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It may be religious or altruistic motivation, a social conscience.
They may have a personal association with the cause.
Were an advertisement of this sort to appear today, it would no doubt be thought some species of practical joke, not entirely in the best of taste.
Alternatively, it might be regarded as a coded message - to mask an arms deal, for example, or something involving espionage.
And you need systems in place to record all contacts, and to respond appropriately to different levels of donation. Understanding their motivations will help you in cultivating the relationship and responding appropriately.Tailor it to their individual interests, and be prepared for it to take up to three years. The ‘ask’ In some cases, if you can avoid an ‘ask’ for money, that can work best. Tell them about what their support can achieve, and expect their questions. And your ‘thank you’ (from CEO or Chair as appropriate) must again inspire them about the cause, and respond to their reasons for giving.