Fundraising expert shares his tips with community college leaders

Madison, Wis.—November 19, 2008 — In these days of reduced funding and soaring costs, community colleges are increasingly looking to private donations to fill the gaps. And so all eyes turn to the development office, said noted marketing and development consultant Robin Johnston.

Creating and executing a successful annual development campaign was the theme of an online seminar on November 19 presented by Johnston. The seminar was aimed at new development officers looking for guidance, as well as old hands looking for fresh suggestions to improve their efforts.

Every community college development officer dreams of the “surprise” donor who comes out of nowhere with a gift of staggering proportions. While such dreams occasionally come true, don’t hold your breath, Johnston said. Far more often, development success is the result of hard work and careful planning.

Johnston described the tools that a community college development program needs to:

  • Identify its best potential donors.
  • Master the fundamentals of the annual campaign.
  • Develop and continually refine a comprehensive annual plan.
  • Increase the chances of securing major gifts.
  • Turn program staff into its best fund-raisers.
  • Stay aware of what’s working (and what isn’t) in other colleges’ campaigns.

Johnston addressed his message to directors of development, vice presidents, executive directors of foundations, and directors of institutional advancement.

Johnston brought the insight he gained as vice president of the highly successful development program at Randolph Community College to this informative seminar. He explained:

  • Where your best donors come from.
  • Essential elements of a successful campaign.
  • The secrets of securing major gifts.
  • How to track your results and fine-tune your program.
  • Where to find your best fund-raising allies on campus.

"No one knows your students’ and your college’s needs as well as those who work on the front lines on a daily basis. At the colleges where I have worked, we always start by engaging staff and faculty in a campus fundraising campaign early in each year. Through this campaign, it is easy to identify those who are the most passionate about the college, and who understand its needs the best. These people are often the best candidates to take out into the field with you on prospecting calls," said Johnston.

If you missed the seminar and would like to purchase it for your institution, you can order the program in CD or print transcript format, both of which include the presenter's handouts.

Magna Publications is a leading publisher of newsletters and other information products in the higher education segment. Magna also manages onsite and online conferences on topics of interest to higher education.

For more information please contact David Burns, Publisher, Magna Publications, Inc., at 608-227-8109, or dburns@magnapubs.com.