While I would never recommend rushing a major gift ask, I’m guessing there are several asks you could make in the next few weeks.
If you really want to boost your year-end revenue, as well as establish your prowess as a major gift superstar, make a commitment to solicit at least ten major gifts before year-end. I know you can do it!
1. Review Your Donor Lists
Start with a review of your donor lists. Run a list of donors who:
- Gave more than $1,000 last year, but not this year
- Gave $1,000 or more in the first half of this year, but not in the last six months
- Gives a monthly gift of $50 or more
- Is a board member who hasn’t made a gift yet
- Is a board member who made a small gift
You’re looking for a list of approximately 50 donors in total. If you have too few, lower the amount and run the lists again. If you have too many showing up in any category, raise the amount and rerun the lists.
Once you have a good list, prioritize them based on what you know about them:
- How close are they to your organization (Have you met before? Do they volunteer? Do they come to your events?)
- Do they give generously to other organizations?
- Do they know others on your leadership team?
2. Review Your Case for Support
You’re going to need something better than, “we need more money.” Or, “we’re falling short of our goal.”
So, sit down with the other leaders on your team and come up with a strong case for support.
- Why should these donors give you a bigger gift this year?
- Why should they give now?
- And why to your organization specifically?
The case can be for your unrestricted operating fund. In other words, it doesn’t have to be tangible, but it does have to be compelling and inspiring.
3. Motivate Top Donors with Matching Gifts
Do your best to identify a donor to match these gifts. Matching gifts can be a powerful motivator.
Ask two or three loyal donors if they would consider matching new money up to $XXX that comes in by the end of the year. Then, let donors know that you are reaching out to a select few (10 donors) to help you achieve this matching gift. Let them know you hope they might be one of those donors.
4. Schedule the Ask Meetings, and Be Personal
Sit down and craft an email to each person on your list, asking for a meeting. Each email should contain something specific about the person you are writing to, so they know it’s just for them. Your messages should not be generic, but as personal as possible.
Request a meeting of 20 minutes. Don’t be vague. Go ahead and mention that you would like to discuss the needs of the organization and ways they might help. Meetings can be in person or via Zoom.
First follow-up. In a day or two, follow up your email request with a voice mail message, letting them know you sent an email asking for a meeting.
Final follow-ups. Follow up by email two more times. The third time should include a subject line, “Are you okay?” The email should say you’ve tried to reach out by haven’t heard and now you’re getting concerned.
If you cannot get a meeting after following up three times over three weeks (and you know they are okay), make a specific ask by email with a link to your donation page.
5. Prepare with a Proper Ask Meeting Agenda
Put together a proper ask meeting agenda. Here’s (approximately) how your meetings should go:
- Thank you’s for past gifts. Briefly share impact and what you’ve accomplished this year.
- Ask why they gave in the first place. Learn what motivates them to keep giving. Listen well and ask follow up questions.
- Let them know about current needs (case for support) and ask for a specific gift (specific amount at least two times more than last year or past giving).
You’ve Got 6 Weeks — Get to It!
You’ve got six weeks until year end. Set a goal and go for it.
Depending on your list and your donor base, you might be able to raise an additional $10K, $50K or even an additional $100K or more.
Let me know how it goes in the comments below.
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