Harness the Power of 'P'
Step 3: Promotion
If you integrate annual, major and planned gifts, you need to establish a mix of activities based on target-market segmentation, time of year, utilization of staff and volunteers, plus the strategy you will employ. You must educate your staff, employees, and internal and external constituents. Understand that the total development of an integrated fundraising program may take several years. You must weigh short-term vs. long-term profits. Whenever possible, use whatever forms of communication you can to tell the story of how donor investments make a difference for the individuals you serve. Communicate through a general brochure, and create a newsletter, if funds allow. Use technological enhancements to your advantage. Promote a case for support.
Duke Haddad, Ed.D., CFRE, is currently associate director of development, director of capital campaigns and director of corporate development for The Salvation Army Indiana Division in Indianapolis. He also serves as president of Duke Haddad and Associates LLC and is a freelance instructor for Nonprofit Web Advisor.
He has been a contributing author to NonProfit PRO since 2008.
He received his doctorate degree from West Virginia University with an emphasis on education administration plus a dissertation on donor characteristics. He received a master’s degree from Marshall University with an emphasis on public administration plus a thesis on annual fund analysis. He secured a bachelor’s degree (cum laude) with an emphasis on marketing/management. He has done post graduate work at the University of Louisville.      Â
Duke has received the Fundraising Executive of the Year Award, from the Association of Fundraising Professionals Indiana Chapter. He also was given the Outstanding West Virginian Award, Kentucky Colonel Award and Sagamore of the Wabash Award from the governors of West Virginia, Kentucky and Indiana, respectively, for his many career contributions in the field of philanthropy. He has maintained a Certified Fund Raising Executive (CFRE) designation for three decades.
