Today’s news that more than 40 U.S. billionaires have now pledged to give at least half of their fortunes to charity is getting lots of media attention.

But how do nonprofit groups actually get on the radar of one of these wealthy donors? And how can they persuade these philanthropists to make pledges to their organizations?

Lorry I. Lokey, the founder of BusinessWire and one of the billionaires who have signed the pledge, offered advice to fund raisers during two recent live question-answer sessions with The Chronicle. During one discussion, he said:

“I like gift officers who approach me on a peer level and truly are friendly whether or not I say yes. And if I become a donor, I, in effect, am adopting that organization as if I worked there or owned it or had close ties with it. It becomes an investment that I want to follow and see success. My grants are not gifts. They are investments.”

For more advice from Mr. Lokey, check out the transcripts of Inside the Mind of a Top Donor and America’s Top Donors.