Michael Kaiser’s Ten Rules for Fundraising
I. Good Fundraising Starts With Good Art
Fundraising is most successful for organizations that create
exciting art. Your organization must also practice good
institutional marketing— the creative use of organizational
assets to produce visibility “spikes” that attract new
potential donors. When implemented properly, institutional
marketing creates so much excitement and magnetism
that ticket-buyers and donors actively want to be part of
your organization. If the art is not interesting or special, your
organization will not raise money.
II. There Are Four Distinct Stages of Fundraising
1. Prospecting: Who gives? The farther in advance you
plan your programs, the more time you have to find
potential funders. If you have a limited amount of time
to fund a project, you are likely to return to the same
donors for support.
2. Cultivating: How do we bring them into the “Family?”
With the luxury of time, your organization can get to
know a potential donor, and in turn, a donor can get
excited about your organization. Listen to your donors,
what they want, and what excites them.
3. Soliciting: When and how are they likely to give? Identify
the best person to ‘make the ask;’ identify the best way
to reach your prospects — this should all be learned
during the cultivation process.
4. Stewardship: Why are they likely to keep giving? Fund-
raising does not stop when the check is delivered. Your
most likely donor is the one who has already given.
Keep them happy; keep them engaged. Do not only
contact your donors when you want more money. Small
donors can grow into big ones. Deliver on what you
promise, and over-deliver if possible.
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III. Do Your Research
Fundraising is not begging; it is matching the needs of the
donor to the needs of your organization. Do your research.
Know whom to approach and what to speak to them
about. There are four main reasons major donors support
the arts: love of the art form, joy in meeting artists, prestige,
or the desire for a social life. Make sure to understand the
giving motivation for each donor. If it is a corporation—what
are the corporation’s goals? Who are they trying to reach?
How does your organization fit in with what they are trying
to accomplish? Fundraising is a two-way street; find out
what the funder is looking to support.
IV. Have a Menu of Projects
The key to good fundraising is to listen. Rather than
trying to convince a donor to fund a project, find out what
interests them. Always have a menu of projects to suggest
to a donor. Do not come with a presentation geared to a
specific project unless you know up front that this is the
one project they may fund. Do not stray from your mission
or create a project in order to receive funding. If you do not
have a project that interests a donor at a given time, tell
them—you will impress them and better your chances to be
funded when you do have a project that meets their needs.
V. Have a Visibility Plan
Develop a clear plan for making a gift visible; putting a
corporation or foundation’s name in the program is not
enough. Foundations tend to be mission-driven. Make
sure your project matches the mission of the foundation.
Corporate donors are looking for visibility for their products
and services. Research the corporation’s business strategy
and the type of buyer they are trying to reach. Create a
tailored visibility plan for every prospect.
Michael Kaiser’s Ten Rules for Fundraising continued
VI. One Good Solicitation is Worth a Thousand
Cold Call Letters
Do not waste too much time writing hundreds of cold
call letters. Rather, invest your time getting to know a few
donors or grantors.
Solicitation letters and proposals should be tailored. Think
about the funder to whom you are applying—spend time
cultivating them, learning about their interests, and create a
specific, distinct approach.
VII. Study The Grant Guidelines
Follow the guidelines of foundations. Review past
grantees—the amounts that were awarded, the types
of projects, and for what organizations. Become familiar
with previous awards. Do not ask for a gift that is out of
proportion with the rest of their donations.
VIII. Do Not Use Arts ‘Lingo’ in Proposals
Do not use ‘lingo’ when speaking with donors or grantors.
Remember they may not fully understand what your project
names mean. Explain using simple language and avoid
theatrical jargon.
Copyright ©2014 DeVos Institute of Arts Management. For personal use only. All rights reserved. ANY UNAUTHORIZED USE OR REPRODUCTION
OF THESE MATERIALS IS STRICTLY PROHIBITED. For licensing and reproduction permissions, please contact Info@DeVosInstitute.net.
IX. The Right Solicitor Can Add a Zero to a Gift
Find the right solicitor for each donor. It might be a board
member or your artistic director. The proper solicitor can
frequently get an extra zero added to a check. Use your
board members, colleagues, or other friends to open doors.
Board members are not there to run your fundraising
department, but they are there to participate and support it.
Spend time getting to know your board members and what
they are willing to solicit. Get board members excited about
a specific project that they can “adopt” on behalf of your
organization; ask them to help find support for that project.
X. It is Called Development for a Reason
Fundraising is about developing relationships; building a
strong nexus between the organization and the donor.
When a relationship is strong and a donor feels engaged,
they will continue to support your organization.