You're trying to find major donors for your nonprofit. How can you identify and cultivate them?

In order to successfully attract major gift donors it's critical to start with a clear, concise statement of your non-profits beliefs. I call this a "Creed Statement". Your Creed is a summary of what you believe and what impact you will have. This is more powerful and engaging then the committee speak of most "Mission-Vision-Values" statements. Way before engaging major gift prospects it's vital to have this 1 page summary of your Creed nailed down. Next, you need to prepare a "Case for Support". This is a factual, specific, impact and action oriented document that will make the case to major gift donors why they should support you. Before any prospecting work, get your own house in order. Creed statement first, Case for Support second.

I agree! In my career in sales I trained with a number of great coaches and mentors. I think that Consultant Selling skills can be very useful in the process of identifying and soliciting major gifts from donors. Homework on the donor and their interests is important and in the the words of the immortal Herb Cohen “you have to care, but not too much”… He negotiated the release of the hostages from Iran and his negotiating skills were legendary! I highly recommend You Can Negotiate Anything to anyone who wants to achieve a large goal against overwhelming odds.

Requires strategic research, relationship-building, and effective communication. Start by defining criteria for major donors based on capacity, philanthropic interests, and alignment with your organization's mission. Utilize wealth screening tools, donor databases, and networking to identify potential candidates. Once identified, engage donors through personalized outreach, highlighting the impact of their potential contribution and aligning it with their philanthropic goals. Cultivate relationships through regular communication, invitations to events, and personalized stewardship efforts. Show appreciation for their support and keep them informed about the organization's progress and impact on the nonprofit's mission.

Use tools like DonorSearch or WealthEngine to uncover potential donors with the capacity to give big. Once identified, personalize your outreach using CRM systems

To find major donors for your nonprofit, start by researching individuals or organizations with a history of philanthropy aligned with your cause. Cultivate relationships by engaging them in your organization's mission through personalized communication, events, and updates on impact. Offer opportunities for involvement and recognition, demonstrating how their support can make a meaningful difference. Utilize donor management software to track interactions and tailor your outreach strategy effectively.

Start by setting up a time to talk with your very best, most loyal donors. Be sincere and honest. "John, as you know, we have a vision to [your vision]. To do that, we need build relationships with more people like you: those who feel passionately about [your mission] and have the financial capacity to get involved, if they choose. If you were in my position, who would you be talking to?" It's not that your donors don't want to introduce you to others, it's usually that they just never gave it much thought. Not everyone will engage, but you'll be surprised by how many do. Work with your donor to identify the most appropriate way to get introduced to their contacts to start a conversation. Remember, you never get what you don't ask for.

Building of Trust, help us to show to people around us that they are valued and appreciated,this will help team members to share our vision and work with our vision

Invest in relationships with volunteers, peers, or in higher education faculty/staff who are connected to your potential donors today or who were part of the donor's life when they were younger. These friend/mentors of donors can help open doors, be a great sounding board for feedback on potential engagement, and will also find joy in being a partner in securing a gift. We call these "natural partners," and every major gift prospect that you believe might should have a list of natural partners associated with them in their donor record. Giving is social, and when we amplify connection in the fundraising process, donors will give more!

Building relationships is crucial to build trust and get people invested in your nonprofit. The message behind your work should be close to people, influencing their donations and the sustainability of your project. Remember, people buy into people, so create an authentic message that aligns with your values and matches the type of donors.

Typically, fundraisers reach out for advice, but seasoned donors see right through this. They know the game and they have likely fielded countless request in the past. Therefore, you need to make your cause stand out based on the metrics that matter to the donor. Do they want impact? Are they fueled by a desire to be recognized? Start by landing on their radar in a soft way, such as via an ally or a social event. Acknowledge that you know they've helped others in the past but don't rush to ask for the cheque. As I like to say, you don't get married after the first date. Once you feel you're ready, have your numbers and reasons ready. Walk in with a menu of items and start with a higher number. You can always move down the chart as a Plan B.

Strategically seek out donors outside of your comfort zone! Development Directors often rely on personal contacts and leave money on the table by not intentionally seeking to engage a diverse donor base. Make giving easy and accessible. Value the donor dollar at every level! You never know when a 10 dollar donation may convert into a 1k donation and so on….

Make sure you know what is going to excite your donor before you ask for a significant donation. If you have prepared your donor and found out what they are passionate about then asking strategically, at the right time and in the right way that shows them how the donation will bring them joy and a sense of purpose, will often be like pushing on an open door.

Three words: gratitude, impact, and engagement. (1) Gratitude. Show how grateful you are for the gift with timely thank you letters, board thank you calls, notes from clients (sourced ethically), public award nominations actions, donor walls, social media shout outs. (2) Impact. Show how their gift is making a difference through program impact reports and leader updates. (3) Engagement. Immerse them in the mission - take them on a tour of your facility, Q&A with program staff, invite them to a workshop, bring them behind the scenes at your theater, or let them meet your researchers who are finding a cure. Informed and appreciated donors will be your most generous and best advocates.

A non-profit organization that focuses on education offers recognition and meaningful benefits to its major donors. Providing personalized thank-you notes, exclusive access to events, and even opportunities to meet the beneficiaries of their donations. This approach not only acknowledges the donors' contributions but also strengthens their connection to the organization. Stewarding donors is crucial in building long-term relationships and ensuring continued support. It shows appreciation and fosters a sense of belonging within the donor community.

Some donors may initially say No but may come back to say yes to support your organisation. Learn to understand why they're unable to support at a specific time. I have had experience with grants writing, I ensure I monitor donor's strategic plans and note when they make big shifts that allows them to align closer with my organisation's priorities. Then it's a good time to re-approach. Build a strong brand, attend industry events, pick up speaking engagements. I have found out that speaking engagements on panels/conferences have been a very solid way for new donors to learn about our work and sometimes even be the first to approach us to learn more

Use technology that looks beyond just wealth. For years development teams have focused on wealthy people versus people who have a true affinity for a cause. AI technology can offer the ability to predict a persons affinity for a cause as well as the best way to communicate with them and can even help with the messaging itself. Leverage technology to give you and your organizations the best opportunity.

Donor Segmentation is a an important step that is overlooked many a times. It's about sending relevant messages to your donors. Getting the right message, to the right people is most effective in keeping them invested. Another key thought here is the right time. Too frequent and too many communication points, in this time and age have actually seen to be causing disinvestment. So split your donors into key groups to be reached with right messages at most relevant times. #investedDonors #targetedcommunications

Be informed w a depth and breadth of knowledge re: services, data, and impact. Combine a strategic ask w passion and be prepared to demonstrate how the org is a responsible steward of every donor dollar. Be clear about what the org needs- don’t lead with “whatever you can give …or we will direct your dollars to whatever you want…” Donors want to know where they are needed- expect more from donors. Be comfortable educating them on what the org needs most and be specific. And grateful.

I love what you said, Shawn. In my experience, so many HNW/UHNW individuals are skeptical of giving to charity for a variety of reasons, but it seems everyone believes strongly in a cause - whether its climate, social justice or medical research. If you can make the connection between a prospective donor and the problem a nonprofit is trying to solve, maybe you have something. Hadn't thought to leverage AI as a research tool. Great idea, I'll give it a go!