Major donors want the personal touch

Charity chief executives should form personal relationships with major donors if they want to retain their support, according to an Institute for Philanthropy report.

Managing Major Donors criticises charities for making it the responsibility of fundraisers to manage major donors.

The report, which was sponsored by investment bankers Ansbacher Group, warns such an approach jeopardises turning one-off donations into long-standing partnerships.

"There must be a change of philosophy to take full advantage of major donor interest," said report author Judie Lannon. "In the UK, charities tend to devolve too much on to the fundraiser, but the first thing to understand is that many donors want to be more involved."

The report also calls for fundraisers to be included more in policy-making decisions, as they understand the needs and motivations of major donors.

See Leader, p17.

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