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Balancing the art and science of fundraising: An artistic approach to establishing and maintaining successful relationships with donors

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  • Gabbert, Jeri Pat

Abstract

This paper discusses the shift in the higher education landscape which has placed an increased emphasis on philanthropy to fill the gap left from decreased state appropriations and fewer tuition dollars. The paper discusses how, in order to maximise fundraising outcomes, institutions must invest in their advancement operations and ensure they are appropriately staffed to raise major gifts, with a key focus on hiring and retaining front-line gift officers. Accomplished fundraisers can effectively balance the art and science of the profession. They utilise scientific research and data-driven analytics to drive strategy and prioritise donors as a basis to artfully navigate conversations with donors. This paper emphasises the importance of establishing and maintaining relationships with donors in order to optimise fundraising outcomes, successful fundraising professionals apply the artistic elements of emotional intelligence, versatile communication, listening and planning in their personal interactions.

Suggested Citation

  • Gabbert, Jeri Pat, 2018. "Balancing the art and science of fundraising: An artistic approach to establishing and maintaining successful relationships with donors," Journal of Education Advancement & Marketing, Henry Stewart Publications, vol. 3(3), pages 241-249, December.
    • Handle: RePEc:aza:jeam00:y:2018:v:3:i:3:p:241-249
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    More about this item

    Keywords

    higher education; philanthropy; advancement; fundraising professional; relationship building;
    All these keywords.

    JEL classification:

    • M3 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising

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