Donor Preferences for Fundraising Solicitations and Donor Acknowledgement
Loading...
Links to Files
Permanent Link
Collections
Author/Creator
Author/Creator ORCID
Date
2015-07
Type of Work
Department
Program
Citation of Original Publication
Rights
Collection may be protected under Title 17 of the U.S. Copyright Law. To obtain information or permission to publish or reproduce, please contact the Goucher Special Collections & Archives at 410-337-6347 or email archives@goucher.edu.
Abstract
This research explores donor preferences as it relates to fundraising appeals and donor acknowledgement. The literature review outlined the challenges and opportunities in fundraising, donor characteristics and motivation, and the importance of donor relations in fundraising. An online questionnaire was developed to send to perspective donors who received an undergraduate degree from the same college. The results from the questionnaire revealed that the participants favored personalized fundraising solicitations and acknowledgements authored by a familiar college representative. In addition, interaction with those who benefit from the donor’s gift was highly rated, and identified as a favorable action to properly acknowledge and thank a donor for their gift.