By Tony Martignetti

Marathons, walkathons, and other athletic events can add a one-time lift to an organization's bottom line. But the real value comes when nonprofits use the events to identify new donors with the resources to give big.

In the latest episode of Fundraising Fundamentals, Susan Paresky, vice president for development at the Dana-Farber Cancer Institute, explains how her organization figures out which event participants are charitably inclined and have the resources to give. She also explains how the organization pursues prospects.

She is joined by Therese Grohman, director of marketing at Event 360, a consulting company that specializes in working with nonprofits to plan fundraising events.

Tony Martignetti, a consultant, author, blogger, and host of Tony Martignetti Nonprofit Radio, talks with nonprofit leaders and consultants about how organizations can more effectively raise money, build better relationships with boards and supporters, and manage volunteers. Look for new installments on the third Thursday of each month.