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| Best Practices: Philanthropy |
Fade to Black?
Randy B. Hecht
11/01/2007
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Think of the Unthinkable.
"Even when you have a very powerful
leader, think about succession, even though it’s a tough conversation," says
Peter D. Kiernan, chairman of the Christopher and Dana Reeve Foundation.
"Because it’s much better to think things like that through in the luxury of a
clear day with lots of time than the way we had to do it."
Talk About Results, Not About the Celebrity. Wooing
and retaining long-term donors requires a solid program that gives people a
sense that the organization is accomplishing something.
Keep in Mind that Fundraising is a Useful Metric. It forces
you to keep the philanthropic mission relevant to changing times.
Reimagine the Celebrity Brand. The
Gilda’s Club logo is a caricature, rather than a photograph, of the comedian.
That allows the organization to maintain its connection to Gilda Radner and
establish an identity independent of her.
Grow, But with a Plan.
When the founders of Gilda’s Club
began receiving queries from outside New York, they quickly designed a template
for a chain of clubhouses.
Illustration by Brett Ryder.
Randy B. Hecht is a freelance writer based in
Brooklyn.
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