October 18, 2007
Strengthening Fund-Raising Efforts Means 'Cultivating' Donors, Book Says
NEW BOOKS
Beyond the Ask Event: Fully Integrating the Benevon Model, by Terry Axelrod, cautions fund raisers not to let their guard down. After a successful fund-raising event, organizations often breathe a sigh of relief and fail to continue cultivating donors, says Ms. Axelrod, a nonprofit consultant. But, she writes, "everyone can feel the unrealized potential of the event that still remains. It is a time for getting to work, not resting."
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