Bridging Donor-Centric and Community-Centric Fundraising Approaches to Invest in Equitable Programs and Services

Abstract

Eva Huntington, Major Gifts Officer for the Urban Advancement Collective (UAC), has reached a turning point in her philanthropic career. The UAC is campaigning to build The Gathering Space, a community center based in the urban hub of Atlanta, Georgia. During many of Eva’s initial conversations with prospective donors, she has noticed a common motivation: What would a financial contribution do for her donors? How would their contributions be recognized? Where might their names be displayed? Eva’s prospects seem willing to donate, but she leaves each conversation feeling that their interest is “surface level” and results-based, rather than rooted in a true care for the disadvantaged youth The Gathering Space will serve. The first stage of UAC’s capital campaign leaves the Major Gifts Officer re-evaluating her fundraising strategies.