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Raising the donor ambition: From major to mega gifts

Author

Listed:
  • Little, Heather

    (Deputy Director, Development — University Fundraising, Monash University, Australia)

  • Mitchell, Lisa

    (Director Development, Monash University, Australia)

Abstract

In 2018, Monash University publicly launched its inaugural philanthropic campaign with a goal of raising AU$500m from a community of 50,000 donors and doubling the number of bequests. In order to achieve these ambitious goals, the fundraising team focused not only on cultivating and securing new philanthropic gifts, but also on deepening relationships with existing philanthropic donors to raise the donor ambition and to encourage renewal and uplift of philanthropic gifts and grants to the university. Through exploring two philanthropic donor case studies, this paper will provide an overview of the cultivation strategies used to engage donors. Strategies that took philanthropic partnerships from relational to transformational, that raised the donor ambition and so contributed to the university's philanthropic campaign goals. This paper will also explore the importance of embedding a culture of philanthropy across all levels of an organisation, as well as provide some insights into how to collaborate with key stakeholders for enduring philanthropic success.

Suggested Citation

  • Little, Heather & Mitchell, Lisa, 2023. "Raising the donor ambition: From major to mega gifts," Journal of Education Advancement & Marketing, Henry Stewart Publications, vol. 8(2), pages 141-153, October.
    • Handle: RePEc:aza:jeam00:y:2023:v:8:i:2:p:141-153
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    More about this item

    Keywords

    fundraising; philanthropy; culture of philanthropy; donors; major gifts; storytelling; impact; relationships; campaign; communication;
    All these keywords.

    JEL classification:

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

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