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Chapter Invites Other Rhetorical Scholars And/Or Fundraising-Scholars to Build Upon the Work Begun in This Dissertation Study

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Chapter Invites Other Rhetorical Scholars And/Or Fundraising-Scholars to Build Upon the Work Begun in This Dissertation Study No magic, just rhetoric: Understanding major gift fundraising as a rhetorical genre by Todd W. Rasberry, M.Div. A Dissertation In TECHNICAL COMMUNICATION & RHETORIC Submitted to the Graduate Faculty of Texas Tech University in Partial Fulfillment of the Requirements for the Degree of DOCTOR OF PHILOSOPHY Approved Sean Zdenek, Ph.D. Chair of Committee Angela Eaton, Ph.D. Rich Rice, Ph.D. Peggy Gordon Miller Dean of the Graduate School August 2011 Copyright 2011, Todd W. Rasberry Texas Tech University, Todd W. Rasberry, August 2011 ACKNOWLEDGMENTS Things accomplished in life, especially the important things, are often attained with the help of important people who offer inspiring ideas, provide encouragement, and point the way when we get lost. I owe a debt of gratitude to far too many people for countless acts of support to thank them all. So, I offer a deep expression of gratitude to those whose names do not appear below for their words of encouragement, enduring interest, and willingness to hold me accountable for completing this work. Those who have known me my whole life have played a particularly important role in paving the way for me to accomplish things I never thought possible. My dear mother, Dorothy, taught me that you can finish whatever you start by not putting off things that can and should be done today. My beloved father, Kent (1934-2005), modeled for me, through his own insatiable thirst for learning, how the quest for knowledge is among the noblest of pursuits. My sisters, Denise and Jeannie (1962- 2007), always seemed to find ways to be proud of their brother. There are those whose life paths have only recently intersected with mine, but who have nonetheless influenced my direction in life. My mentor and friend in the fundraising profession, William Glenn Wehner (1941-2002), in 1997 took a chance and hired me for my first fundraising job at Texas Tech University. Jane L. Winer, dean of the College of Arts and Sciences at Texas Tech, encouraged me to consider a doctoral degree as part of my personal and professional development. Joyce Locke Carter, director of graduate studies in the Technical Communication and Rhetoric program, convinced me during our first visit that fundraising is rhetorical and I should pursue the degree in TCR. Sean Zdenek has served unfailingly as chair of my dissertation committee and provided insight, encouragement, direction, advice, and wisdom that are responsible for bringing me to successful completion of the requirements for the degree. Angela Eaton and Rich Rice, members of my dissertation committee, provided encouragement by remaining interested in the research contained ii Texas Tech University, Todd W. Rasberry, August 2011 in these pages. Amanda Barbour, my faithful research assistant, has helped me organize vast amounts of information and materials for future reference, made many trips to the library, organized book notes, transcribed data, and many other things to make writing this dissertation more manageable. Finally, I want to thank my family. Blanche Overton, my wife, has served as a calming presence at times when I was riddled with anxiety from working full-time, going to class, conducting research, and writing the dissertation. And my daughters, Brettney and Keri, never complained when their father spent time studying, writing, and grumbling about looming deadlines. Thank you all for giving of yourselves to help me reach this point in life‘s journey. While I can never repay you, I will endeavor to make the work begun here serve as a milestone and not an end point in my quest to live life to the fullest, to create new knowledge, and to contribute to making the world a better place. iii Texas Tech University, Todd W. Rasberry, August 2011 TABLE OF CONTENTS ACKNOWLEDGMENTS .................................................................................................... ii ABSTRACT .................................................................................................................... vii LIST OF TABLES .......................................................................................................... viii LIST OF FIGURES .......................................................................................................... ix I. MAJOR GIFT FUNDRAISERS, MAJOR GIFTS, AND THE FACE-TO-FACE VISIT .............. 1 Major gifts .................................................................................................................. 3 Major gift fundraisers ................................................................................................. 4 The MGF/D face-to-face visit .................................................................................... 7 Major gift fundraisers in higher education ................................................................. 8 Rationale for studying MG fundraising ................................................................... 10 MG fundraising research on the rise ........................................................................ 10 Research questions ................................................................................................... 12 The research objective and methodology ................................................................. 14 Dissertation outline .................................................................................................. 14 Conclusion ............................................................................................................... 15 Works cited .............................................................................................................. 16 II. WHY RHETORICAL THEORY AND MG FUNDRAISING GO TOGETHER: A REVIEW OF THE LITERATURE ......................................................................................................... 18 Defining lore ............................................................................................................ 19 The role of lore in shaping MG fundraising rhetorical practice............................... 20 The role of anecdotal evidence in shaping MG fundraiser rhetorical practices ....... 22 ―High quality studies‖: existing fundraising research .............................................. 26 Rhetorical studies of fundraising artifacts................................................................ 28 The lack of research as an opportunity .................................................................... 33 Filling the gap .......................................................................................................... 34 Genre theory examined ............................................................................................ 35 Limitations of Genre theory ..................................................................................... 41 Works cited .............................................................................................................. 43 III. CONSTRUCTING A METHODOLOGY FOR EXAMINING MGF/D DISCOURSE .......... 49 The research objective.............................................................................................. 49 Definition of a MG, a MG fundraiser, and a MG donor .......................................... 50 Research methods overview ..................................................................................... 51 Qualitative research methods ................................................................................... 52 Recruiting observation participants ..................................................................... 52 MGF/D face-to-face visit observations ................................................................ 55 MG fundraiser and donor interviews ................................................................... 59 iv Texas Tech University, Todd W. Rasberry, August 2011 Survey research method ........................................................................................... 64 MG fundraiser and donor surveys ........................................................................ 64 Analysis of fundraising lore ..................................................................................... 69 Conclusion ............................................................................................................... 70 Works cited .............................................................................................................. 72 IV. RECURRING DISCOURSE THAT FORMS A MGF/D GENRE ..................................... 74 Communicative purpose of the MGF/D face-to-face visit ....................................... 74 Fundraisers‘ purpose for the face-to-face visit..................................................... 76 Donors‘ understanding of the face-to-face visit ................................................... 79 Donor advice for fundraisers ................................................................................ 82 The role of persuasion in the MGF/D relationship .................................................. 83 Fundraiser observation participants ......................................................................... 87 Recurring forms of discourse ................................................................................... 89 Logos: promoting the institution .......................................................................... 92 Pathos: creating expectation .............................................................................. 103 Ethos: sharing personal narrative ......................................................................
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