Two months into the new year, two years into the Pandemic, twenty-two years into the century, and let me guess — you’re still not raising major gifts the way you’d hoped. Something’s got to give.
Something’s got to change.
No more excuses. There’s no time to waste. THIS will be the year you raise major gifts.
First, Face Facts… Then Get Moving
You know that the only way to truly grow your annual fund is to increase individual, major gifts at your organization.
Face it, you’ve tried fundraising events and grant writing, and nothing seems to work. You’re stuck on the hamster wheel of fundraising, and you want off!
The only way out of this rut and off the wheel is to do something different. Ask yourself:
How many individuals did I solicit last year in a personal, one-on-one way (virtually or in-person)?
For these asks to count, you need to have asked for a specific dollar amount.
If you’re like most Development Directors, you could count the number of requests you made on one hand. In other words, you already know why you’re not raising more money.
Raise Major Gifts in 6 Steps — You Got This!
If you truly want to raise more money this year, there are six simple (but not necessarily easy) steps that will definitely yield incredible fundraising results — as long as you’re consistent! So read them, then DO THEM! You’ve got this!
Step 1: Get specific about your needs.
It’s important to articulate the specific financial needs of your organization. If this seems challenging at your nonprofit for whatever reason, arrange a time to sit down with your leadership team and work together to figure it out.
Remember — the more specific you can be about WHAT you need and WHY you need it with donors, the better.
Step 2: Set a dollar goal.
How much do your immediate, specific needs (from step 1) cost?
Add them up to a total major gift goal. Break them down into individual gift sizes. For example, if the total cost of your needs is $100K, you can break it down into 10 gifts of $10K each.
Step 3: Develop the Case for Support.
For your case, you’ll want to keep it simple. Write it up in a document using headings and lots of white space. In no more than two pages, answer these four questions:
- Why should donors care about the needs of your organization?
- What difference do you make in the community?
- Why are you best positioned to meet the need?
- What are the specific needs and how much do they cost?
Notice that number 4 in the list above comes directly from steps 1 and 2. So having done those steps, writing that part should be a breeze.
Step 4: Create a Gift Range Chart.
Draft a table of gifts (a Gift Range Chart, like those used in capital campaigns) where you show how many gifts you need at each level to get to your goal. For example, if you want to raise $100K in major gifts, you will need:
- 1 gift at $20K
- 4 gifts at $10K
- 6 gifts at $5K
- 10 gifts at $1K
That’s $100K raised from 21 donors — your largest and most loyal donors. Notice how it’s shaped like a pyramid, with the bulk of the money coming from just a handful of donors.
Step 5: Identify qualified donors you will ask for gifts.
If you expect to raise 21 gifts, you should begin with a list of at least 50 people. They should be A-B-C-qualified:
You should have a minimum of two — and ideally three — potential donors for each gift you need. These should be people who are already familiar with your organization and are supportive of your cause.
TIP — You should know why your best donors care about the mission of your organization. Once you know the answer to that question, you are ready to ask them for a gift.
Step 6: Ask your donors.
Now that you’ve gotten specific about the needs, set a dollar goal, developed your case, and identified A-B-C-qualified donors, it’s time to ask. Schedule appointments with your biggest potential donors first. Ask them if they would be open to learning about some of your greatest needs and the ways they could help support those needs.
Challenge Yourself — Raise $100K in Just 8 Weeks!
Want to raise a huge burst of funding for your cause? You absolutely can. I’ve seen the magic happen with many others who had their doubts. It just takes a healthy dose of guidance and encouragement.
Over at the Capital Campaign Toolkit, I’ve worked with my partner and long-time campaign veteran Andrea Kihlstedt to create a Mini-Campaign Boot Camp. Participants in this program will raise $100K (or more) in just 8 weeks. It’s an intense fundraising effort, but you’re not alone. Our team guides you through every step.
We run the Mini-Campaign Boot Camp just a few times each year. The program is limited to 8 participants so we can give each person the care and support they need to be successful. If you’re at all interested, don’t wait — learn more here.
YES, You CAN Do This — Just START
I’ve seen hundreds, even thousands, of fundraisers learn to raise major gifts over the years. No… it’s not easy. But each step is not particularly difficult. Take it one step at a time, and start this week. Don’t procrastinate — just start! Getting started is always the most difficult part of any big project.
Raising major gifts well always takes a degree of dedication and persistence. And these six steps are — hands down — the best way to raise significantly more money for your organization. COVID hasn’t changed these steps. If anything, it’s made the process that much more important for every nonprofit.
So, are you in? Can you get focused and really commit yourself?
I KNOW YOU CAN DO IT! Give these six steps your best effort. If you get stuck, reach out — you’re not alone.
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