Top 10 Reasons You WON’T Raise Major Gifts in 2022

After teaching fundraising for more than a decade, I have a pretty good idea of who will raise major gifts and who won’t. There are familiar patterns I’ve learned to recognize — markers of success, and markers of failure.

Some of these patterns are obvious; others, not so much.

I’ve done a number of posts over the years on what it takes to raise major gifts. But occasionally it helps to frame things in the negative — reasons why you WON’T or CAN’T raise major gifts. Framing it that way can be eye-opening.

10 Reasons You WON’T Raise Major Gifts this Year

With that in mind, here are the top 10 reasons you WON’T raise major gifts this year. (Of course, I hope you prove me wrong!)

1. You don’t ask.

The number one reason you won’t raise major gifts is if you don’t ask for major gifts. This may sound basic, but it’s so true.

Most development directors don’t ask for major gifts for one reason or another. The list of excuses is endless, and I’ve heard them all:

• afraid to ask
• too busy
• don’t have good prospects
• board members won’t help

The list goes on and on.

Guess what? None of these are good or acceptable reasons not to ask for major gifts. If you want to raise major gifts, you’re going to have to push past these issues and actually ask. Only then can you discover what’s really holding you back.

2. You ask your board as a group.

If you expect board members to give generously, you’re going to need to ask them in a one-on-one, personal way.

Don’t make an announcement at a board meeting, hand out pledge cards, and expect generous gifts from board members. Treat them like the VIP donors they are. Each board member must be solicited individually based on what they could do for the organization.

3. You don’t request a specific amount.

You won’t raise major gifts if you are vague about how much your project costs or what you need. You tell the donor all about the good work you’re doing and the impact you are making. You ask them to support your project. They happily agree. They give you a paltry $100.

The lesson here? Always ask for a specific amount — and here’s how to determine the right ask amount.

4. The donor doesn’t feel passionate about your cause.

Like trying to fit a square peg in a round hole, sometimes there’s simply not a good fit. If the person you’re soliciting doesn’t feel strongly about your mission, you’re barking up the wrong tree. Learn to recognize this and move on.

5. The impact doesn’t match the dollar value.

It’s expensive to change the world — to find a cure, to house the homeless, to clean the environment. But if your ask seems disconnected from the outcome, the donor is unlikely to give.

6. Your donor doesn’t feel appreciated by your organization.

You may have sent your donor a tax receipt, but did that make them feel thanked? Did you express gratitude in more than one way since their last gift? Do they feel like a partner in your work?

If the answer to any of these questions is “no,” take a moment to say thank you before asking for another gift. Do something personal, genuine, and authentic. It can be as simple as an email letting the donor know why their gift made a real difference. If the email could be exactly the same for every/any donor, it’s not personal.

7. Your donor doesn’t know how their last gift was used.

Along the same lines as #6, your donor should understand how their last gift was used. In other words, did their donation make a difference? If they aren’t sure, why would they give again?

8. You want to wait until it’s safe to meet in person.

The last two years have proven that you can raise major gifts over Zoom and by phone. Don’t wait to ask simply because you can’t be side by side.

9. Lack of transparency.

Scandals or near-scandals surround your organization. There’s infighting among board members. You don’t disclose how donations are used. There’s secrecy and a lack of trust.

If any of this is the case, it will be hard to raise major gifts at your organization.

10. You don’t ask.

I know, this was #1. But it bears repeating — over and over. It really is that important. You must ask before you get.

But asking for major gifts isn’t easy. It comes more naturally to some people than to others. Yet, I’ve seen even the most apprehensive fundraisers learn to become incredibly effective askers with the right training.

More than any other reason, that’s why I developed Mastering Major Gifts. MMG provides ongoing major gift support from myself as well as your peers, empowering you to overcome all of the obstacles on this list.

Final Thoughts

Hopefully, none of the things on this top 10 list apply to you or your organization, and you WILL raise major gifts in 2022. I know you can do it, but it often takes extra support to get there. And I’m happy to provide that support — through MMG and the regular posts I provide on this site.

So, what will you do differently to make sure you raise gifts in 2022?

Make a public commitment in the comments below. Then stick with it!