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Successful fundraising comes down to understanding three key pieces of information: the institution, the marketplace, and the continuity of approach.

Salvatore G. Cilella, Jr.  explains each of these three elements in great detail and how these play into successful fundraising. Knowing the institution includes understanding the purpose and mission of the organization and conveying that to potential donors, developing strategic planning that helps the institution meet its goals, and communicating the goals to constituents.

The marketplace section outlines the different kind of donors and what their needs and wants are. Finally, the continuity of approach consists of how to ask potential donors for the funds your institution needs.

Cilella shows how to use this information to convey a meaningful message to donors that will make them want to donate and provides step-by-step approaches for donor cultivation.

Technical Leaflet #209 (2000)

For more information on similar topics, please refer to:

  • Technical Leaflet Bundle 5: Funding Your Organization
  • Technical Leaflet Bundle 22: Help in a Tough Economy
  • Technical Leaflet Bundle 24: Twenty-first Century Top Five