M.A. in Public Relations
Public Relations & Advertising
Ric Edelman College of Communication & Creative Arts
Fulginiti, Anthony J.
Public Relations and Advertising
This project identified, through both primary and secondary research, techniques for local United Way organizations to effectively gain access to key executives at mid-size corporations. The secondary research found that the trend in corporate giving is to demand much more recognition for philanthropy. Many corporations are combining charitable donations with their marketing efforts to target present or future customers.
Primary research was conducted using mail questionnaires, which were sent to fund raisers and corporate givers, listing possible techniques for making contact with corporate givers. A list of recommended techniques for fund raisers to use was then compiled.
Recommendations for fund raisers include: 1) make networking a priority; 2) highlight that the said agency helps local people; 3) use mutual colleagues to schedule appointments with new potential contributors, but do not expect the colleagues to "sell" said organization; 4) when going through the mail, enclose references and ample evidence of success; 5) avoid using phone calls and unscheduled visits as an initial means of contact; and 6) begin initial meetings by clearly demonstrating that said organization is not a large, bureaucratic organization.
Fund raisers, who are responsible for raising money for non-profit organizations, may use these recommendations to gain access to potential contributors.
Pfleger, Patricia L., "A fund raiser's guide for gaining access to corporate givers" (1998). Theses and Dissertations. 1994.