Major Gifts

The development function of many nonprofits has been lacking for some time, and there are two reasons why. Richard Perry offers advice.

While more and more organizations are realizing the value of a mid-level program, the concept of having mid-level donors, and creating specific strategies and a program for them is still in its infancy.

Most often, I work with enlightened progressive and donor-centered leaders. And then, occasionally, one shows up that just takes my breath away. That was my experience when I met with one CEO who needed help with his major gift program — at least that is what I thought. 

Why does your donor love your organization so much? Have you sat down with your donor and really listened to the answer? If they say, “Well, I just think you do a great job,” do you dig deeper to find out their "Why?" — the story behind their motivation to give?

There is not a limit to how many times you should tell a donor they are making a difference. You could do it every week. But then the question is how do you make the story different and unique?

A major gift caseload is not just a bunch of donors who meet a certain giving or capacity criteria. Current giving and capacity play into the selection of a caseload pool. From this pool, you should qualify the donors who want to connect. Your caseload will have donors of different economic quality, which is why you should tier your caseload so you know where to spend your time.

Don’t get me started on what we’re seeing in donor and donor value attrition. Terrible. Big donors are disappearing faster than you can blink. Why? No fundraising vision.

“We need more money. That’s why we’re starting a major gifts program.” This is how many leaders think the economy of a major gifts program works. They decide to do it and — bam! — the money starts to flow in immediately. These leaders need a dose of economic reality as it relates to major gifts.

How does your donor like to be communicated with? It’s not about how do you or your organization like to communicate — but how does your donor want to be communicated with, that best suits them? Knowing how your donor wants to engage will unlock a new level of relationship with them.

Stop for a moment, and have a heart and behavior check. Are you really focused enough on the donor and what they need? Do you express gratitude at the level and frequency you need to?