Mind the Gap

Mind the Gap

Far too many fundraisers, once they learn even the basics of a donor’s gift motivation (Why did you make your last gift? What has motivated you to give for so many years?) immediately start looking for an opportunity to ask for a new gift, whether that be a renewed annual gift or something more significant, their nonprofit’s definition of a “major gift.”

There are two equally important issues to address between requesting the discovery conversation and asking for the gift – two equally important skills to learn and hone. 

The first is to learn how to effectively transition from WHY the new possible donor might be willing to discuss your organization with you to for WHAT she might consider making a gift. This is the vital conversation about gift purpose/designation, about where at your organization she might want to direct a new gift. 

The other is HOW the gift under discussion might best be made – when, with what assets, and in conjunction with what personal considerations you can learn from your prospect. This is the part most often overlooked, even avoided in many cases.

The transactional frontline fundraiser tends to think, when reading this, about things like “planned giving” and tax law, and avoids HOW conversations entirely. 

The transactional frontline fundraiser leaves a lot of gifts on a lot of tables by avoiding the conversation about HOW, by not asking about triggering life events, asset allocation plans, and timing that might complement a desire to make a meaningful contribution.

The gap between WHY and WILL YOU? is vital space. It’s where the gift lives.