Institute for Charitable Giving

VeritiesThe 10 Criteria for Success

The 10 Criteria for Success

David Ogilvy is considered the High Priest of advertising. He developed a list of what he considers to be the most important factors in successful people.

  1. High standards of personal ethics.
  2. Big people, without pettiness.
  3. Guts under pressure, resilience in defeat.
  4. Brilliant brains— not safe plodders.
  5. A capacity for hard work and midnight oil— and enjoy it.
  6. Charisma— charm and persuasiveness.
  7. A streak of unorthodoxy.
  8. The courage to make tough decisions.
  9. An inspiring enthusiast— with thrust and gusto.
  10. A sense of humor.

What’s interesting is that I find virtually all of these qualities in my successful fundraisers.


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