The business minded folks in our institutions view gifts as income.
Sometimes they don’t like to make concrete decisions with budgets based on potential gifts (i.e., the annual fund) because they view gifts as “soft income.” “Perhaps,” the thinking goes, “that income won’t materialize so it’s safer not to make plans with it in mind.”
Two observations:
- When an institution’s leaders prioritize the consistent engagement and invitation of all to support the annual fund every year, those gift totals will become one of the most stable sources of “income” for an institution, and;
- It’s amazing how many gifts we receive when we don’t view them as income.
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