5 Steps to Build a Major Gifts Program from the Ground Up

Major gifts are the holy grail of fundraising. These are the gifts that can fund important programs, solidify your financial base and even catapult your organization to new heights.

The return on your investment of time and energy is much higher in major gifts than special events and mailings.

Then why don’t all organizations press forward with a major gifts program? It’s because the time and effort to develop a major gifts effort is more than many organizations can spare.

Our Triangle AFP meeting last week focused on major gifts. We were fortunate to have Martin Novom CFRE of Skystone Ryan share his ideas as our terrific speaker.

Here’s a great step-by-step guide to create and implement a successful major gifts program for your organization based on Martin’s presentation, with some ideas of my own added in.  He also credits Laura Fredricks’ excellent resource “Developing Major Gifts: Turning Small Donors into Big Contributors.” (You may know that Laura is also author of “The Ask” which is always on the top of my list!

Step One: Develop a Major Gifts Team

Major gifts is a team sport, not a solo sport. If you are trying to do this all by yourself, you’re making it much harder than it needs to be.

A team helps expand your contacts and bring in new information to the process.

•    Enlist your CEO and your board leaders
•    Show them the upside and potential
•    Create clear jobs: identifying, strategizing, opening doors, hosting cultivation events, soliciting
•    Set clear goals
•    Meet with them often to maintain momentum

Step Two: Create and Maintain a Pool of Major Gift Prospects

Your prospect list is your fundamental tool for your major gifts program.

Choose a smaller number of potential donors and work them thoroughly. Rate them on their affinity for your cause and their financial capability.

•    Start with the donors you have
•    Organize what you know
•    Highlight what you don’t know
•    Create group opportunities for you to learn more about them
•    Create a gift tracking system to aid you
•    Prioritize them

Step Three: Work With Major Donor Prospects One at a Time

Don’t rush the relationship, you are exploring and getting to know your prospects.

Make them close friends of the organization through frequent contact. Spend the face time needed to develop your relationship.

•    Create an individualized plan for each person
•    Create trust
•    Do what you say you’ll do
•    Listen deeply
•    Develop each relationship with the long term in mind
•    Track and measure each step

Step Four: Craft the Approach and the Presentation

Don’t rush to the ask – only ask when the donor is ready. If you spend the time here, then the ask will take care of itself. How does your opportunity match the donor’s vision?

•    Get ready carefully
•    Create a clear, concise, compelling case
•    Be able to SELL your case
•    Match donor interest with the opportunity
•    Know when your donor is ready
•    Organize your call and rehearse

Step Five: Make the Ask

Let it take care of itself by doing a super job with the approach and presentation. It is just a continuation of the process, and your donor will say to you “how can I help you?”

•    Be passionate and enthusiastic
•    Listen deeply!
•    Don’t low ball your donor – ask for the stretch gift if they are ready
•    Know exactly what you are asking for
•    Explain why the donor should give to your cause
•    Explain why the donor should give now
•    Follow up! An ask is not an ask without followup!

What are your biggest challenges organizing a successful major gifts program? Share them with a comment below.