Abstract
Nonprofit organizations and institutions should recognize and embrace the important role that philanthropy plays in our society. The key to success in fund-raising is nurturing a culture of philanthropy in your organization, which means that every member of your community must understand that philanthropy is critical to your mission, that each person has a role to play in fund-raising, and that donors are valued for more than just money. The focus should be on developing lasting relationships between you and your donors-a relationship that develops over time, enables deeper engagement, and ultimately results in more support for your mission. Common pitfalls to avoid are also reviewed.