Henry A. Rosso and the Professionalization of Fundraising
For many, fundraising is often viewed simply as a means to an end—a way for nonprofits to secure necessary funds. However, Henry A. "Hank" Rosso (1917–1999) viewed it as something far more profound. He described fundraising as "the gentle art of teaching the joy of giving," transforming it from a fragmented set of activities into a disciplined, ethical, and academic profession.
From his early days in public relations to the establishment of world-renowned educational institutions, Rosso's career was dedicated to codifying the principles of philanthropy. His work ensured that those seeking support for charitable causes could do so with systematic effectiveness and a strong moral compass.
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Key Facts
- Founder: Established the Fund Raising School in 1974 with his spouse, Dottie Rosso.
- Academic Legacy: The Fund Raising School eventually became part of the Indiana University Center on Philanthropy (now the Lilly Family School of Philanthropy).
- Authoritative Text: Co-authored Achieving Excellence in Fund Raising, a primary resource for CFRE certification.
- Professional Leadership: Founded the Development Executives Roundtable in 1965.
- Early Achievement: Conducted Albert Einstein's first U.S. interview in 1935 while a high school student.
Early Life and Career Path
Born and raised in Princeton, New Jersey, Rosso displayed a knack for communication early on. While attending Princeton High School in 1935, he successfully arranged an interview with Albert Einstein, marking the physicist's first interview conducted within the United States.
Rosso's path to philanthropy was shaped by diverse experiences. He served in the US Army Airborne Division during World War II and graduated from Syracuse University in 1949. He entered the fundraising world via public relations, serving as the Director of Development and Public Relations at The Manlius School. He later honed his expertise as an executive with consulting firms John Price Jones and G. A. Brakeley & Co.
Throughout his career, Rosso provided strategic guidance to a wide array of prominent nonprofit organizations, including the Boy Scouts, Girl Scouts, Planned Parenthood, and the United Way. He also played a pivotal role at the March of Dimes, where he helped organize the inaugural Mother's March on Polio.
Establishing the Standards of Fundraising
In 1965, Rosso founded the Development Executives Roundtable in San Francisco. This professional association continues to operate today and partners with the Association of Fundraising Professionals to host the bi-annual Hank Rosso Forum.
The Fund Raising School
In 1974, Hank and Dottie Rosso founded the Fund Raising School in San Rafael, California. While charitable giving had existed for centuries, the school was designed to align the practice around systematic approaches, effectiveness, and ethics.
Rosso believed that fundraising should be grounded in academic research. This vision was realized in 1987 when the school joined the Indiana University Center on Philanthropy, which is now known as the Lilly Family School of Philanthropy. Today, the institution offers advanced degrees, including a PhD in philanthropic studies and a professional doctorate in philanthropic leadership (PhilD).
The impact of the school's early materials was so significant that a study guide used by Eugene Tempel—the founding dean of the Center on Philanthropy—is now preserved in the Smithsonian's National Museum of American History.
Literary Contributions and Philosophy
Rosso's most enduring written contribution is the book Achieving Excellence in Fund Raising, first published in 1991. The text serves as a comprehensive guide to the fundraising cycle, covering essential steps such as goal setting, technique selection, gift solicitation, and renewal strategies.
The book remains a cornerstone of the industry and is recommended reading for those pursuing the Certified Fund Raising Executive (CFRE) credential. Even in its 5th edition (2022), the text retains Rosso's original essay, "A Philosophy of Fund Raising," which argues that fundraising is an honorable profession integral to the success of any nonprofit.
| Contribution | Year/Period | Impact/Legacy |
|---|---|---|
| Development Executives Roundtable | 1965 | Created a lasting professional association for development leaders. |
| The Fund Raising School | 1974 | Codified professional standards; evolved into the Lilly Family School of Philanthropy. |
| Achieving Excellence in Fund Raising | 1991 | Established an authoritative textbook for CFRE candidates. |
| Mother's March on Polio | Early Career | Helped arrange the inaugural event for the March of Dimes. |
Honors and Recognition
Rosso's contributions were recognized with numerous prestigious awards throughout his life, including:
- 1985: Outstanding Fund Raising Executive of the Year (National Society of Fund Raising Executives).
- 1987: Honorary Doctor of Laws from Pacific Union College.
- 1990: Henry A. Rosso Medal for Lifetime Achievement in Fund Raising (Indiana University).
- 1992: Honorary Doctor of Laws from Indiana University.
- 1992: Staley/Robeson/Ryan/St. Lawrence Prize for Research on Fund-Raising and Philanthropy.
Frequently Asked Questions
What was Henry A. Rosso's philosophy on fundraising?
Rosso believed fundraising was an honorable profession and an essential part of nonprofit work. He famously defined it as "the gentle art of teaching the joy of giving," rather than viewing it as a burden or a nuisance.
What is the significance of the Fund Raising School?
The Fund Raising School helped transition fundraising from an informal activity to a professional discipline by establishing systematic approaches, ethical guidelines, and a curriculum that could be integrated into university research.
How does Rosso's work influence modern fundraisers?
His book, Achieving Excellence in Fund Raising, continues to be a primary study resource for those seeking the Certified Fund Raising Executive (CFRE) credential, ensuring his methods are passed to new generations of professionals.
What is the connection between Rosso and the Lilly Family School of Philanthropy?
The Fund Raising School, founded by Rosso, became part of the Indiana University Center on Philanthropy in 1987, which eventually evolved into the current Lilly Family School of Philanthropy.