Surveys show that nonprofit organizations that are successful at fundraising fully embrace the value of philanthropy. They include it as part of their organizational culture. They understand it to mean more than simply “raising money.” They consider their volunteers to be part of the mechanism needed to fundraise, and they also view their employees in a similar manner.
It’s very common to find that more than 75% of all funds raised in a Capital Campaign come from Major Gifts – contributions of $25,000 and above. Reviewing the answers to the four questions posed below will help you understand why a steadfast focus on Major Gifts is not only "the hallmark" of a successful Capital Campaign but also a strategy that yields rich dividends far beyond the life of a campaign.
What should you do when someone gives you $250,000? Well, that depends upon who it is, how much was asked of them and why they gave it to you! The answer to this question varies with the circumstances surrounding this gift. Obviously, no matter what the circumstances, you want to thank this person profusely and to let them feel your genuine gratitude. There are many instances, however, where the best, most sophisticated solicitor—the one who always gets the larger gifts—is going to do much more. They are going to ask them to double that amount.
Learning new information about your prospective major donors is an important part of the cultivation process. You want to learn all that you can to assess how close a fit their interests might be with the mission of your organization. At the same time you should be teaching them about all the good things that are going on with those whom you serve. It’s known as transitive communication: at the end of the day, you and your prospect are in a different place because of your interaction - it’s the result of a “morph” that will be described later.
Topics: Campaign Feasibility and Planning Studies, Capital Campaigns, Communications and Networking, donor communications, donor prospects, donor relationships, Fundraising Principles, General Articles, Major Gifts, Professional Skill Building
The old adage “going for the gold” is particularly appropriate now, as the world gears up for the next Summer Olympics. Athletes in most of the world’s countries are training for their opportunity to show that, for at least one day, they are the best. For many of them, it will be their only Olympiad; their only chance to prove their mettle. That fact creates a tremendous amount of pressure, as they must execute their best performance at just the right moment in order to stand on top of the dais and receive the gold medal.