Educational institutions: when ‘need’ isn’t the need


If you would like to up the ante on your school or university fundraising, delve into these 11 top tips from US annual giving consultant Bob Burdenski.


Educational institutions when ‘need’ isn’t the needChicago is home but I’m in Australia at least once per year, and always here to talk about annual and regular giving ideas and strategies. I’ve written three books on the subject for the Council for the Advancement and Support of Education (CASE), and I’m always on the lookout for new and effective appeal messages. Australia is as good a source as anywhere.

However, one thing I often observe when I visit, is a strong – often single – emphasis on describing institutional needs in appeals. That’s not to dismiss the importance of well-articulated needs – we wouldn’t need donors if we didn’t have needs. Yet our needs aren’t the only useful fundraising message.

The donor’s needs are just as important, and two different donors might respond to very different messages.…

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