If you don't know where you're going, it's kind of hard

"You hear so many wonderful stories [when you talk with donors]," Falk says. "People love to talk about it, and you learn so much."

Responding to a question from the audience, Falk discussed also how communications with donors -- both formal and impromtu -- can help you gauge the success of various campaign themes, before you even roll them out. She shares the story of a children's hospital that had been named one of the top 10 in the country and was striving to make it into the top five.