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SERVICES > Major Gifts
Objective: All nonprofits need to capture an increasing share of significant
gifts from their constituents. Trends in both fundraising and the economy
continue to place a greater emphasis on major gifts from fewer individuals.
Capturing the attention of those individuals and organizations who can make
a significant financial difference demands well-conceived strategies, a
compelling case for support, the "best" individuals involved in an "ask," and
a recognition and communication program to sustain these gifts in the future.
Elements of the Service
- Establish specific financial goals, project(s) to be funded, and timeframes
for completion
- Identify a prioritized list of prospective donors with consideration of
ability and inclination to give, along with good accessibility from the
organization
- Recruit and orient key leaders to assist at all levels of the fundraising
process, including the ability of individuals to connect, cultivate, or close
a gift with a donor
- Develop "naming" and recognition opportunities to create a range of
giving levels, and present options for designation of a gift depending on
donors' interests
- Develop materials for prospective donors what would specify the
projects, need, impact of the gift, and recognition
- Implement a moves management tracking system that follows the
progress of a prospective donor, and outlines next steps
- Provide benchmarks and evaluation tools to track overall progress of the
program
Expected Outcome
Short term result is raised expectations by the organization and donors on the
significant impact of large gifts. The long term result of a well-organized,
comprehensive major gifts effort is the broader view of philanthropy which
matches an organization's needs with the donors' interests. There will be
increased understanding that large gifts are generated when donors are
allowed to participate in both the vision and funding of a particular need. For
sizeable fundraising efforts, major gifts will be well over half of total dollars
raised.
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