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Surveying the major gifts literature: Observations and reflections
Author(s) -
Cook W. Bruce
Publication year - 1996
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.4130070310
Subject(s) - prestige , foundation (evidence) , context (archaeology) , public relations , quality (philosophy) , sociology , marketing , political science , business , epistemology , law , history , philosophy , linguistics , archaeology
Abstract This article gives only cursory attention to generally accepted and widely known principles that provide the foundation and the context for the major gifts effort; instead, the author focuses more broadly and strategically on the critical importance of mission, quality, leadership, and prestige; the dichotomy between annual and major gift fundraising; and the need for an empirically derived and theoretically driven model of fundraising and philanthropic behavior to inform the major gifts effort.