Mining for Major Gifts

Major gifts make it possible for nonprofits to perpetuate their missions, so it behooves fundraisers to gain donor trust and respect. One of the best ways to do that, according to Laura Fredericks, author of “Developing Major Gifts: Turning Small Donors Into Big Contributors,” is to be sensitive to donor concerns.

Fredericks stresses that fundraisers should answer all donors’ questions and address their concerns patiently, yet persistently.

“Prior gifts can and do attract new gifts. Make sure major gift prospects are informed about the benefit prior gifts have brought to your organization,” Fredericks advises in her comprehensive how-to guide.

As senior director of major gifts at Temple University in Philadelphia, Fredericks has designed and implemented fundraising strategies that have enhanced the univer-sity’s relationship with its donor base. In her book, she provides tips on turning $1,000 gifts into larger contributions; judging a prospect’s readiness to give; and ways to keep donors involved with the organization.

(Aspen Publishers, $49.95)