Understanding How Donors Choose: a Key to Fund-Raising Success

Understanding How Donors Choose: A Key to Fund-Raising Success 1 Enlarge Image
close Understanding How Donors Choose: A Key to Fund-Raising Success 1

Many fund raisers spend so much time collecting information and doing research on their wealthy donors that it almost seems like they are stalking potential supporters, say Bernard Ross and Clare Segal, two British nonprofit consultants.

Not surprisingly, donors sometimes get “a little freaked out” by the amount of personal and financial information fund raisers uncover, Mr. Ross says.

Instead of focusing so much on donors’ financial means and other research,