Loyalty in the Not-for-Profit World
In the previous chapter, I highlighted the “golden rule” of marketing. This rule should be displayed in a prominent place on every desk of every person who engages in any form of marketing, and charities and universities are no exception.
People Renew the Way They Are Acquired
When someone graduates from college and becomes a lifetime prospect for annual giving, what resonates best with that person? The answer: a reminder of how her experiences during her years at that institution shaped her life—the professors she had, the campus she was at, her fellow students, the political and social events she lived through as an undergraduate or graduate student.
Indeed, those schools with the most successful fund-raising ...
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