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The major gift donor relationship: An analysis of donors and contributions
Author(s) -
Lindahl Wesley E.
Publication year - 1995
Publication title -
nonprofit management and leadership
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 0.844
H-Index - 54
eISSN - 1542-7854
pISSN - 1048-6682
DOI - 10.1002/nml.4130050407
Subject(s) - process (computing) , social psychology , psychology , gift giving , business , marketing , advertising , sociology , public relations , political science , computer science , finance , operating system , conflict of interest
Securing major gifts for nonprofit organizations can involve considerable cost. This study examines the relationship developed between 233 major gift donors and the development office at Northwestern University over a five‐year period. The results show that the cultivation and solicitation process is usually long, measured in years rather than months, and the extent of the effort varies by type of donor and category of gift. Vignettes describing one of the relationships from each of the five most important categories are presented.