As we approach the peak of end of year fundraising I encourage you to take a short break to call your major gift donors and congratulate them on how they are making an impact. If you are doing a double take its true, I did not say call them to say thank you! I said call and congratulate your donors on how they are making an impact. Your donors made a difference, let them know!
Your donors are the hero of your story. Tell them how their giving has made an impact. If you haven’t already, it’s not too late! Schedule a power hour of calls on your calendar and start dialing. You will likely get voice mails but be surprised how quickly it takes and what a meaningful impact it can have on end of year giving and donor retention.
As fundraisers it’s easy to feel overwhelmed. We never have enough time to tackle everything on our task list (and I just heaped yet another thing to it). The fundraising options around us are positively dizzying. In the midst of juggling everything we’re doing to raise money I invite you to take a moment to get clarity around what inspires donors to give.
First and foremost to secure any major gift you have to understand your donor’s interests. You must know what they are passionate about. Giving is about the giver, not about the organization or the cause. The organization is the conduit through which donors live their interests and aspirations. You should know your major donors passions and interests – if you don’t ask them! Call them and let them know you want to get better acquainted with them as a part of serving their needs and letting them know how they are making an impact. This is a critical step in portfolio assessment that allows you to determine how to best focus your energy on donors who want to have a deeper relationship with you and maximize your major gift giving.
Let’s assume you’ve taken that step and know what they care about. Donors want to feel like their gift can make a difference. Describing a litany of needs on behalf of your organization or the unquenchable challenges of population you serve can make a donor can feel overwhelmed. They can feel like their gift won’t matter and worse, like the problem may not be solvable. Give them a bold creative clear cut solution to an issue they cared about and detail the positive outcomes of the change they will bring about. It’s easier to wrap your hands around a dream with a clear solution. A laundry list of needs and feel defeating and overwhelming quickly.
Did you notice I said the change they will bring about? Major gifts and planned gifts are about making your dream their dream. It is not about you or your needs. It’s about them – your job is to help them do good.
To recap, we know our donors interests, we’ve congratulated them on the impact they made, and we packaged the perfect ask. We have one more chance to make ours donors feel like heroes. Instead of presenting an ask, present it as an offer or opportunity. Give the donor an opportunity to do something incredible. We’re all are asked to do things all day but to be given an offer or be presented with an opportunity feels special. At the end of the day we want our donors to feel remarkable. We want them to feel like the heroes they are. In the words of the American Philosopher and Psychologist William James, “the deepest principle in human nature is the craving to be appreciated.”