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Advantage, meaning, and pleasure: Reframing the interaction between major-gift fundraisers and philanthropists

Mc Loughlin, John

Authors

John Mc Loughlin



Abstract

The purpose of this paper is to bridge the widening gap between the rapidly growing academic literature on fundraising and the need that practising, reflective fundraisers have for a useable explanatory framework for understanding what are the main forces and motivations shaping the interaction between major‐gift fundraisers and philanthropists (major donors and potential donors), particularly in the so‐called cultivation and solicitation (or Ask) meetings. The author's perspective is that of a fundraising practitioner. The paper sets out the essential characteristics needed in such a framework, contends that we do not yet have such a framework, and concludes by setting out a preliminary, simplifying framework for making sense of the interaction between fundraisers and donors. The purpose is to stimulate practitioners and researchers to rethink and reframe this interaction. It is proposed that the interaction is grounded on the reality that funders (and to some extent, fund‐seekers), like individuals in almost every social interaction, are seeking to maximise advantage, meaning, and pleasure (AMP). This paper argues that the more these three overlap, the stronger their effect.

Journal Article Type Article
Publication Date Nov 27, 2017
Journal International Journal of Nonprofit and Voluntary Sector Marketing
Print ISSN 1465-4520
Electronic ISSN 1479-103X
Publisher Wiley
Peer Reviewed Peer Reviewed
Volume 22
Issue 4
Pages e1600
APA6 Citation Mc Loughlin, J. (2017). Advantage, meaning, and pleasure: Reframing the interaction between major-gift fundraisers and philanthropists. International Journal of Nonprofit and Voluntary Sector Marketing, 22(4), e1600. https://doi.org/10.1002/nvsm.1600
DOI https://doi.org/10.1002/nvsm.1600
Keywords Marketing; Strategy and Management; Economics and Econometrics
Publisher URL https://onlinelibrary.wiley.com/doi/full/10.1002/nvsm.1600

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