All nonprofits want to excel at major gifts fundraising. Is this really true?

In our 30 years in major gifts fundraising, we've seen familiar roadblocks crop up inside organizations. Roadblocks that somehow get thrown up to keep money from flowing into the organization.

What?? You may ask?

How could any nonprofit not want to pull in the funding that is really out there?

Psssst: Let me share with you a secret.

In many organizations - leadership attitudes are holding major gifts fundraising back.

Here are 5 reasons that your major gifts fundraising efforts may not be operating at full steam.

Change these, and your team will probably be able to bring in so very much more money!

These reasons are why I created our Major Gifts Intensive program - to help nonprofit leaders understand how major gifts fundraising really works, and give them the training and support to implement and expand their major gifts programs. 

If your team is interested in joining the 2024 cohort, send in a Letter of Interest, and we'll see if it is a good fit for you. Major Gifts Intensive 2024 closes out on February 16th, so don't delay if you are interested. We'll be starting our work together in early March. 

1. Attitude: Your leadership does not think major gift fundraising is important.

In some organizations, fundraising is the last thing people want to discuss. It's the yucky stuff.  We've seen too many organizational leaders look down on fundraising as "dirty and demeaning work."

There is NOT a culture inside the organization that supports philanthropy and fundraising.

A true culture of philanthropy is like this:

The organization as a whole believes that fundraising is important to the mission,

and they believe that donors themselves are important partners in your work.

If people believe fundraising is an important component of your overall mission, then fundraising staff, strategy, and programming are not relegated to the last thing on the list.

Instead, they are near the front, and on everyone's mind.

2. Staff and board members fear in-person major gifts fundraising.

Could it really be that it’s attitudes -- and people's thinking -- that hold us back?

Somewhere underneath it all, there is this huge fear of fundraising - particularly major gifts fundraising.  Especially fear of "big money "and fear of person-to-person discussions about funding.

A true culture of philanthropy is like this:

People who think fundraising is distasteful and demeaning - are silenced!

When the organization's leaders understand how major gifts fundraising works and how it is not so much about "asking", they are willing to embrace it and fully participate.

3. There's no organization-wide commitment to the major gifts program.

We see a lot of lip service to the "idea" of major gifts.

Leadership often talks a good game. But the people in charge don't make the time. And/or they don't commit the resources. They burden major gift officers with too many prospects, too many meetings, and too much other stuff to do that is outside fundraising.

A true culture of philanthropy is like this:

Everyone helps out. The board members help open doors, engage with donors, and even ask when appropriate.

CEO enforces an organization-wide commitment - and participates fully.

Fundraisers are not just left out there in the cold and expected to do the job by themselves.

Program staffers help by sharing about their field work with donors.

4. Leadership misunderstands major gift fundraising.

I find that so many organizational leaders don't understand how major gifts fundraising works.

I recently worked with the board of a large hospital system.  There were lots of sophisticated, connected people in the room - who were really nervous about major gift fundraising.

When you have a true culture of philanthropy, your people understand:  

Major gifts is a long term process. It takes patience and time.

It is not about "selling" or "arm-twisting." Instead it's about listening to the donor.

Even more, there are many roles that leadership can play in the major gift process. They don't have to all be engaged in soliciting.

5. Leadership is reluctant to commit the resources to major gifts.

Major gift fundraising is proven to be the most effective way - and the most efficient way to raise money that funds your mission.

We all know the data:

• Fundraising events are the most time-intensive, least profitable way to raise money.
• And major gifts fundraising is THE most highly profitable way to bring in funding.

What's more, major gifts fundraising takes the least effort and brings in the biggest return.  So it just astonishes me to see nonprofit leaders who refuse to invest in major gifts. :(

They'd rather focus on events and mailings.  And you know why? It's because they are afraid.

And they don't understand that major gifts fundraising is fun and even joyful!

Bottom Line: What Does Successful Major Gifts Fundraising Really Need?

Perhaps some attitude adjustment will help people get over their fear and realize that this can really be fun!

It might just be people's attitudes that are holding you back!

What do YOU think is holding your organization back?

And don't forget about our upcoming Major Gifts Intensive. There's a special workshop just for organizational leaders and board members on how they can get involved and help bring more major gifts into the fold. Don't miss out this year- check out our updated curriculum and send in your Letter of Interest.

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In early November, we had a transformative roundtable discussion – Navigating the “Big Ask” in Challenging Times.

You had so many burning questions during and after that webinar about cultivating meaningful relationships with your donors, navigating the tricky waters of meeting requests, addressing donor concerns, and even reigniting the spark with lapsed supporters.

Beth Ann Locke, Director of the Academy, and I sat down to answer YOUR top questions:

1. What questions can I ask in a discovery call that will help develop a deeper relationship with my donor? 

I’d like to find out what they are passionate about but I don’t want to come across as invasive or inauthentic.

Try this approach that Beth Ann Locke suggests: 

After calling to say thanks, you might ask how their summer went, or what their plans are for the winter. You might learn that they took the whole family for a trip to…Italy! 

You might then ask how many people, was it all grandchildren, etc. You can find a lot out about a donor when they talk about their family and their travel interests.  

If you have the opportunity, you can also ask, “What resonates most with you about our work and programs?”

2. I’m trying to schedule discovery meetings but I’m getting nowhere with my calls requesting meetings. Any ideas and suggestions?

The good news - is you don't have to have an in-person meeting to have a discovery call. 

The truth is that you can dip into discovery questions in all sorts of donor conversations - such as a thank-you call for a recent gift or volunteer experience. 

We are finding that as the winter is approaching, with all sorts of viruses running amok, the donor may be hesitant (if you traveled over Thanksgiving, you know how many people were out and about in close quarters!). 

We always say, meet the donors where they are!

 A simple phone call is great (and please, if you are uncomfortable on the phone, let's practice your skills!) 

Even leaving a message saying you'd love to give your heartfelt thanks to them via phone can help. 

You can also tell people that you will call back at a certain time. (then put it on your calendar and do so). 

Just because WE want the discovery info about our donors, in reality, we have to be sensitive. 

Asking for information is taking something from them, whereas inviting them to tell us what resonates most about our programs - or the impact of our work - is a warmer invitation.

3. What to do? My donor fears a recession and is canceling meetings with us.  

Our short answer is: Some donors are holding back because they are worried about instability in the economy, and you can’t do a lot about how they feel. 

Your job is to be patient and send love and attention to your wonderful donors even when they are not giving. 

Why? Because it’s the right thing to do. And, they will probably come back to give when they feel better about their investments and the economy. 

Longer answer: 

Even though you may know a particular donor has capacity, even then we cannot actually know where their resources are directed.

Beth Ann always recalls the donor who shared that she was paying for a special school for her nieces' children, who were on the spectrum. In another country. 

So the lesson is - when we appeal to donors, we are not appealing to their wealth, but to their generosity and the impact of YOUR org and the values match. 

Beth Ann’s (beautiful) suggested response to the donor: 

"Chris, thank you so much for considering meeting with me last month to discuss your support of our work. As a current Patron you know, one of the key aspects of the arts is to nourish the soul and to reflect collectively on what is happening in our communities. 

I respect your message to me about your feelings on the continued bumpy economy. 

We have found that people are finding a special refuge in the gatherings at our theater - they are having a shared, thoughtful and positive experience. 

When you are ready, we are hoping you would consider a gift that might be less "open-ended" and one that supports a portion of our programs where you find the most meaning.

4. How can you make your organization's year-end fundraising "urgent" when there are so many world events happening that are dire?

Remember, your donors have a personal reason that they choose you and your organization’s mission. This personal connection to your cause exists whether the world is falling apart or not. 

It’s important to talk about the work and the IMPACT of your organization. This is far more important than your year-end financial goals. It’s your mission that is so very IMPORTANT! 

This is why understanding the values match between the donors' values and the impacts of your organization is so key. And, of course, this is why we believe that ongoing discovery calls are a vital part of major gift work. 

Best thing to say to your donors: Our Work Continues . . .

If you personally feel you need to mention other crises... which we don't think you need to do... then say something like: 

"With all the challenges, conflicts, and crises happening close to home or on the other side of the world, the work of Global Volunteers continues. 

“You may choose a hands-on volunteering experience for yourself or your family to support our work. OR you can give and also make your impact on 17 communities in the US and abroad. The choice is yours. 

“But we ask that you say Yes today, to ensure the impact - using local solutions for local challenges - continues.

5. What is some helpful verbiage for lapsed donors/renewal?

Here’s our recommendation:

"Hi Dana, Thank you so much for your support in recent years. You’ve helped to bring magic to many children and families in the past. We hope you will remain a supporter and continue to send grace to these families who need such help today. 

For a capital campaign donor who may renew their annual gift: 

“Your important gifts to our capital campaign helped to renew our theater, but, even more, brought new magic to patrons young and old.  Have you been down for a visit since you made your gift? I would love to offer a short tour to show you the ripples of impact your gift had."

If the donor gave, say, at the $1,000 level, you might refer to the last gift. 

"Your generosity in last year was simply magnificent. We are hoping you will invest in our families AND the magic again this year. Might you consider another gift of $1,000?"

Bottom Line - It’s time to get back to basics and use the Conversational Ask method.

Remember to listen thoughtfully, and encourage the donor to share their feelings and deepest passions. From there, an ask should come naturally.

The post Gail Perry’s Q&A About Major Gift Fundraising appeared first on Gail Perry Group.

If you want to create tons of donor love, then thank your donors early and often!

You might already be actively thanking your major donors during the holiday season, but what about all your other lovely supporters?

This is a great time to go back and thank them ALL for everything they have done to make your organization successful.

Tip 1: Segment Your Donor List

I would encourage you to look at and segment your list - spread the love around.

How about thanking your organization’s founders or longtime supporters? You could run your list to see who has been donating for over 15 years.

How about your monthly donors? They deserve more than a transactional thank you! Surprise and delight them with an unexpected thank you. 

How about former board members? Capital Campaign donors from the past?

Hint: these folks are probably major donor prospects, aren’t they? So it is reasonable to invest some of your time thanking them for getting you to where you are now.

Remember that thanking donors is the first step to preparing them for the next solicitation.

Tip 2: Share a News Update

Don’t just thank your donors - give them an update. 

Tell them about the impact their gift has made.

What has happened in the last 10 years since they made their first donation?

Tip 3: Thank Your Women Donors

Women will, in fact, respond generously when they are approached correctly - and thanked properly.

Women control 32% of the world's wealth and add $5 trillion to the global wealth pool every year.

In 2020 in the U.S. alone, women controlled $10.9 trillion to men’s $24 trillion. Currently, 45% of millionaires in the US are women.

So, don't forget to reach out and acknowledge your female donors in particular!

Tip 4: Try a Thank-a-Thon

Even though you are in the middle of the year-end season, it's still a great time for a thank-a-thon - it’s like a mass thank-you session.

Remember that thanking donors is the first step to asking them for another contribution.

Try a Thank-a-Thon: Gather your board members, volunteers and staff together for a fun night.

Get on the phone and call your donors. Thank them for everything they have done to help and get specific - tell them WHO they are helping and HOW.

Don’t thank them for helping YOUR organization be successful. Instead thank them for the impact THEY are making in the world.

Your thank you helps donors feel like you care about them as real people, rather than wallets or ATM machines. 

This is a great place to use your board members. Studies show that when board members thank donors, their future gifts are larger. 

Bottom Line - Remember, you have plenty of major donor prospects

Remember, you have major donor prospects – right now – buried in your files among the small gifts. The problem is that they just haven’t identified themselves as major donors yet. A little bit of donor love might change that!

The post Thanking Donors – How to Show Your Donors Some Love appeared first on Gail Perry Group.

What would happen if your team could expand into a full-scale major gifts program? Let's look at the results you'd achieve for your institution:

Most of all - you guessed it - new funding would start flowing in. 

Your organization will identify more and better major gift prospects. 

Who would not want a cluster of high-net-worth donors on hand, ready to support your cause? Wouldn't it be wonderful to have major donors who would readily take your calls? 

The first step of every major gifts program is identifying major gift prospects.   

The next step, of course, is Discovery - systematically connecting with prospects to find out their level of interest and commitment to your work. 

Uncovering high-capacity donors.

As your team refines their prospect portfolios by making discovery and qualification calls, they will uncover high-capacity donors who love your mission.

Following this process, you’ll be able to develop close-knit trusting relationships with major funders. These donors will be people who believe deeply in you and your work. They will like and respect you because they know your team and leadership personally.  

They’ll be ready to give when you need them. You’d know their capacity – that they’d actually be able to make generous investments to support new initiatives, special projects, expansions, and even general operating costs.

Wouldn’t it be wonderful if you had tight relationships with these special high-net-worth donors who are deeply aligned with your mission? They’d be available to help when you turn to them. Ready with great advice. Always willing to take your call. Always there when a big opportunity comes up.

(Need to identify which donors are your immediate major gift prospects?  Learn about building a prospect management system for major gifts.  

Stronger major donor relationships will create more funding. 

Yes, raising money is the ultimate objective of major gift programs. But first, everything starts with building strong and fruitful major donor relationships.

You nail the donor relationship first. Then the money comes. First one, then the other.

Relationships are more important than money at this point.

One of the greatest mistakes ever is to launch your major gift program for the money only. In this case, you may be somewhat successful, but you won’t build close and productive long-term relationships with these funders. What’s more, you won’t reach the potential that’s out there for you and your team.

Nurture your donors using the building blocks of the major donor relationship.  When you focus on building connections and understanding their emotional connections to your work– you will demonstrate to your donor all the possibilities their gift can achieve.

Check out how to learn more about discovering your donors' emotional connections. 

This is the art of major gift fundraising and how you achieve the potential that is waiting for you.  

A short-sighted focus on more money sooner than later will hurt future giving from your largest potential donors.

If you take a transactional approach rather than a relationship approach, you will shoot this effort in the foot.  

That’s why we developed the Major Gifts Intensive educational and coaching program – to help organizations build the skills, tools and structure to expand their major gifts. We teach the nuances of a relationship-based approach to HNW donors. Registrations are open for our 2024 cohort, and we are already filling up. You can find out more here. 

“I just received a $100,000 gift out of the blue, without asking! I followed all of your rules in working with Major Donors, patiently listening to her. She told me, "You have made me feel heard. I didn't feel that way before. Now, I want to give a $100k gift in support of your new leadership.""

Odessa Dwarika M.A

Executive Director, Jhamtse International, Major Gifts Participant

What else could you expect with a well-structured major gifts program?

Expand your mission with more money!

Your leaders could expect to expand your nonprofit’s mission and serve more people.

Wouldn’t it be wonderful if your nonprofit organization had the funding to bring more benefits to the world! To stop suffering, create art, educate people, save land – whatever your mission is.

You’ll have the money to pay your staff adequately, invest in infrastructure, expand programming and outreach. 

You’d be able to expand your mission’s work, in a world that badly needs your mission.

Achieve expanded PR, more community visibility and outreach.

What happens when you announce a major gift to the rest of your stakeholders?

People start thinking of your organization as worthy of major gifts. You rise to a new level of prominence in your community. Your work gains attention. With this attention, more gifts – of all types – will flow in.

More efficient fundraising. 

By far, major gift fundraising is the most efficient and effective way to raise money. By focusing on major gifts, you can forgo other types of fundraising strategies that are far more labor-intensive (a gala, anyone?).

Major gifts fundraising is a targeted approach, focusing on a fewer number of people and funders. One smart, well-trained fundraiser can bring in gifts far exceeding what you’d raise from an event.

Your team will be able to raise the funding for your mission, without exhausting the board and all your volunteers. Without exhausting themselves.

One major gift can be a million dollars. It’s the most efficient and effective way to raise money, hands down.

Bottom Line on a Full-Scale Major Gifts Program: Your nonprofit can achieve all of these benefits.

But you’ll need to invest the time, energy, and resources to make it happen.

And above all, you’ll need to work toward excellent donor relationships, not just a money machine. When you build relationships centered on trust, respect, and concern for the goodwill of your mission, anything is possible.

Major Gifts Intensive 2024

Don’t forget, that we can help you expand and build a profitable, sustainable major gift program. We’ve just opened registration for our Major Gifts Intensive 2024, and we are surprised that it is already filling up so quickly this year.

Join us if you want to develop the systems, mindset, vision, structure, and processes for a long-term productive major gift program that will deliver measurable results for years. Find out more here.

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Imagine knowing how to approach donors in a way that they throw money at you without asking. Sounds like a dream, right?

It’s much easier than you think! We see this almost every day. All of our capital campaign consulting clients and Major Gifts Intensive participants are seeing mega gifts without asking. 

If you take our approach, donors will feel like they are partnering with you and feel like their heart is in the project.

So, how do you do this? Turn the major donor visit upside down. Instead of pitching the donors, bring your donors to the point where they are pitching you on what they want to accomplish. 

In the video above, Gail Perry shares a few impactful steps to make the “no ask” gift a reality. 

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