How to Build a Major Gift Program
Scaling Major Gifts. Strategies, action steps, and ideas for scaling major gifts by Tammy Zonker, Major Gift Expert & Keynote Speaker.
Have you ever wondered how some nonprofits seem to achieve their most ambitious goals with ease while others struggle to stay afloat? What’s their secret? In many cases, it’s a well-executed major gift program. Major gifts are the cornerstone of sustainable fundraising, yet starting a program can feel overwhelming, especially if your organization has never ventured into this territory before.
But here’s the good news: you don’t have to do it alone. I’ll walk you through the essential steps to launch a successful major gift program that can elevate your nonprofit from surviving to thriving. By the end of this edition of Scaling Major Gifts, you’ll not only feel inspired but equipped with actionable strategies to get started today.
Imagine you're standing at the base of a mountain. The peak represents your organization's most ambitious goals - the programs you dream of implementing, the lives you long to change. Now, picture a sturdy rope bridge stretching from where you stand all the way to that summit. That bridge? It's your major gift program. It's the pathway that can elevate your nonprofit from merely surviving to truly thriving.
But here's the catch - you need to build that bridge yourself. And that's exactly what we're going to learn today.
Defining Your Mountain: What Constitutes a Major Gift?
Before we start construction on our metaphorical bridge, we need to define what "major" means for your organization. It's not a one-size-fits-all scenario.
For some nonprofits, a major gift might be $1,000, while for others, it could be $100,000 or more. The key is to establish a threshold that's both ambitious and realistic for your donor base.
Consider factors like your organization's size, budget, and fundraising history. A good rule of thumb is to look at your current donor pool and identify the top 10-20% of gifts. The lower end of this range could be your major gift threshold.
Remember, this isn't set in stone. As your organization grows, so too can your definition of a major gift. The important thing is to start somewhere.
Scouting the Terrain: Identifying and Prioritizing Donors
Now that we've defined our destination, it's time to scout the terrain. Who are the potential major donors that can help us build this bridge?
Start by mining your existing donor database. Look for donors who have:
Consistently given over time
Increased their giving year over year
Engaged deeply with your organization beyond just writing checks
These are your low-hanging fruit - the donors who already believe in your mission and have demonstrated their commitment.
But don't stop there. Conduct prospect research to uncover new potential donors with both the capacity and the affinity to support your cause. Look for individuals with a history of philanthropic giving, especially to causes similar to yours.
Once you've identified your prospects, it's time to prioritize. Create a matrix based on two factors: likelihood to give and potential gift size. Those who score high on both should be at the top of your list.
Building the Foundation: Cultivation Strategies
Now we're ready to start building our bridge, and it all starts with a solid foundation. In the world of major gifts, that foundation is relationship-building.
Develop personalized cultivation plans for each major gift prospect. This isn't about treating donors like ATMs - it's about fostering genuine connections.
Early in my fundraising career, I was tasked with cultivating a potential major donor for a youth education program. Instead of immediately asking for money, I invited her to visit one of our after-school centers. Seeing the impact firsthand, hearing directly from the kids we served - that experience resonated with her far more than any glossy brochure ever could. Two months later, she made a six-figure gift that transformed our program.
The lesson? Engage your prospects through tailored communications, events, and opportunities to see the impact of their potential support. Show them not just what you do, but why it matters.
Crossing the Chasm: Making the Ask
We've laid the groundwork, built trust, and now it's time for the moment of truth - making the ask. This is where many fundraisers falter, but with the right preparation, it can be an exciting and rewarding experience.
Train your team on the art of solicitation. Emphasize the importance of timing, preparation, and donor-centric communication. Remember, you're not begging for money - you're offering an opportunity to make a significant impact.
Create customized proposals that align with each donor's interests and demonstrate the impact of their potential gift. Use clear, compelling language that paints a vivid picture of what their support can achieve.
Here's an activity for you: Take a moment to write down your "elevator pitch" for your organization's most pressing need. How would you articulate it in 30 seconds to a potential major donor? Practice this regularly, and you'll find yourself more confident when the time comes to make a real ask.
Maintaining the Bridge: Stewardship and Relationship Maintenance
Congratulations! You've secured your first major gift. But our work isn't done - in fact, it's just beginning. Now we need to maintain our bridge through effective stewardship.
Implement a stewardship plan that recognizes and thanks major donors in meaningful ways. This goes beyond a simple thank-you note (though that's important too!). Consider personalized impact reports, exclusive behind-the-scenes tours, or opportunities to meet with program beneficiaries.
Maintain regular communication and provide updates on the impact of their gifts. Remember, major donors aren't just funders - they're partners in your mission. Treat them as such.
Measuring Success: Tracking and Evaluation
As we near the end of our journey, it's crucial to establish systems for tracking and evaluating our major gift program. This isn't just about counting dollars - it's about understanding what's working, what isn't, and how we can improve.
Establish a system for tracking major gift activities, from initial identification to post-gift stewardship. This could be as simple as a spreadsheet or as complex as a dedicated CRM system.
Regularly evaluate the success of your major gift program against set goals. Are you meeting your financial targets? How many new major donors have you acquired? What's your retention rate for existing major donors.
Use this data to adjust your strategies as needed. Remember, building a major gift program is an iterative process. What works for one organization or donor may not work for another.
Your Bridge to Transformational Impact
As we wrap up today's episode, let's recap the key steps to starting a major gift program:
Define what constitutes a major gift for your organization
Identify and prioritize potential major donors
Develop personalized cultivation strategies
Master the art of making the ask
Implement robust stewardship practices
Continuously track and evaluate your program's success
Remember, starting a major gift program isn't just about raising more money - it's about building a bridge to transformational impact. It's about creating partnerships with donors who share your vision and want to make a significant difference.
As you embark on this journey, there will be challenges. You might face rejection, encounter skepticism, or struggle to get buy-in from your board. But remember why you're doing this. Every major gift you secure is a step closer to achieving your organization's mission, to changing more lives, to making a bigger impact on the world.
Now it’s your turn! What step will you take today toward launching or strengthening your major gift program? Whether it's defining your major gift threshold, identifying your top prospects, or crafting your cultivation strategy - take that first step.
Let's connect on Linkedin and share your thoughts with me—I’d love to hear from you! And if this edition resonates with you, please share it with others who might benefit from these insights.
Keep transforming,
Tammy Zonker
Major Gift Expert & Keynote Speaker
Fundraising Transformed
ps – If you're thinking about a capital campaign, let's explore your vision together. Schedule a complimentary strategy session with me to discuss your campaign goals and how we can help bring them to fruition.
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