Book identifies strategies for successful fundraising

Contact: Deanne Puca
Photo of book cover.

Cover of Greenhoe's book

KALAMAZOO—Approaching prospective donors and creating relationships with those individuals is the topic of a book recently published by a long-time Western Michigan University staff member.

"Opening the Door to Major Gifts: Mastering the Discovery Call," by John Greenhoe of WMU's Office of Development and Alumni Relations, specifically considers the importance of cultivating those identified as potential major donors. Published in May by Charity Channel Press, the book reveals strategies for making a first visit with a prospective donor, ideas for finding new donors who are capable of making major gifts and conducting successful donor visits. The book is endorsed by some of the world’s leading fundraising professionals, including Laura Fredricks, Gail Perry, Guy Mallabone and Harvey McKinnon.

"The first call is the hardest part of fundraising. The discovery call is when you really affiliate with those donors early in the process. When I came up with some models, I thought, why wouldn't I share it?" says Greenhoe, who earned a bachelor's degree in communication with honors from WMU in 1983.

John Greenhoe

As a philanthropy speaker worldwide, Greenhoe has presented both nationally and internationally on various fundraising topics. He has also raised millions of dollars for both large and small nonprofit organizations and taught fundraising master's level courses. A former news reporter and public relations director for Kalamazoo College, Greenhoe joined WMU in 2001.

For more information about the book, visit