Setting a fund raising goal too high

by Herschell Gordon Lewis

August 2006

We tend to think in terms of our total fund raising goal. For planning and internal incentives that thinking is not mistaken.

However, we sometimes communicate with recent graduates on that same level – our total goal. That can be a mistake.

Keeping recent alumni/alumnae in the loop is both necessary and delicate. But why scare them with big numbers? Instead, pitch nominal “starter” amounts that newly-minted alums will regard as do-able. With overly big numbers, we can chill their warm school spirit, or at least cool it, at a time when they are quite vulnerable to requests.

Until they are under the giver-umbrella, opening the Pandora’s Box of huge amounts can be a mistake.

Herschell Gordon Lewis writes direct response copy in Fort Lauderdale, Florida, for clients worldwide. A former academician, his 29th published book is entitled "Open Me Now." His web site is www.herschellgordonlewis.com.