What will you hope for in the coming year? Recently a college classmate asked me and others this question, ruminating on how hope and optimism are similar yet different. It struck a chord with me (Thank you David Mahoney). You see, I’m not generally an optimist. Yet I’m often hopeful. I’d just never taken time…
DetailsNonprofits pay a lot of attention to donor acquisition. Then?
They largely ignore these donors, unless…
They become worthy of attention by virtue of being ‘major’ donors. Then?
Nonprofits pay a lot of attention to major donor relationship building.
But between new donor acquisition and major donor cultivation, solicitation and stewardship, what happens?
Usually not enough.
This is a BIG missed opportunity.
You’ve likely got great donor prospects hiding inside your own donor base, and you’re essentially treating them like, well, poop.
What if you were to begin to look at your mid-level donors as the transformational fundraising opportunity they are?
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If I had to tell you what you need to do to succeed with major gift fundraising in one short paragraph it would be this:
Identify prospects. Qualify them so you know they want to build a deeper relationship with you. Cultivate them. Visit with them. Listen to them. Ask them for something specific that resonates with their passions. Steward their gift. Communicate the impact of their gift, more than once, to cement the relationship and make them feel like the hero they are.
It’s definitely not rocket science. It’s just not something most of us are taught. Ultimately, success depends on doing the right things the right way. Once you know what is required, success comes from good old hard work. Satisfying and rewarding work. It’s a type of work anyone can learn to do. [If you want to learn, please sign up for the upcoming Certification Course for Major Gift Fundraisers that begins January 25th. It may be the most important investment you make all year. Just one major gift will more than cover the cost].
Over my 39 years in fundraising, 30 of them working in the trenches as a director of development for organizations with budgets ranging from $1 – $40 million, I have asked for a lot of major gifts. I know what works, and what doesn’t work. Today I want to give you some of my best words of wisdom, and also answer some of the questions folks tend to ask me frequently.
I hope these tips will help you tweak your mindset and invigorate your systems so you can be more successful fundraising in the coming year!
