Success in major gift fundraising relies on making donor prospects an offer they can’t refuse.

What’s a donor offer, you wonder?

It’s what a donor receives in return for their anticipated gift. The donor actually “buys” something you present to them. And it is this “product” — or donor offer — that you, as a fundraiser, need to create.

If you’ve ever felt you didn’t have anything compelling to present to a major donor, you’re not alone.

It can be challenging to go out into the field armed only with the broadest description of your mission, let alone an ask amount untethered to a specific opportunity.

Today, we’re going to explore how you can develop distinct “products” within your existing programs that donors will be excited to support. This isn’t about creating something new or straying from your mission. It’s about packaging what you already do in ways that make it easier for donors to see where they can make a meaningful difference.

This is what facilitating philanthropy is all about!

Why Generic Major Donor Asks Fall Flat

Too often nonprofits approach major donors with a request for what is commonly called “unrestricted operating support.”

Yawn.

Trust me. This kind of ask rarely ignites donor passion or inspires someone to make a truly transformational gift.

Think about it from the donor’s perspective.

Imagine an organization you care deeply about asks you to make a gift that’s a real stretch.

Which approach would inspire you more?

• Would you make an unrestricted gift so we can carry out our important work?

Or…

• Which of these three top priority initiatives most speaks to you? Would you consider investing in one of these projects?

During more than three decades working with major donors, I’ve found most people prefer directing their philanthropy toward something specific.

Something that tugs at their personal heartstrings.

And when they do, they often make a larger investment than they would have if they’d simply been asked to support the organization generally.

Think about it.

I’ll pay more for the auction item I truly want than for a mystery grab bag. I’ll pay more for the sofa I can customize than for the one sitting on the showroom floor.

Donors are no different.

Why This Works So Well

There are good psychological reasons this approach succeeds.

Donors like to be in control.

When donors choose where their philanthropy goes, they become more invested in the outcome.

It’s a bit like the difference between investing in a mutual fund and selecting individual stocks. The former is easier, but the latter encourages you to follow the companies you’ve chosen and root for their success.

Research even shows people receive a pleasurable dopamine response simply by anticipating giving. The more they think about how they’ll make a difference, the more rewarding the experience becomes.

Wouldn’t you rather have donors cheering for a program they deliberately chose to support?

Donors like to feel a personal connection.

People naturally gravitate toward causes that reflect their own experiences and values.

Sure, I care about human rights for all.

But your program serving at-risk youth really moves me.

Sure, I care about protecting the environment.

But preserving that stand of old-growth redwoods inspires me.

Sure, I care about improving health care.

But after losing my mother to breast cancer, I’d love to support your breast cancer services.

When donors fund something personally meaningful, your stewardship also becomes richer. You can report back on the specific impact they made rather than offering a general organizational update.

That’s far more satisfying for everyone.

Create Major Donor Case Statements Before You Need Them

One of the smartest strategies you can adopt is developing a collection of pre-packaged case statements for your organization’s priority initiatives.

Surprisingly few nonprofits do this.

Yet it can completely transform your major gift fundraising.

Start by identifying your most important strategic priorities.

Ask yourself:

• Which programs are most critical this year?
• Which services are most needed?
• Which new initiatives need additional investment?

Choose initiatives where both the problem and your solution are so compelling they naturally invite donor action.

You probably can’t prepare case statements for everything you do.

You don’t need to.

A half dozen well-crafted opportunities covering your highest priorities is often plenty.

Then create a simple one- or two-page case statement for each initiative.

Include:

1. The compelling need.
2. How your organization uniquely addresses it.
3. The full cost of making it happen.
4. Exactly how the donor can help.

Finally, bring your offer to life with stories.

Take donors to the scene.

Share a client’s experience.

Quote a program director.

Illustrate how someone’s life changed because of your work.

Build a habit of collecting stories throughout the year so you’ll always have meaningful examples to share.

Turn Your Operating Budget into Donor Investment Opportunities

Now connect your operating budget to these priority initiatives.

Include appropriate administrative and infrastructure costs. Programs can’t exist without the people and systems that make them possible.

Be realistic.

Some initiatives naturally require higher support costs than others.

Once you’ve allocated your budget this way, each initiative becomes a genuine investment opportunity rather than an abstract request for “operating support.”

What This Looks Like

Imagine you’re a comprehensive human services organization whose mission is to “help solve the problems in people’s lives.”

Rather than presenting one broad funding opportunity, you might invite donors to support:

• Talking to Children About Hate Crimes
• Supporting Families Facing Dementia
• Domestic Violence Services
• Small Business Loans and Grants

Or suppose you’re a food bank.

Instead of simply asking donors to “fight hunger,” you could offer opportunities to fund:

• Food Stamp Outreach
• School Pantries
• Farm to Family
• Food Pharmacies

Or perhaps you’re a music conservatory.

Rather than asking donors to support “music education,” they might choose among:

• Student Scholarships
• Musical Instruments
• The Library
• The Computer Center
• Distinguished Faculty

Don’t worry too much about ending up with too much money for one program and not enough for another.

During my three decades in the trenches, this happened precisely once.

We simply went back to several donors, explained another related need, and they were happy to redirect their gifts.

In practice, donors’ interests usually spread naturally across your priorities, allowing you to raise more overall.

The Real Opportunity

Major donors don’t make their largest gifts because an organization has needs. They make them because they’re offered an opportunity to create the change they most want to see.

In other words, major gifts aren’t built on bigger asks.

They’re built on better offers.

When you stop asking donors to “support our work” and instead invite them to solve a problem they genuinely care about, everything changes.

• Conversations become more engaging.
• Gifts often become larger.
• Stewardship becomes more meaningful because you can report back on the specific impact donors made possible.
• Most importantly, donors feel like true partners in creating the change they most want to see.

That’s what thoughtful major donor case statements really accomplish.

They don’t just help you raise more money.

They help donors experience the joy of investing in something they genuinely care about. And that’s the kind of philanthropy that inspires generosity today — and loyalty for years to come.

Want to Be a More Successful Major Gift Fundraiser?

I’m partnering with the Veritus Group to offer their awesome 8-module Certification Course for Major Gift Fundraisers. You’ll learn everything you need to know to set up (or accelerate) a strong major gifts program. Including tips to connect even while social distancing. And you’ll walk away with a concrete plan you can put in motion right away.

Why do this now? The trend has long been towards fewer donors making larger gifts. Since the 2017 Tax Act reduced the tax incentive to give for small and mid-level donors, this trend has accelerated. It makes sense to focus efforts on wealthier donors who want to make impact gifts. Plus it’s hands-down the most cost-effective form of fundraising, yielding a true bang for your buck. If you’re not strategically focused on building relationships with major donor prospects, you need to start.

NOTE: You can save 35% if you use my exclusive code — CLAIRE35 — to grab your spot now. This is the only place you will find this discount — because I really, truly want you to take this course! Questions? Just let me know!

You’ll more than make back your investment — likely much more —  if you apply what you learn.

Image by Annette from Pixabay