Use of Donor Advised Funds (DAFs) as a way for individuals to make charitable contributions continues to rise and grants from DAFs are becoming a growing source of income for charities of all shapes and sizes. An ever-broader group of donors are embracing them to approach philanthropy in the thoughtful, strategic way once reserved only…
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Shifting politics are creating economic uncertainty for all, and it’s especially scary for U.S. nonprofits who, on average, receive about a third of their total funding from Federal grants. This means nonprofits today need to shift emphasis (and budget) toward individual donor engagement strategies. Giving USA reports 75% of all giving (lifetime + bequests) came from individuals last year.
Major individual donors are, by far, the largest slice of today’s philanthropy pie.
If I had to tell you what you need to do to succeed with major gift fundraising in one sentence it would be this:
Identify major donor prospects… qualify them so you know they want to build a deeper relationship with you… cultivate them… visit with them… listen to them… reflect back to them what you heard… ask them for something specific that resonates with their passions… steward their gift and communicate in an ongoing way to make them feel like the hero they are!
Whew – that was a mouthful!
But don’t worry. It’s definitely not rocket science. A shorter way to say this is:
Meet with donors. Listen to donors. Ask donors. Thank donors.
See — it’s simple!
It’s just good old hard work. Satisfying and rewarding work. And it’s a type of work anyone can learn to do.
If you want to learn, please sign up for an upcoming cohort of the Certification Course for Major Gift Fundraisers. [NOTE: If you sign up within one month before it begins, you’ll get a nice discount.] It may be the most important investment you make all year. Just one major gift will more than cover the cost].
Over my 40 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:
(1) some of my best words of wisdom, and also
(2) answers to some of the questions folks frequently ask me .
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!
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It’s Tax Day – April 15th — in the U.S. No fun. Nobody likes paying taxes. Nobody likes thinking about paying taxes. Bummer. A subject most folks avoid like the plague. And that’s the point. Talking about taxes is mostly bad news. It puts folks in a sour mood. It makes them want to move…
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There’s a lot about fundraising folks take for granted. And not in a good way. Because… much of it is untrue!
In fact, if you, your executive director, your board members or anyone else where you work subscribes to these fictions you’ll be in for a lot of pain and suffering. You won’t raise near the money you could otherwise raise. And you won’t enjoy your work.
But there’s a fix!
In the past I’ve written about certain self-evident fundraising truths. Truths you want to hold close to become a fruitful philanthropy facilitator. The problem? These tenets I call truths are too often not apparent at all.
Why?
A disinformation campaign is unconsciously being waged by leaders who:
Oh, dear. Guess what?
Like anything else worth doing, fundraising must be done well to succeed.
You get out of it what you put into it. That’s the unvarnished truth — the truth that shall set you free!
Sadly, if you believe any of the following untruths, your fundraising program is in jeopardy. And so is your mission. Let’s break these down.
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Can the act of philanthropy make people feel better?
I say “Yes. Absolutely.” Much has been written about the warm glow that comes from giving.
So why not think about fundraising as a caring act, and fundraisers (aka ‘philanthropy facilitators’) as trusted helpers and healers?
Reframing fundraising in this way can be your key to:
(1) committing to major individual donor fundraising (helping people to be the people they’d like to see in the mirror), and
(2) engaging more staff, volunteers and board members in this noble endeavor (so they experience not just the joy of giving, but the joy of helping others give).
It helps to understand the similarities in findings from functional MRI research on both the placebo and philanthropy effects.
DetailsSmall nonprofits often face a daunting challenge: maximizing impact with limited resources. Without the brand recognition or staff of larger organizations, fundraisers at small nonprofits must wear multiple hats and juggle a variety of priorities. Spending extra time on building donor relationships or ing into donor analytics can feel like a luxury you just don’t…
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No matter your politics, this is crisis time for many nonprofits who rely on federal grants and loans (about 30% of all charities).
It’s also crisis time for the beneficiaries of many nonprofits, who are scared, stressed, depressed and otherwise at loose ends due to the rapidly changing environment. Many of the resources on which folks once relied have disappeared or are at risk. For some of your constituents, it feels as if the rug has been pulled out. Or the other shoe is about to drop.
During times like these, people want to come together and help. It’s your job, as a philanthropy facilitator, to help them in this communal endeavor. Stay calm, carry on, and communicate your particular needs.
Resist the temptation to throw your hands up in the air, assume people feel too uncertain to give now, and simply leave folks (donors and clients) to their own devices. We know from past experience this won’t end well.
During the 2008-09 worldwide recession, many charities cut back on fundraising and marketing. Some of them still haven’t recovered. Something similar happened in response to the Covid-19 pandemic. People thought (assumed) it was unseemly to ask for contributions.
Be careful what you assume.
Research collected from donors in response to the coronavirus pandemic showed:
“Many of the donors we spoke to report that they just don’t know what they should be doing or who they can trust. This led to a rise in levels of insecurity… Of course, they understand that things are changing and that plans will always need to adapt. But knowing that a strategy is in place will provide the security that they need. They also want to know what their role – as supporters – will be. And, most importantly, they are ready for a frank conversation about what is required of them.“
This means telling people what you do that addresses the problems that worry them. For people feeling helpless, this can give them a sense of control. Show them how they can join you, and become a part of a community of like-minded people who share their concerns and values.
It all boils down to a need to put together both short and long-term plans to connect meaningfully with your supporters right now, using the correct approach and tone. Towards that end, I’ve put together five ‘to-do’s – one for each day of the work week. I suggest you put aside a little bit of time this coming week to consider how you might actualize each of these suggestions, if not in whole at least in part.
Ready for your five timely tips?
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The major gift journey is a synergistic one. You see, it’s both your journey and your donor’s journey.
If you want to follow along the most direct pathway to sustainable philanthropy, you’ll want to consider the two-fold nature of the expeditious endeavor known as major gift fundraising. Or, as I prefer to call it, passionate philanthropy.
First understand the pathway to passionate philanthropy is not just about the money; it’s every bit as much about the experience.
If you do your job as guide well, they’ll find meaning, purpose and happiness being engaged with you.
That’s right! It’s both (1) a business, and (2) a donor journey toward joy. You’ve got to treat it like a business if you want to make money. That means clarifying goals, setting specific objectives, planning strategies and tactics, and holding yourself accountable. Otherwise you’re just occasionally taking folks along for a stroll, without being thoughtful about what’s in it for both of you. And if you haven’t concretized what the benefits are, it’s hard to deliver on them!
Let’s take a look at the 6 steps you must take to build and sustain a winning major gifts program.
When you’re not aware you’re making a mistake, it’s hard to avoid it.
So let’s get curious. I’m going to ask you to close your eyes for a minute to imagine a donor you’ve been wanting to ask for a major gift. I’m going to ask you to visualize a space where you’re meeting. Put them in your office, their home, a café or even a Zoom screen. Choose what’s comfortable, and where you think you’d be most likely to meet with this donor within the next month or so.
Okay… do you have your donor and your meeting space in mind? Excellent!
Now, before closing your eyes, commit to visualizing these four things:
SELF-EXERCISE: Okay, are you ready to close your eyes? Even if this feels a little weird, why not give it a try? (1) Pick your donor… (2) your meeting space… (3) your additional person supporting you in the room… and (4) open the conversation. What are you saying to them? What are they saying back? Don’t think in terms of pitching what they can do for you, but in terms of promising what you can do together. Play this scenario out just a bit, until you get to a place of comfort or discomfort. Then open your eyes.
What felt comfortable to you? Uncomfortable? Did it feel more comfortable and pleasant than you may have imagined? Smiling people, committed to the same cause, hanging out in a comfortable space together…. from such a space can come many good things.
REFLECT and JOURNAL: Take a few minutes to quickly journal some answers to the questions posed above. Whatever comes to mind first is great; don’t overthink this. I guarantee this will help you shift the energy for the next time you move into this space – in real time – with a donor.
It’s not fatal; you can correct it. But first you have to recognize it happened!
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Today I want to talk about the heart of successful major gift fundraising.
It’s about reframing what you may think of as a “pitch” into what your donor would like to consider a “promise.”
A monologue you deliver about everything you know about your organization. Usually it’s about how great it is, how pressing the need is, how you know the donor cares about your mission… and, then, you drop a bomb into your donor’s lap with a big-ass ask they didn’t quite anticipate. This often leaves them feeling they didn’t get a chance to get a word in edgewise and/or they’ll be a ‘bad’ person if they don’t respond as you suggest.
The donor promises to make a gift to accomplish something near and dear to their heart; you promise to put that gift to work effectively. You fulfill on that promise through prompt acknowledgement and by reporting back to the donor on specifically what their philanthropy accomplished.
For donors to give at their most passionate level, and to stick with you over time, they have to:
If people gave because they felt coerced or guilted by your perceived sales pitch, they aren’t likely to want to do this again. Promises, and fulfillment of promises, build relationships. When you make giving transactional, you fail to build a relationship. Ultimately, these donors will evaporate.
Which brings us to the heart of effective, two-way, donor-centered major gift fundraising.