No magic, just rhetoric: Understanding major gift fundraising as a rhetorical genre

What fundraisers do is not magic. Fundraising is a rhetorical practice. Fundraisers persuade donors to give. How do fundraisers influence donors to make a financial contribution? Existing research examining the rhetoric of fundraising has focused on written artifacts such as solicitation letters, case statements, and proposals. A review of the literature reveals a void in empirical research examining what major gift fundraisers actually say (rhetorical practices) during face-to-face visits with donors. This dissertation explores major gift fundraising as a rhetorical genre; i.e. the fundraiser face-to-face visit with a donor is a recurring situation in which typified rhetorical discourse accomplishes social action. A blended methodology of observations, interviews, and surveys was used. Six major gift fundraisers visiting face-to-face with major gift donors were observed. Twelve interviews were conducted, six with major gift fundraisers and six with major gift donors. Eighty-nine fundraisers and eighty-two donors responded to survey questionnaires. Findings reveal that donors and fundraisers agree that the communicative purpose of the face-to-face visit is to build a relationship of trust between the fundraiser and donor that will eventually lead to a gift. Three significant forms of recurring discourse (promoting the institution, creating expectation, and sharing personal narrative) are examined that fundraisers use to influence donors to support the institution. Finally, the role of lore serves as wisdom or knowledge for professionals and becomes embodied practice which guides rhetorical choices.