Strategies for Cultivating Affluent Donors

2. Devout see doing good as God’s will. Fundraisers should use positive images connected with religious traditions such as God, duty, service, mission and values.

3. Investors see doing good as good business. According to the authors, “Investors want to hear positive images such as the sound financial management, the productivity, and the efficiency of the organization. Investors look for signals of professionalism and a businesslike approach in conversations with nonprofits.”