The Secret to Major Gift Success

Major gifts are a small percentage in quantity of most non-profit's total donations, but due to their size, they make up a large percent of fundraising success. Major gifts strengthen an annual campaigns, launch capital campaigns, and sustain endowments. Without major gifts, the job of a non-profit executive and development team would be much more challenging.

Unlike most donations, major gits can be much more difficult to secure than a traditional gift. Why is this? Many of the individuals who make these investments have clear purposes for their philanthropic efforts. Getting to the core of the donor's philanthropic heart is key to securing the gift, and here is how you do it.

1. Listen

Development professionals and executives frequently get caught up with the organizational "need" for funding. When meeting with major gift prospects, this "organization" focus needs to be put on the back burner. When meeting with a potential donor, listen. Let the donor tell you their story. Let them share their interests. They will guide the way to a gift.

2. Show the Donor They Are "One-in-a-Million"

No two donors are alike. Do not treat them like they are. Most development team members have gift quotas for the year. These quotas need to be left at the door when meeting with a donor...trust me, if you follow this guidance, the quotas will full themselves. Make a cultivation plan that works for each donor and don't just "copy and paste" your cultivation plan. Help the donor realize that you are not there just because the individual has capacity, but because there is a partnership which cannot be found anywhere else.

3. Share the vision

You have been working on this plan, proposal book, ask material, etc. for months now. You are excited about the gift and cause because you have been eating, sleeping, breathing this material for an extended amount of time. Your potential donor has not. Be a story teller and flesh out this vision for the donor taking the experience far beyond the printed materials. Use testimonial videos, site visits, renderings, and good old fashioned story telling to provide a multifaceted experience for your donor. When your donor calls you up with a change to the plans or suggestions, you have them hooked. The adage is right: "if you want a donation, ask for advice".

4. Create a true partnership

There is nothing worse for a donor then making a meaningful investment in an organization and then the organisation promptly forgets about them. It does not matter how many buildings they have their name on, they will be hurt. If donors feel like an ATM, they will no longer make gifts. If they are welcomed into a partnership, they will not only financially support the organization, they will also open doors to other donors as well.

The secret to securing major gifts is based off the the golden rule. Treat others BETTER than you would like to be treated. Do not be patronizing...be real. Fundraising is person to person and human to human. If all of your prospects are treated with this dignity and respect, you will succeed in your major gifts efforts!

Now it is your turn! What do you do to create successful major gift relationships? Comment below!

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