October 1993
Philanthropy Journal of North Carolina • 11
Keeping up with change
Fundraising success depends on quality
in picking, cultivating volunteer leaders
jk s anyone involved in a
fundraising campaign
JiJx quickly leams, the suc-
/ I cess of the effort is
directly proportional to the quality
and commitment of volunteer leader
ship. What are the characteristics of
an effective campaign leader? What
influences affect the decision to
become a leader? What can a commu
nity do to encourage new leadership?
A recent study of the subject, con
ducted by the National Society of
Fund Raising Executives, Triad chap
ter, addressed these questions. A sur
vey of over 140 leaders of the philan-
thriopic community demonstrated
consensus on the first two questions,
and concern about the third question.
The characteristics of a success
ful campaign leader, as identified by
the study, are:
• A community leader of integrity,
credibility and accomplishments.
• Committment to the cause and
a track record as a volunteer and a
donor.
• Hi^ energy and enthusiasm.
• Knowledge of the cause and
ability to articulate the need for sup
Smith
Continued from page 10
full potential. Transylvania County
Communities In Schools is a county
wide effort to serve all people who
have an interest in furthering educa
tion, with a primary focus on low-
achieving students, potential
dropouts and adults who have not
earned hi^ school diplomas.
The Affordable Housing Coalition
of Asheville and Buncombe County
Includes organizations serving the
homeless.
On the environmental front, a
dozen organizations that serve West
port.
• Possession of a strong network
of contacts and the ability to assem
ble a capable team of volunteers.
The influences that affect the
decision to assume a leadership role
include:
• Experience with a mentor in
youth who encouraged philanthropy.
• The belief that philanthropy is
an expression of religious convic
tions.
• The desire to do something good
for the community in return for one’s
own success in life.
The findings of the survey regard
ing the characteristics and motivat
ing influences of philanthropic lead
ership behavior are parallel to the
results of national surveys of charita
ble behavior conducted by
Independent Sector over the last
decade. Several other findings, how
ever, give cause for concern.
Most telling among these, the sur
vey revealed that, of the 142 partici
pants, the overwhelming majority
were white, college-educated males
between the ages of 40 and 69. While
this reflects the demographics of
wealth-holders in the state, and it
also parallels national survey find
ings, it does not reflect the growing
diversity of North Carolina’s popula
tion.
00 often in
fundraising, the issue
of diversity is an
afterthought.
Three segments of our population
offer opportunities for increased
attention in order to encourage new
leadership in philanthropy: women,
youth and African-Americans. Too
often in fundraising, however, the
ern North Carolina are working to
gether to establish a strategy for im
proving our region’s air quality. In
the area of economic development,
the Episcopal Church recently
brought together 25 regional organi
zations working on housing and job
creation to share success stories and
lessons learned with the purpose of
forging new joint efforts.
This is but a sampling of collabo
rations that are developing and have
the potential to make a long-term
impact on our region — both in the
services they provide and the effi
ciencies and communications that
are created.
These cross-boundary friendships
go beyond cheering one another on
and sharing demographic statistics.
They are working to build trust and
to forge common visions and goals. In
the beginning these relationships are
fragile and must not immediately be
charged with fixing or changing the
systems and issues that challenge
our communities. The process that is
occurring here and across the state
and nation is — for now — as impor
tant as any product that comes out of
it.
Hundred of ordinary people with
extraordinary commitment to help
each other solve our collective prob
lems offer the best hope for our local
communities and our state — in
these competitive economic times
and for all time.
issue of diversity is an afterthought.
What can communities do to encour
age greater diversity in fundraising?
In order to achieve true diversity,
three steps are necessary. First,
more understanding of each of these
areas of philanthropy is necessary.
The subject of women in philanthropy
has recently attracted research
attention, and national organizations
have been formed to concentrate on
women in philanthropy.
Similar work is needed in the
areas of youth in philanthropy and
African-^erican philanthropy. The
NSFRE chapters in the state have
presented programs in each of these
areas. United Ways, United Arts
funds and other community organiza
tions should make these constituen
cies more informed on the subject.
Second, each of these segments of
the donor population should be
empowered to engage in campaigns
in ways that are successful for them.
This means broadening campaign
strategies not only to include alterna
tives to campaign pledges, but also to
include a broader set of values. While
traditional campaigns are driven by
F. WHITNEY
JONES
strate
gies that
are top-
d 0 wn,
based on
large
gifts bringing in the great majority of
the money, diversity-based cam
paigns must include wider varieties
of support from grass-roots efforts.
Third, and most important, a
fundraising effort should be driven by
a mission statement that is inclusive
rather than exclusive. Diversity is
only empowered when it is central to
the mission of the organization.
The demographics of our popula
tion are changing rapidly and irre
versibly. The demographics of
fundraising campaigns, and the val
ues that drive fundraising campaigns,
need to change accordin^y.
F. Whitney Jones is president
of Whitney Jones Iruc., a Winston-
Salem fundraising firm, and
president of the Triad chapter of
the National Society of Fund
Raising Executives.
Blumenthal
Continued from page 10
drop memberships.
Another reason could be the lack
of focus of many environmental orga
nizations. Most of these groups are
involved with a host of issues, and
it’s hard to attract the public’s atten
tion when you don’t have a central
theme.
Perhaps most important is the
fact that ttoe are friendlier adminis
trations. Presently, there isn’t a
readily identifiable villain such as
James Watt. Without hostile admin
istrations, perhaps people feel the
environmental ^oups don’t need
their help as much. In fact,, these
groups need help more than ever as
they continue to push for environ
mental reforms.
On the positive side, green pro
grams have been receiving increased
funding from foundations, corpora
tions and individuals as these fun
ders have become more knowledge
able about the issues.
This is a positive, pro-active time
for environmental organizations. The
opportunity is there to make
progress on a whole host of issues
and many committed activists are
rededicating their efforts as they see
the potentid for unprecedented envi
ronmental gains.
Letters
John Hood
Smart Start
deserves criticism
/ would offer
my whole
hearted congratu
lations about the
first issue of the
Philanthropy
Journal it it had
not bothered me
so much.
Surely as a
newspaper of
record for the non
profit sector, you have a responsibili
ty to present alternative points of
view in your news stories about con
troversy issues involving nonprofits.
But your front-page editorializing in
favor of Smart Start - Gov. Jim Hunt’s
child-care mitiative - gave readers no
sense of the real debate going on in
our state about how best to help chil
dren and families.
The 21-column-inch front-page
story on the program offered no
space at all to critics or even dispas
sionate analysts - despite the fact
that a serious, weU-reasoned argu
ment on behalf of children, families
and nonprofits can be made that
Smart Start, by creating new boards
and a politicized process for award
ing grants, is not the best way to
make quality child care more afford
able.
Recent acrimony at local meetings
in Wake and other counties demon
strates that disagreements exist
about how best to serve children’s
needs. Therefore, parents should be
able to choose a program they deem
appropriate and have state (or pri
vate) money follow the child, instead
of relying on direct grants to
providers. Vouchers, not new bureau
cracies, is the way to go.
Perhaps there are good argu
ments against the voucher solution.
But if you won’t even present criti
cism of Smart Start, how will the
debate proceed? In addition to the
front-page piece, I counted two other
news stories and two opinion pieces
in your first issue which lauded
Smart Start. No opposing views were
expressed.
For that reason, our N.C. nonprof
it organization gives Philanthropy
JoumaX only half-hearted congratu
lations.
John Hood
Vice President
John Locke Foundation
Organizations
must communicate
/ wanted to thank The News and
Observer Foundation and The
News and Observer Publishing Co. for
making a commitment to the
Philanthropy Journal of North
Carolina.
I have been on the board of the
N.C. Center for Nonprofits since its
inception and created a clearing
house for local school/business part
nerships four years ago. Both efforts
have made me acutely aware of the
limitations of small organizations to
communicate well with the growing
number of people involved locally in
volimteer organizations and nonprof
it activities.
The potential for the publication
is exciting.
John N. Doman
Executive Director
Public School Forum of North Carolina
Media relations
must improve
liT ay the Philanthropy Jour-
IVl nal lead to a strengthening
of philanthropy for the better service
of the people of North Carolina. May
mutual respect and understanding be
the basis for the relationship between
the practitioners of philanthropy and
the Journal, so that it is perceived as
an aid in furthering the principles of
service to communities.
Too often, many of us view our
relationship with the media in a para
noid fashion that inhibits open dis
cussion. If I have a hope for the
Journal, it would be that it become
an educational tool and be seen as an
ally in building community.
James A. Russell
Executive director
United Way of Greater Durham
Cmnmunication
can be catalyst
J\Torth Carolina’s nonprofit
l\ community is large and
diverse. For all the potential that our
foundations and nonprofits have,
there has never really b^n a catalyst
for concerted action. By providing a
means of communication among all
the diverse elements of nonprofits
(not to mention government, business
and individual citizens), the
Philanthropy Journal can provide
the spark for more informed and
effective philanthropy.
Thomas H. McGuire Jr.
Executive director
A J. Fletcher Foundation
Bring together
state resources
rn he Philanthropy Journal is
1 an exciting new venture that
will undoubtedly strengthen philan
thropy in the state by bringing togeth
er public, private and not-for-profit
resources. Your paper can be a key
player in that collaboration. We look
forward to your reporting on many of
the emerging human resources
issues around the state.
Richard Y. Stevens
Wake County Manager
The Philanthropy Journal
welcomes letters. Letters must be
250 words or less and signed.
Please irwlude a daytime phone
number. Letters are subject to edit
ing. Please send your opinions to:
Philanthropy Journal of North
Carolina,
P.O. Box 191, Raleigh, N.C. 27602.
The News and Obser\'er Foundation
Uo.M!i> OK l)iiu:i roii.s
BwK D«ts Jr. FAsaaA Woimif f
WnrCu*® MaRNoijft.
ferbara Allen
Corinne Allen
- Joyce Adger
VSitlliam Wyan Ir.
George Mtiy
John Bell
David Benevid®
Philip ffiumenihal
William Bondurant
„Kerineth.6row.n
Robert Bush
Heniy Carter
Julius Chambers
Ray Cope
Julia Daniels
Gayle Dorman
John Dornan
WenWrth Durgin
Martin Eakes
Ehn^usi
M®edith Emmett
Elizabeth Fentress
■ Joel Flashman
Barbara Freedman
wlam liiday
Jam® Goodmon
Robert Hampton
Marilyn Hartman
Jane Kendal
Thomas Lambeth
Elizabeth Locke
MichaelMarsicano
Todd Miller
Mary Mountc®tle
John Niblock
Jane Patterson
Michael Rose
Shannon St. John
Chari® Sanders
Donald Sanders
Mary D.B.T. Semans
Patricia Smith
1" Sherwood Smith ■
Wiliiam Spencer
Ronald Swain ^
SmedesYork: