Virginia's living room waxing eloquent about the proposed science center. Trouble is, it's only of modest interest to her. It's really the mission and the program of the school that fascinates Virginia. She loves the fact that it's all girls, the emphasis on rigorous scholarship, and most of all the focus on developing leadership in young women.
It's only personal style, but I don't like trotting out printed material until I've made the presentation. Sometimes I don't even do that. I prefer putting it in the mail for the probable donor to read, including a letter thanking him or her for the visit. It's a powerful reinforcement.
You can guess the rest, I'm sure. Visit Xavier today and you'll see the Virginia Piper Science Center prominently centered on campus.
Chances are you have within you what Tennessee Williams called "A great dammed-up emotional ebullience." My hope is that these pages will unleash those feelings and help you produce a case you'll take surging pride in.
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