Emulating St. Jude’s Fundraising Prowess: Lessons for Charities of All Sizes

Lessons From St. Jude’s Fundraising 1

Courtesy of St. Jude Children’s Research Hospital

The new Game Day Give Back campaign broadcasts appeals on Fox Sports during football events.

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Courtesy of St. Jude Children’s Research Hospital

The new Game Day Give Back campaign broadcasts appeals on Fox Sports during football events.

In more than 30 years as a leading fundraiser at St. Jude Children’s Research Hospital, David McKee says he’s never had to report a drop in donations. Among the lessons from his career for charities of all sizes:

Pick the right person to solicit donors. When St. Jude first decided to start an annual radio fundraising drive 23 years ago, it relied on a single disc jockey from Atlanta who taped its initial three-hour program for 800 stations. But that was a