Raise More by Focusing on the Right Things

It's easy to get distracted by the dozens of different things you need to do and the millions of recommendations you'll no doubt receive as a nonprofit leader or fundraiser. They come in the form of well-meaning guidance from board members, colleagues, friends in the industry, consultants, and talking heads who all think they know best.

Some are even right.

But often the well-meaning among us don't understand enough about how the business of philanthropy works (or they just wish it weren't the case), so they preach about strategies and tactics that they like, but that don't actually drive meaningful impact for causes and organizations.

In our own research at DickersonBakker, we saw in our 2022 Giving Study that small dollar giving was in decline. This has since been validated by GivingUSA, the Fundraising Effectiveness Project, and just about every other organization that tracks charitable giving in the U.S. What we saw in our data (and subsequent results in the market) is that most, if not all of a charity's net revenue growth year-over-year in 2022 and 2023 (and we suspect very likely again in 2024) is coming from the top 2%-5% of givers.

This is why our focus has always first and foremost been on helping ministries and other organizations build deep and meaningful relationships with major donors -- those supporters that can give truly transformational gifts.

It's also why I'm so bullish on encouraging nonprofits to focus on activating more major gifts. From where I sit, there's no better way to grow your organization's revenue and impact than by identifying people who are already supporting you and who can go a lot deeper with you, and presenting them with an opportunity to make a first-time major gift to your organization.

There's a specific five-point approach we take to doing this, and the results have been fantastic. Just take a look at this text thread below if you don't believe me. It's from one of our partners who was bold enough to act on our recommendations. Not only did he see great results from their major gift activation efforts, but they doubled revenue expectations from the program, generating $1 million in just 60 days (with several months of results yet to come).

Our framework for major gift activation isn't rocket science. But it does require the partnership of skilled fundraisers, marketers, storytellers, and data analysts to bring to life.

• Identify the right audience
• Craft a vision-forward, compelling offer
• Write great copy that resonates with your audience
• Ask the right people for the right amount in the right way
• Leverage creative that demands a response
• Manage contact cadence effectively
• Deploy your greatest asset (your people)

Time and again, when ministries and organizations embrace this methodology and follow our proven formula for engagement, we see great results like those shared above. If you're looking to activate more first-time major gifts, to re-engage more lapsed major givers, and to encourage greater giving from existing major donors, this kind of effort is worth the investment.

Generous Relationships are Key to Major Gift Success

The philanthropic landscape is changing by the day. With fewer low-dollar givers continuing to give and more organizations relying on fewer (but larger) contributions from high net worth individ

uals, the importance of having a strategic major gift fundraising program was never more evident.?

This is one of the major reasons why I’m focused on helping ministries and other nonprofits find a better way to fundraise .?

That’s why I was so excited to begin partnering with my new friend, Brian Hurd , and to get him on my podcast to talk all things major gifts.

Brian Hurd is the new Group VP of Major Gift Services at DickersonBakker .?

In our conversation , Brian shares his experiences and insights on major gifts.

We discuss the changing landscape of philanthropy, the importance of major gifts, the need for talent development and training in the fundraising industry, the role of fractional development staff, and the key qualities of a successful major gift fundraiser.

What I really love about this conversation and the work Brian is doing is how central generosity is to his work and perspective on fundraising. And not just the generosity of donors. Brian is an ardent advocate for the generosity of the fundraiser in the philanthropic process and donor relationship. And I believe that kind of generous thinking totally changes the conversation when you are sitting with a donor and discuss how you can partner together to change the world.?

Brian also shares several impactful donor visit stories and emphasizes the importance of authenticity and learning from our mistakes.

Here are some of the key takeaways from our conversation:?

• The landscape of philanthropy is changing, with a shift towards fewer low-dollar givers and a reliance on a small percentage of high-dollar givers.
• Talent development and training are crucial in the fundraising industry, and organizations should consider implementing programs to retain knowledge and mentor the next generation of fundraisers.
• Authenticity is key in building trust with donors, and fundraisers should focus on being themselves rather than trying to emulate others.
• Major gift fundraisers should have a heart of generosity, know themselves well, be great listeners, and have the drive to make a difference.
• Learning from mistakes and recovering from failure is an important part of professional growth in the fundraising industry.
• The role of a major gift fundraiser is to be a strategic connector between major donors and the vision of the organization, and to work towards building trust and long-term relationships

If you ever want to talk major gifts or ways your organization can grow for the future, please reach out. I welcome the opportunity to visit with you!

Andrew