A Remarkable Act of Generosity
Wonderful Things Can Happen When
You Remember: People Come First

By John Marshall, Vice President
Midwest Region

“[W]hatever you do … don’t ever forget that people always come first. If you pay attention to them and show that you care every bit as much about them as you do their philanthropy, well, truly wonderful things can happen.”

Like most fundraisers, I think about what truly motivates a person to give that much away and what I can do to see about getting such a gift for my clients. There is no doubt that a worthy organization with a particularly compelling need can be successful in attracting seven-figure gifts. But, I have found over the years that almost as important is taking the time to get to know your donors and paying particular attention to “the little things.”

I’ll never forget a meeting I had very early in my career with Dr. John Hanna, former president of Michigan State University and one of the most beloved figures in the history of that esteemed Big Ten school. After about a 10-minute conversation, he concluded our time together by giving me some sage advice: “John, whatever you do while you are here at MSU, don’t ever forget that people always come first. If you pay attention to them and show that you care every bit as much about them as you do their philanthropy, well, truly wonderful things can happen.”

It was a lesson I have carried with me ever since.

I was reminded of what Dr. Hanna had said while I was working with The Salvation Army in New York City, one of the Army’s largest divisions in the world.

In early December, The Salvation Army’s Greater New York Division holds its Annual Christmas Luncheon. The luncheon attracts a crowd of approximately 1,600 and serves as the official “kick-off” to the Army’s Christmas Campaign in New York City. It also is an event where individuals are publicly recognized for their extraordinary support of The Salvation Army. Since 1948, luminaries such as General Dwight D. Eisenhower, Catherine Marshall, Dr. Billy Graham, Helen Hayes, Bob Hope, Nancy Reagan, Rudolph Giuliani, Yogi Berra and many others have received the Army’s prestigious Pinnacle of Achievement Award.

In 1993, “Mr. & Mrs. Smith,” an elderly couple who had for years been very generous donors, were chosen to receive the Army’s Community Service Award. Shy of being in the spotlight, Mr. Smith chose not to attend, but his wife, “Betty,” did and joined on the dais with a very distinguished group of VIPs, including Mrs. Margot Perot, wife of the noted philanthropist, H. Ross Perot. After receiving the award, Betty spoke very humbly about being honored and simply stated that she and her husband dearly loved the Army and its work with the underprivileged.

The following year, one of the worst hurricanes in history struck Florida, precariously near the home where the Smiths spent their winters. Knowing they were in Florida, we decided to have the Divisional Commander call the Smiths just to say hello and to ask if they were safely weathering the hurricane.

Betty answered the call and was quick to express her appreciation for the Colonel’s call and to say that she was alright. She also shared with him that just two months earlier, her husband had passed away from a heart attack.

Prior to the conclusion of their conversation, the Colonel asked if he could offer a prayer for her, during which Betty openly wept. When he finished, she asked, “Colonel, when I return to the city could you please visit me in my home?” Of course, he agreed to do so without reservation.

Several weeks later, the Colonel and I were sitting with Betty in her beautiful and very posh Upper East Side penthouse. In fact, this had been the very first time a representative of the Army had been in her home.

“Colonel,” Betty said, “I can’t thank you enough for your phone call. It meant so very, very much to me. I would like very much to make a gift in honor of my husband. Can you please give some thought as to how a seven-figure gift might be put to good use? I am particularly interested in something that will benefit children.”

What followed was a series of more visits, conversations with Betty’s financial advisor, and her being part of a site visit to two locations in the Bronx. We showed her two daycare centers that were in dire need of significant renovations. She soon became very interested in helping with these particular facilities and asked that we put together a request that would completely cover the cost of the renovations.

Several weeks later, back in her home and in the presence of her financial advisor, the Colonel and I, Betty signed an agreement outlining the specifics of her gift and how it was to be utilized.

Her gift was for $10 million, at that time the largest gift from an individual the Army had ever received in New York City.

Now, I am absolutely certain that honoring Betty and her husband played a role in her making such an extraordinary gift in her husband’s memory. But I am just as certain that the Colonel’s phone call, reaching out to her in a time of crisis, was even more of a factor.

The truly successful charities in the world are those that understand that stewardship is far, far more than just sending out a timely thank you letter. As Dr. Hanna said, “Don’t forget that people come first.” Get to know your donors, stay in contact with them and be certain to pay attention to those “little things.” It can make a huge difference in your success ... just ask The Salvation Army in New York City.