Are you committed to raising major gifts this year? Have you been keeping up with the Major Gifts Challenge so far? Or are you just getting started?
Either way, this post serves one purpose…
To make sure you DON’T GIVE UP!
You’re Almost There
You really want to raise some major gifts for your organization this year. That means you’re going to need to ask. The next few posts will be all about the art and science of asking for a major gift.
But before you move forward, take a moment to reflect on where you are right this second:
- Do you feel like you’ve made some progress toward an ask?
- Are you ahead of where you were last year with regard to major gifts?
- Do you feel confident that you’ll be able to ask for major gifts this year?
An “Un-Post” to Reflect and Catch Your Breath
This is an un-post in the Major Gifts Challenge — I want to give you a chance to catch up if you’re falling behind (or just getting started). Even more important, you should take this time to ask me any questions about the process so far.
We’re almost halfway through the year. It’s nearly time to start asking for major gifts.
In my next post we’re going to cover “the ask”. It’s almost time to schedule your ask meetings with your lead prospects. Are you feeling ready?
Have you identified and cultivated a key group of prospective donors?
Have you scheduled your pre-ask meetings?
In Preparation for The Ask
What else do you feel like you need to know before you ask for a gift?
What (if anything) has been preventing you from keeping up with the Major Gifts Challenge? Is it fear of failure? Fear of rejection? Lack of time? What are your stumbling blocks?
If you’ve been procrastinating, losing focus, or if you’re feeling overwhelmed, take some time to review the action items in the previous posts. Which ones gave you pause? What have you had the most trouble completing? Again, where (specifically) have you stumbled?
Action Item of the Week — 2 hours or less
Your action item is simple: Ask yourself the questions laid out above and share your stumbling blocks and any lingering questions in the comments (or contact me privately through my contact form if you wish to stay anonymous).
Remember, this is FREE consulting advice. Please ask me your questions and tell me about your challenges. If you don’t, then I can’t help. The only stupid questions are the ones you fail to ask.
Fall is the most popular time to ask for Major Gifts, so if you are behind in any area, now is the perfect time to get clear and catch up.
Don’t be afraid. Don’t be shy. I’ve got your back. Leave your comment below.
This post is part of Amy’s Major Gifts Challenge. Read the entire series to learn how to solicit major gifts by spending just a few hours each month.
I’m actually not doing bad. I’m still in the VERY early phases of cultivation. Most of our major donors have never been cultivated at all. I don’t feel like I’m in a position yet to start working on pre-ask meetings. One thank you note or phone call doesn’t quite seem sufficient to position me for a major ask. I understand that it normally takes 12-18 months to position a donor to be ready for a major ask – do you subscribe to that?
Hi Amanda. Thanks for sharing! There is no “normal” in major gifts fundraising, so get the idea of 12 – 18 months out of your head. Some donors will be ready much faster and others will take longer. I would encourage you to NOT let time get in the way of your asking. And, this is not for a capital campaign – it’s for your annual fund, so you’ll want to ask within 12 months. It’s easy to think that there should be more time, but if you have a prospective donors who’s enthusiastic and wants to help – ask sooner rather than later. I hope this helps. Finally, don’t let year end (December 31st) go by without asking for some Major Gifts.
One question I’m having is what’s the applicable heuristic for deciding how soon to re-ask past donors. Our capital campaign starts in a few weeks, and we’ve raised 20% of the goal. Major donors are going to be a crucial part of it, and we’ve set that level at 10k. Some people have already donated at lower levels, before I’ve had a chance to set up a personal ask. What do I need to take into account before setting up an ask for someone who has already donated (in the last 6-12 months, and at a lower than I’m hoping for level)?
Thanks,
Kakumyo
Hi Kakumyo,
Thanks for your question. It’s always complicated – deciding when to re-ask. Rule of thumb is that you’ve thanked them multiple times and in multiple ways (ED sent a thank you note, board member called them, DOD met with them in person – just some examples) AND told them how their gift was used, BEFORE asking for another gift. If you’ve done all this (generally takes a few months) then timing isn’t quite as important. When asking for the 2nd gift in a year, be sure to thank them again for their first gift and explain why you’re coming back to them again (case for support).
I hope this helps.
Amy,
My enemy is time. Twenty people is hard to cultivate with all their is to do as an ED. About half of my prospects were board members, who I asked as a group then followed up with individual solicitations. All have given so far, to both the annual fund and an endowment. I am very proud of my board. Now is the time to start the one-on-ones again, of which part of the conversation will be ongoing giving. And for those board members going off, continued and planned gift giving. I don’t know how successful I’ll be, but if I don’t ask. I don’t get.
The other half of my prospect pool – I called all of them. Some didn’t return my calls, even though I made follow up calls. I am assuming these givers really don’t want to be bothered.
The others I had phone conversations with. They were very open about what they thought about CONTACT and why they gave. It was a wonderful experience. A couple of them I am asking by the end of the month. A couple need more cultivating,
It is really hard to fin time to do all the cultivating that needs to be done. I’m thinking maybe I should have started with a smaller pool.
Hi Joanne,
Thanks for sharing your experiences! 20 is the perfect number, because as you said, some didn’t return your calls and others are board members. If you started with a smaller list and that had happened, then you wouldn’t have anyone left on your list.
If the number of people still seems overwhelming, start with your top 3 and move from there…. meaning start with 3, and once you’ve asked them, move onto the next 3.
Don’t completely give up on the ones you called who didn’t call back. Don’t call them again, but send them a note or an email in a few months. Invite them to programs and events.
Sounds like you’re on the right track! Keep it up!
I didn’t think of it that way. I was thinking I’d have to end up with 20 outright asks at pretty much the same time. But you’re right – looked at with the normal attrition rate (for lack of a better term) 20 is exactly the right number to start with.