The Most Important Part of Fundraising: A Culture of Philanthropy

According the Merriam Webster Dictionary definitions of philanthropy and culture, philanthropy is promoting good will to fellow members of the human race. It is also a sincere effort to promote human welfare or providing an act or a gift made for humanitarian purposes. The definition of culture is having the beliefs and customs of a particular society, group, place or time. Culture is also a way of thinking, behaving or working that exists in a place or organization. The culture of philanthropy means different things to different organizations.

Every fundraising professional constantly receives training on how to ask for funds. Whether it is an aspect of annual gifts, major gifts or planned gifts, you could literally receive an education every day of the year. It is all about generating time, talent and treasure. The "how to's" never seem to end. While this knowledge is very important, how many of us think about affecting change in the culture of philanthropy as an early step to the growth of the total long-term development program?

I contend that the most important aspect of our organizational responsibility is to create and maintain a culture of philanthropy. The key market segments for that learning experience consist of both internal and external target populations.

Some examples of these segments include the following:

• Administration
• Staff
• Volunteers
• Current board members
• Former board members
• Donors
• Prospects
• Recipients of services
• Government leaders
• Community leaders

Some examples of elements important to institutional culture development:

• Mission statement
• Values statement
• Stakeholders beliefs
• Case for support
• Priorities
• Accountability to society
• Marketing and branding institutional philanthropy
• Strategic and operational planning

While the culture of philanthropy must be launched and promoted in the development office, the CEO and other organizational leaders must lead and maintain philanthropic momentum. They need to stress that the process of identifying fundraising elements, stewardship of prospects, cultivation and solicitation of prospects, and relationship building of donors is everyone's responsibility throughout the organization. Marketing is a key element of this process.