Verity three: you are a communicator

Written by
Jerold Panas
August 08, 2013

Before his passing, Peter F Drucker was quoted in The Wall Street Journal. What he said about success is immediately transferable to our profession of fundraising. Drucker says that the responsibility of an effective fundraiser is thinking through your organisation’s mission, defining and establishing it, clearly and visibly.

And then being able to communicate the vision and the dreams.

You must be able to tell the story in a clear and compelling way. You convey your lofty goals and the high aspirations of your organisation – its urgent priorities. You set and maintain the standards.

Donors want to know why they should give to your organisation. Why should they give now? And why have you chosen me to make a gift?

You respond. Your first task is to be the trumpet that sounds a clear and dramatic sound. It must be a resonant call to action.

About the author: Jerold Panas

Jerold Panas

Jerold Panas has been professionally involved in fundraising for over 40 years. He combines his understanding and experience with a special talent for strategic planning, major gifts and volunteer development.

He is a frequent speaker at conferences and seminars and a regular contributor to professional journals. Dr Panas is regarded as an author of particular note and his books are considered amongst the most significant in the field.

In 2013, he received the coveted lifetime achievement award for his contribution to philanthropy and fundraising. In 2011, the Cultural Office of Mexico cited him for his contribution to the nation’s philanthropy.

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