By Priscilla Guajardo Cortez, J.D., M.Ed.
Imagine this scenario: Fundraiser asks donor to make a major gift. The donor agrees and makes a significant donation. The organization and donor live happily ever after.
Does this really happen? Sure it does, but we know there is also more to the story.
Like me, you have likely read news headlines about a donor making a major gift to an organization and wondered how it happened. Who asked for the gift? Where was the ask made? How long did it take to get to the ask?
But to “non-fundraisers” reading such headlines, it is often unclear just how much went into achieving that outcome.
Fundraisers know that a major gift doesn’t happen overnight. Asking a donor to give, especially a major or transformational gift, takes time, patience, and strategic and deliberate cultivation and stewardship.
Once you have identified someone as a major gift prospect, it all begins with understanding their needs and gaining as much insight as possible into their interests, experiences, and motivations. I believe this is the single most important step in the fundraising process and if done right, can create a solid foundation for a lasting relationship between your organization and the donor.
Note, this could take some time and being patient here will pay off. Just let the donor lead the way. Also, the donor will make gifts to your organization during this period– likely their annual gift – but don’t be tempted to forgo this crucial step in setting up for a major gift ask.
With a strong understanding of your donor, now it is time to help the donor gain greater knowledge of your organization’s vision and plans. If this is someone you have identified as a major gift prospect, then they have likely been giving to you for a specific purpose or program. Stewardship is important here and you will need to demonstrate the impact of the donor’s past giving as well as the critical role they can continue to play in advancing the organization’s mission moving forward.
It is also an opportunity to learn their concerns about your organization which can help you overcome any objections later when making a major gift ask.
Now all that’s left is developing a plan with opportunities to bring the donor closer to your organization whether through volunteer opportunities, events, strategic planning, etc. The plan should include what the activity will be, who will be involved, and ultimately a target date for the major gift ask.
So, fundraisers can (and should) ask for major gifts and yes, a donor can make a major gift as a result, but it takes a little more effort than the headlines would have you believe.