Finding Money and Raising Funds 83 like to be part of something that is larger or bigger than themselves, people are often motivated to “give back,” and some people genuinely appreciate the fuss that is made about them when they are identified as significant donors to an institution. Most of us have more ego than we like to admit, although some donors prefer to remain anonymous. Donors are passionate about the cause or institution. Listen carefully to your potential donors and match their true passions to your college’s needs. Trying to convince people to have passion about one of your highest priorities when their highest priority lies somewhere else is not an effective strategy for raising friends or funds. You can insure that your college is on your donors’ “A” list when you show respect for their passions and provide them with options that match them. People give because they are asked. Not asking is probably the biggest single mistake those of us engaged in fundraising can make. (One of the authors of this chapter supported his University with a modest annual gift of $500. When he left to take a position in another state, he would have continued these gifts given the good relationship he had with the University, but since he was never asked, he redirected his charitable giving elsewhere.) • People like to give to an enterprise that is already successful. Understanding why your potential donor finds your institu- tion successful or not successful is critical. Educating them about your successes and how their gift can make a difference will show that you understand and respect their definition of success. And when it comes to alumni, point to them as one of your institution’s success stories! • People like to give to an enterprise that has clear and rational plans for the future that are consistent with its mission, and a record of implementing its plans. Share with donors your stra- tegic plan, or if bricks-and-mortar are you goal, a long-range facilities plan. • Some individuals and businesses appreciate the value that a University brings to their town or region of the state. While