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Stewarding major donors: Why is it important and how to do it well
Journal of Education Advancement & Marketing,
6
(1),
84-92
(2021)
Abstract
This paper explores the stewardship of major giving donors and provides guidance and examples for building an authentic relationship between institution and donor. In a world where our donor’s attention (and money) is constantly being fought over, the paper suggests how as fundraisers we might cut through this noise and keep donors engaged with our causes.
Keywords: advancement; communications; development; engagement; fundraising; major gifts; stewardship
The full article is available to subscribers to the journal.
Author's Biography
Annarosa Muscatelli is the Philanthropy Manager (Health) at University College London (UCL) and is responsible for soliciting both lifetime and legacy donations from alumni, grateful patients and supporters through face-to-face meetings and written applications to trusts and foundations. Since joining the team at UCL, Annarosa has secured £2m in philanthropic income. Prior to joining UCL in October 2017, Annarosa worked at the University of Bristol as Leadership Giving Officer. She began her career in fundraising as a student caller at the University of Glasgow in 2009.
