Major Gift Fundraising: Reflections, Observations, and Predictions for 2023

While trying to decide what to write for my final post of the year, I looked back over some of my older posts for inspiration. I cherry-picked a collection of nuggets that I hope will be inspirational and motivational.

Everyone Should Have a BHAG, Including You!

I began the year with a post about creating a BHAG, a Big Hairy Audacious Goal and the importance of goal setting. As you reflect on the last twelve months, can you identify specific accomplishments?

Did you set a BHAG? Did you achieve your goal? If not, did you come close? Regardless, consider what lessons you learned along the way.

At year end, it’s important to take time to reflect on your accomplishments over the last twelve months, big and small. You’ll be amazed at what you accomplished.

If you did not set a big goal, why not? Goal setting is important in your personal and professional life. In other words, it’s not simply about setting a fundraising goal, but other work and personal goals as well.

National Data is Nice; Your Data is More Important

While there is a time and place for national data, I believe it’s more important to compare your own year-over-year fundraising data. Why stress about nationally declining donors and donations if you saw an increase at your organization?

I’m not suggesting being ignorant to national numbers, but it can unnecessarily stress you out or leave you overly confident. If those numbers aren’t reflected in your own numbers, they may not be indicative of what’s to come for your organization.

Pay attention to how your organization did this year as compared with how it did last year. Look beyond total raised and reflect on trends and data at your own organization.

Compete against yourself rather than the national numbers. Did you raise more money than ever before? If so, what worked? What didn’t work? What can you do to buck or get in line with national trends?

Fundraising Clichés Are Cliché for a Reason

One of my favorite posts from last year was about inspirational fundraising clichés.

• “Slow and steady wins the race” and applies perfectly to major gift fundraising. Any fundraising done well involves nurturing, persistence, and patience.
• The good news is that there usually is a “light at the end of the tunnel.”
• Unfortunately, “scared to death” also applies to many people when it comes to fundraising. Are you scared to speak with your donors? Do you hide behind a mountain of paperwork and behind a screen filled with emails?

The good news with that last cliché is that once you get into a positive fundraising cycle, the cliché “when it rains, it pours” also often applies.

Remind Donors How Much They’ve Given

I just received an email from an organization I’ve supported for more than 20 years asking me for a gift. Unfortunately, I really can’t remember if or what I’ve given. My assumption is that I’ve already made my gift for the year, but it’s also possible I haven’t. But like most donors, I’m more likely to assume I have and go about my merry way.

If the organization was able to segment by current donors, LYBUNTS (Last Year But Not This), they could tailor the messaging to me. If the email said something along the lines of:

You gave last year, but we haven’t received a gift from you yet this year.

Then I’d made a beeline to give.

Alternatively, if they thanked me for my generosity and made a strong case for another gift, I would probably do that too

The fact that they’re asking for a gift and (they and I) have no idea whether I’ve given or not, I default to the idea that I probably already gave (as I do most years). If only they’d have reminded me of how much I’ve given…

My Predictions for 2023

Here are three predictions for next year. I guarantee these are spot-on…

1. The economy will go up and down and the market will go up and down. There will be natural disasters. There will be widespread disease. New leaders will be elected. Others will be defeated.
2. Some nonprofit leaders will be spooked by the volatility and use it as an excuse for not reaching out to donors. “It’s not a good time,” they will say. They’ll wonder why they’re having so much trouble raising money.
3. Other nonprofit leaders will stand up and take risks. They will start capital campaigns. They will reach out to donors. They will make a strong case for support during challenging times. They will raise more money than they ever have.
    
   Both scenarios are true. Both things will happen over the coming year. Which one will be true for you and your nonprofit?

Best wishes to you in the New Year. I’ll continue to provide you with fundraising insights and guidance throughout 2023 — that’s another prediction you can count on!