Five Good Ideas about major gift fundraising

Whether it’s due to decreasing government support or increasing need, charities big and small are seeking to diversify and increase their revenue base. So how do small to mid-size charities survive without the substantial resources available to large-scale organizations? By providing practical advice on how to establish a major gifts program that can find and nurture top donors, this session shows you that you don’t have to be a big player to achieve ambitious fundraising targets. With an enthusiastic team, strategic focus and relentless commitment, any organization can learn to punch above its weight.

Five Good Ideas:

1. It’s about people not grants – Shift from writing grants to building relationships by recruiting the right team of senior volunteers. Get your CEO on side and find those champions who will transform your board or fundraising committee.
2. Build a focused prospect list – Know what your goals are and create a pyramid of prospective donors at different levels. Remember your sweet spot: a person who has demonstrated philanthropic interest in your sector, the capacity to give at the required level and connections to your community or work. Focus your limited resources on these individuals.
3. Know what you are asking for and make it easy to say yes – Before you meet your prospective donor, do extensive research and have a game plan. Prepare options for funding based on that individual’s capacity and interests, but be prepared to change course based on what you learn. Spend most of the time asking questions and listening. You are establishing a relationship, not making a quick sale.
4. Close the deal – At some point, you’ll have to look your prospective donor in the eyes and ask for money. This moment requires you to be authentic, specific and confident. Once you ask, stop talking and listen. Is the amount right? Do they need time to reflect on it? Do they want to get involved? Adjust if necessary, agree on next steps, and follow through.
5. Create a community for your donors – Always fulfill your promises to your donors, and show them how you have done that. Create opportunities to engage donors in your community in the way that is comfortable for them and that makes sense for your work. Your donors will then become your next generation of champions.

Five Good Resources:

1. Invest in relationship management databases. Some are even free. Read: A Few Good Tools: Low-Cost Constituent Databases, 2007 (TechSoup Canada)
2. Ensure you have reliable processes for receiving and receipting different types of donations: Read/View: Online Donation Service Providers, 2012 (TechSoup Canada)
3. Invest in strong research by staffing the role or finding a solid consultant/volunteer; and by accessing fundraising databases (e.g. BIG Online database by Metasoft Systems Inc.)
4. The Association of Fundraising Professionals, Greater Toronto Chapter hosts e-workshops and annual conferences for skill-building. Scholarships are available for smaller organizations.
5. The book Fundraising Realities Every Board Member Must Face: A 1-Hour Crash Course on Raising Major Gifts for Nonprofit Organizations by David Lansdowne provides a short and effective explanation of ‘big gifts’ fundraising, one that you can give your less experienced board directors.