Raising the donor ambition: From major to mega gifts

Heather Little and Lisa Mitchell
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Heather Little: Deputy Director, Development — University Fundraising, Monash University, Australia
Lisa Mitchell: Director Development, Monash University, Australia

Journal of Education Advancement & Marketing, 2023, vol. 8, issue 2, 141-153

Abstract: In 2018, Monash University publicly launched its inaugural philanthropic campaign with a goal of raising AU$500m from a community of 50,000 donors and doubling the number of bequests. In order to achieve these ambitious goals, the fundraising team focused not only on cultivating and securing new philanthropic gifts, but also on deepening relationships with existing philanthropic donors to raise the donor ambition and to encourage renewal and uplift of philanthropic gifts and grants to the university. Through exploring two philanthropic donor case studies, this paper will provide an overview of the cultivation strategies used to engage donors. Strategies that took philanthropic partnerships from relational to transformational, that raised the donor ambition and so contributed to the university's philanthropic campaign goals. This paper will also explore the importance of embedding a culture of philanthropy across all levels of an organisation, as well as provide some insights into how to collaborate with key stakeholders for enduring philanthropic success.

Keywords: fundraising; philanthropy; culture of philanthropy; donors; major gifts; storytelling; impact; relationships; campaign; communication (search for similar items in EconPapers)
JEL-codes: M3 (search for similar items in EconPapers)
Date: 2023
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Persistent link: https://EconPapers.repec.org/RePEc:aza:jeam00:y:2023:v:8:i:2:p:141-153

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