Strategies for Cultivating Affluent Donors

5. Altruists do good because it feels right. Positive images such as self-fulfillment and a sense of purpose are themes altruists respond favorably to. Themes like social responsibility and doing good also resonate with them.

6. Repayers do good in return for good being done them. The authors recommend fundraisers use wording that expresses their empathy with the Repayers’ own experience — phrases like “I can see that it made a difference in your life.” It also helps to connect Repayers’ past experiences to the experiences of others.

7. Dynasts view doing good as a family tradition. Older Dynasts are influenced heavily by the actions of others in their class, while younger Dynasts “prefer making an independent mark in the world of philanthropy,” the authors write. Fundraisers should acknowledge the unique status of Dynasts and communicate positive images that convey an understanding of family history and tradition.

“The Seven Faces of Philanthropy: A New Approach to Cultivating Major Donors” by Russ Alan Prince and Karen Maru File. 2001, Jossey-Bass. $26. www.josseybass.com/WileyCDA/WileyTitle/productCd-0787960578.html