Chapter 17: Integrating Principles of Donor Relations

This chapter integrates principles of donor relations and considers their importance to the operation of a successful fundraising program. When thinking about engaging donors and prospective donors to give generously in support of an organization’s work, the focus may be primarily on presenting the programs, initiatives, and projects that support the mission. Experience and research have shown that implementing intentional strategies that also carefully take the donor into consideration helps to create a rich culture of donor engagement. The way fundraisers and organizations acknowledge gifts and express gratitude, as well as manage, and report on donor funds can go a long way in building a robust culture of giving. These behaviors also build trust as does a commitment to transparency and accountability. Donor relations must be viewed as an organizational priority and stewardship of donor funds must be recognized as an ethical and legal mandate. In the end, making the effort to engage donors appropriately and meaningfully is a promising cultivation exercise that encourages additional gifts in the future.

Patrick C. Dwyer

Patrick C. Dwyer, Ph.D., is Assistant Professor of Philanthropic Studies at the Indiana University Lilly Family School of Philanthropy. He teaches courses on donor motivations, behaviors, and engagement; institutional fundraising and grant writing; and experimental research methods. His research focuses broadly on human motivation, emotion, and prosocial action. He received his Ph.D. in Social Psychology from the University of Minnesota.

Susan B. Perry

Susan B. Perry, Associate Director of Development at the Lilly Family School of Philanthropy, is a successful fundraiser with 25+ years of experience. She has developed and implemented individual donor giving programs as well as a multi-level sponsor program. In addition to managing staff to implement an annual fund, donor appeals, and grant execution, Susan has a wide range of experience working with both large and small companies on comprehensive marketing, communication, and development skills.

 

Achieving Excellence editor and Director of The Fund Raising School, Bill Stanczykiewicz discusses this chapter with author(s) Patrick Dwyer and Susan Perry