People give to people they trust—and they give to institutions that are successful, not to those in desperate need, said Kerry Romesburg, president of Jacksonville University (FL), and John D. Sellars, president of Drury University (MO) during a Presidents Institute session. Both served in development roles at large universities before becoming presidents. They described for their colleagues how their previous roles have helped in their current positions.

“If you have a small staff, you should contract with professionals to help you with feasibility studies, electronic screening, prospect research, and wealth analysis.” They discouraged cutting development staff or budgets, because they can help raise necessary funds. And they encouraged using trustees as key campaign advisors.

“Eighty percent of the total amount a college receives,” said Sellars, “will come from 1 percent of your donors.” Both speakers advocated involving as many people as possible in the campaign, but cautioned against talking to the wrong people. One basic fact, they pointed out, is that “You can only get money from people who are involved and who have resources. Involving prospects in your institution’s goals is a critical element in building your fundraising tallies.” They suggested several ways to do so: invite prospective donors to serve on special task forces, search committees, blue-ribbon committees, and school and department advisory boards; involve them in alumni activities or ask them to host a presidential roundtable; and give them a leadership role on the campaign.

Sellars advised presidents to expect that 50 percent of their time will be committed to cultivating prospects and soliciting gifts. Romesburg added, “Remember to make as many personal contacts as possible. The principal fundraiser is the president, and the major donors expect to talk to the person in charge.”