We must reach out to richer donors

Wadham, Helen
June 2010
Third Sector;6/22/2010, Issue 620, p15
Trade Publication
The author discusses the need for charitable organizations in Great Britain to focus more on converting donors into contributors than on hosting fundraising events. She cites research and studies showing that multi-millionaires plan on maintaining or increasing their charity contribution levels. Wealthy people give to causes they are passionate about and it is suggested that those who have made their own fortunes instead of inheriting them are more likely to be impressed by evidence of a charity's efficiency.


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