Evaluation measure can be a training tool

To the Editor:

Acknowledging that your article “What Makes Fund Raisers Succeed” (February 21) focused on assessing and/or rewarding the effectiveness of major-gift fund raisers, I’d also like to point out that the kind of activity metrics cited (number of visits, etc.) also provide an essential tool in the training of new fund raisers.

Modeling good behavior (prospect identification, cultivation steps, solicitations, etc.) at the start of a career is a much better curriculum than just focusing on dollars raised, and as we all bemoan the scarcity of good development staff we should focus on best practices for developing new talent.

In addition, monitoring officewide activity metrics provides leadership with the ability to assess overall pipeline volume and pace and, thus, make projections regarding gift income in the future — something in which volunteer boards should be very interested.

Charles P. Howland
Senior Consultant
Marts & Lundy
Palm Springs, Calif.