PUBLIC RELATIONS, BRANDING, MARKETING, VOLUNTEERS
INVOLVE PEOPLE, THEIR DOLLARS WILL FOLLOW
Relationship-Based Resource Development: Create a Plan That Attracts The New Faces of Philanthropy, Develops Involvement and Generates Support

A Two-Part Series

In his book, James M. Greenfield, ACFRE, FAHP, author of, "Fundraising Fundamentals, A Guide to Annual Giving for Professionals and Volunteers," presents a step-by-step guideline to attract the new faces of philanthropy, including "entrepreneurial philanthropists," women, Hispanics, youth and seniors as sources of income based n a relationship-building approach.

Greenfield describes one new face of philanthropy, as "entrepreneurial philanthropists." He states that this new breed of major gift givers, apply business characteristics, are action-oriented with little hands-on experience about philanthropy and the philanthropic decision process. Greenfield observes that these philanthropists actively take on projects that become their passion, leading to high levels of involvement!

These philanthropists want to be hands-on in the design and implementation of ideas and plans. However, they often have little patience with prolonged planning processes and paperwork. They prefer immediate decisions, not belated committee deliberations. They make snap decisions with limited information in their business and expect the same quick response time from nonprofits.

They will back their bold plans with substantial portions of their personal wealth during their lifetimes. They start innovative programs, not waiting until retirement to start giving back.

They are ambitious, want to get involved, need ownership, demand accountability, results and are driven to projects by personal experiences. They have a tendency to direct or restrict their gifts to ensure that their dollars are leveraged to the maximum and expect a return on their investment.

They use the same smarts and diligence that made them rich!!!

They demand results and attach strings to their funding. Recipients are often required to meet goals and produce measurable results - or risk losing their funding.

They are extremely busy, lack liquidity, and are rarely motivated by a primary goal of making money for money's sake. They have a strong belief in the capacity of a single individual to make a difference. Remember, money follows people.

The next article in this series will focus on the other new philanthropists, Hispanics, youth, women and seniors. And, the challenging question, are you ready to attract, engage and maintain their involvement as new board members and donors in your development plans?

Gae Savino, MPA, CFRE and Robert Miss, MAC, Partners, Resource Development Counsel, A fund-raising management and philanthropic mentoring firm based in Westchester.