Personalization for Board Members and Major-Gifts Officers

“[To make a ‘human case’ for your mission when approaching major donors], you must know your ‘product.’ That is, you must be familiar with the aims of your organization, who it serves, how it affects people’s lives, and you must have a real sense of your prospects’ needs, wants, hopes and ambitions.

“Attempt to identify one or two possible projects that match what you believe are your prospect’s interests. Then, after gaining support for your organization’s overall mission, present these projects, document their need, and show the benefits that will result if either or both are funded.

“Be sure the projects are challenging, however. Major donors usually want to do something special, something others may not be able to do. As a result, they tend toward those projects having the potential to create a lasting change for the good.”

— David Lansdowne, in his book “Fund Raising Realities Every Board Member Must Face” ($24.95, Emerson & Church) www.contributionsmagazine.com/books/fundraisingrealities.html