Subscribers in 2015 gravitated to articles about fundraising, particularly the mysteries behind it.
What makes donors tick on a psychological level? How is the next generation of wealth, centered in Silicon Valley, thinking about giving? How do you get money from philanthropists with donor-advised funds?
Also on readers’ minds: how to hire and retain fundraisers — and how much to pay them.
Below, see the 10 stories that our subscribers read most online.
August 10, 2015
What Donors Want to Hear Before a Fundraiser Seeks a Big Gift
Interviews with more than 50 multimillion-dollar donors show too little focus on the goals and values of philanthropists.
July 23, 2015
An Answer to Fundraiser Turnover in 'Pay for Performance'?
The University of Pittsburgh introduced a five-step salary scale, based on certain targets and metrics, that is intended to provide a clear career path for fundraisers.
February 08, 2015
Young Tech Donors Take Leading Role in Philanthropy 50
Twelve of America’s most generous donors, including Jan Koum, the 38-year-old founder of the messaging company WhatsApp, are in Silicon Valley and beyond, and many are under 40.
January 05, 2015
The Hottest Fundraising Tactics and Trends of the Last Year
From complex big-data "relationship mapping" to basic messaging strategies, here's a roundup of The Chronicle's most sought-after advice in 2014 for getting more cash from existing donors and finding new ones. Also, advice on fundraising careers.
October 29, 2015
Mystery Money: the Art of Seeking Gifts From Donor-Advised Funds
Billions of dollars are available, but the lack of a paper trail makes it difficult for nonprofits to target pitches. Here are ways to cut through the fog.