The Michael J. Fox Foundation's unconvential path to fundraising success

By Cheryl P. Rose and Margaret Battistelli

Not just about fundraising

That kind of win-win thinking powers much of MJFF's supporter and community touches. Like most successful fundraising entities, the organization knows there's more to supporter relationships than simply asking for money. There's no "donor as ATM" approach  here.

MJFF emphasizes the importance of letting donors and other supporters know about its progress in combating Parkinson's and how their donations play a role in that. But it's thoughtful about the tone of its quarterly newsletter and other communications devices, "because there's a fine line between patting yourself on the back and showing progress," Kelly says.