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Balancing the art and science of fundraising: An artistic approach to establishing and maintaining successful relationships with donors
Journal of Education Advancement & Marketing,
3
(3),
241-249
(2018)
Abstract
This paper discusses the shift in the higher education landscape which has placed an increased emphasis on philanthropy to fill the gap left from decreased state appropriations and fewer tuition dollars. The paper discusses how, in order to maximise fundraising outcomes, institutions must invest in their advancement operations and ensure they are appropriately staffed to raise major gifts, with a key focus on hiring and retaining front-line gift officers. Accomplished fundraisers can effectively balance the art and science of the profession. They utilise scientific research and data-driven analytics to drive strategy and prioritise donors as a basis to artfully navigate conversations with donors. This paper emphasises the importance of establishing and maintaining relationships with donors in order to optimise fundraising outcomes, successful fundraising professionals apply the artistic elements of emotional intelligence, versatile communication, listening and planning in their personal interactions.
Keywords: higher education; philanthropy; advancement; fundraising professional; relationship building
The full article is available to subscribers to the journal.
Author's Biography
Jeri Pat Gabbert serves as the Vice Chancellor for Advancement and External Affairs at Indiana University Northwest and has more than 15 years of communication and development experience. As an accomplished higher education advancement leader, Jeri Pat is responsible for providing leadership and initiative in the planning, implementation and administration of the campus’s fundraising, alumni relations, special events and communication and marketing programmes. She serves as a faculty member for the Fund Raising School at the Indiana University Lilly School of Philanthropy, a current board member and awards chair for the Council for Advancement and Support of Education District V (CASE V), and the past chair of CASE Indiana. Jeri Pat earned a master of arts degree in communication liberal arts and sciences from Ball State University, a bachelor of arts degree in communication studies from Hanover College and a certification as a certified fund raising executive (CFRE).
