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How to "sell" the message: "Give me your money" to a CEO?
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Short Description: How to "sell" the message: "Give me your money" to a CEO? Fundraising for Universities. 17. th. I.C.H.E.. 2004-08-27. Luxembourg ...
Content Inside: How to "sell" the message: "Give me your money" to a CEO? Fundraising for Universities 17th I.C.H.E. 2004-08-27 Luxembourg Andrea G. Hoedle - Marketing Manager - Marketing processes are universal, marketing elements are universal, but each business brings into play specific features! ! What's specific about fundraising? ! Why is your "customer" so specific? (your customer = your donor, your supporter) Let us have a look on the strategic success factors: ! If you aim at multiyear contracts, this business requires a long "selling" cycle and a lot of patience. ! You need a professional, fulltime working, multifunctional team, involved in political considerations too. ! The fundraising team must understand and get close to the right CEO. The chairman has to have initial influence and the final veto competence. Even informal. ! You, the chancellor, the rector or the president have to be part of the team. Relationship is critcal to success. ! Speed of information is your target. The fundraising team needs ability to influence its own people up and down the line to deliver fast response time and fast feedback answers, especially for the CEO in persona. Developing an information infrastructure is important. A strong communication program creates confidence, satisfaction and trust.
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