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What do you do if your major gift fundraising pitch is falling flat?

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When your major gift fundraising efforts aren't yielding the results you hoped for, it can be disheartening. This is a critical aspect of nonprofit funding, where you seek substantial donations from individuals or entities that can make a significant financial impact on your organization. If your pitch isn't resonating, it's time to reassess and refine your approach to re-engage potential donors and secure the funds your cause desperately needs.

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Jeremy Reis

1 Reevaluate Pitch

If your major gift fundraising pitch is not engaging potential donors, take a step back and critically assess the content and delivery of your message. It's possible that the pitch may not be clearly articulating the impact of the gift, or it might lack the emotional connection that motivates a major donor to contribute. Engage in active listening during your pitches and solicit feedback to understand what might be missing or misinterpreted. Use this information to refine your message, ensuring it aligns with the donor's values and interests while clearly demonstrating the tangible outcomes their support will achieve.

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Jeremy Reis
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Are you positioning the message from the perspective of what the organization is accomplishing or what the donor is accomplishing? Often, when a fundraising appeal or proposal falls flat it’s because we’re talking too much about ourselves and not enough about the donor. A quick tip: count the number of “I” or “we” you use in the content compared to “you.” If you talk too much about yourself, the donor doesn’t see themselves in the picture.

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2 Understand Audience

Understanding your audience is paramount in fundraising. You must tailor your pitch to resonate with the specific interests and motivations of each potential major donor. Research their philanthropic history, personal interests, and connection to your cause. This knowledge allows you to personalize your approach, making a compelling case for why their support is not just valuable, but essential. Remember, a one-size-fits-all pitch is unlikely to succeed; each major donor is unique and should be approached as such.

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3 Enhance Storytelling

Storytelling is a powerful tool in fundraising, as it can create a strong emotional connection with potential donors. Your pitch should include a narrative that illustrates the need for support and the difference a major gift can make. Share success stories or testimonials that highlight the positive change your organization has facilitated. By painting a vivid picture of the people or causes that will benefit from their donation, you can help donors envision the impact of their generosity, making them more likely to give.

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Jeremy Reis
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In fundraising, we call the appeal story the “story of the one.” It’s the story of one life the donor can change by giving to this organization. Paint the picture of the problem, the urgent need to solve, how the donor can make a difference, what the dollars will be used for, and how a life will be saved or changed because of the donation. When you do this, the donor can emotionally connect to the story of a recipient who will have their life improved because the donor made a decision to give.

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4 Offer Flexibility

One reason your pitch may be falling flat is a lack of flexibility in how contributions can be made or used. Donors often want to feel they have control over their philanthropic investments. Offer options for how their gift can be allocated, such as specific programs or initiatives they can fund. Additionally, be open to discussing different methods of giving, such as multi-year pledges, stocks, or legacy gifts. Demonstrating flexibility can show donors that you value their partnership and are willing to work with them to meet their giving preferences.

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5 Follow Up Strategy

An effective follow-up strategy is crucial for keeping potential donors engaged after the initial pitch. Instead of a generic 'thank you' message, provide additional information that reinforces the value of their prospective contribution. Schedule personal meetings or calls to discuss any questions they may have. Remember to be patient and persistent without being pushy; building a relationship with a major donor often takes time and requires multiple touchpoints before they commit to a significant gift.

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Jeremy Reis
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One way to ensure a prospect feels communicated with is to provide additional information that reinforces the value of the potential donor's contribution. You could share detailed impact reports, success stories, or testimonials from individuals who have benefited from your organization's work. Tailor the content to the specific interests and concerns of the prospective donor. For example, if the prospect is interested in clean water, provide impact reporting for that area. Or if a prospective donor is concerned about security in a specific country, explain how your organization handles that. It's important to remember that building a relationship with a major donor is often a gradual process that requires patience and persistence.

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6 Leverage Peers

Consider leveraging peer influence when your fundraising pitch isn't hitting the mark. Donors are often inspired by the actions of their peers, especially if those peers are respected within the community or share similar interests. If possible, identify current supporters who can act as ambassadors for your cause, sharing their own reasons for giving and encouraging others to do the same. This peer validation can be a powerful motivator for potential donors who are on the fence about making a major gift.

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7 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?

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What do you do if your major gift fundraising pitch is falling flat?

1

2

3

4

5

6

7

1 Reevaluate Pitch

2 Understand Audience

3 Enhance Storytelling

4 Offer Flexibility

5 Follow Up Strategy

6 Leverage Peers

7 Here’s what else to consider

Fundraising

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What do you do if your major gift fundraising pitch is falling flat?

1

2

3

4

5

6

7

1 Reevaluate Pitch

2 Understand Audience

3 Enhance Storytelling

4 Offer Flexibility

5 Follow Up Strategy

6 Leverage Peers

7 Here’s what else to consider

Fundraising

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