Major Giving: Right Person, Right Prospect, Right Ask at the Right Time

• Develop a strong case for support. The need of an organization is a given, but it’s whether the case answers the following questions that will ensure donor confidence: What is your solution? What is your approach? What will this achieve? How do you/will you measure your results? How is it sustainable?
• Different donors have different value propositions. Individuals give for various reasons. Be aware of why your donors are giving.
• Prospect identification and prioritization are key. Identify your major donors based on wealth and philanthropy, interest, and personal/professional access points. Use a top-down, inside-out approach, and map the networks between you and your donors. Don’t forget to develop and engage your leaders. They are already involved. Bring them closer through cultivation and engagement.

The economy and philanthropic landscape are always changing. As the landscape continues to change, nonprofits must strive to understand these changes and shift their strategies to keep donors engaged. There are individuals out there willing to support your mission and organization. By staying in tune with your organization, your donors and the surrounding environments, you can continue to secure the major gifts needed to ensure a sustainable fundraising program that allows you to fulfill your mission now and in the future.