By Alan Sharpe, CFRE
The main difference between direct mail fundraising and major gift fundraising is simple. Direct mail fundraising solicits small gifts from many people while major gift fundraising solicits large gifts from few people. One tactic solicits on paper, the other in person. Here are some tips to remember when you begin a major gift program.
Lesson #1: Some major donors are hidden in plain sight
How do you find a major donor in your database? First define what a major donor is. Let’s say a major donor is someone who makes a gift of $20,000 or more. Look for those people in your database by running a query on all gifts received that were $20,000 or greater. But remember to search for large monthly gifts, too. You may have a donor who gives $2,000 a month, and has done for years. That’s $24,000 a year, more than what a once-a-year major donor gives.
Lesson #2: Plenty of your most generous donors won’t be giving 15 years from now
Plenty of the major donors in your database are likely in their 70s or late 60s. In 15 years their large annual gifts will stop. You need to find donors today who will take their place in the years ahead.
Lesson #3: Donors cannot be relied upon to pick the best venue for a visit
Starbucks is not the best place to meet with a major donor for the first time. You can hardly find a table, the places are so busy. And a Red Lobster Restaurant is too noisy, especially if your donor is hard of hearing. You must meet your donors where they want to meet, of course. But next time you meet with a donor for the first time, suggest a less busy, quieter, alternative venue that has few distractions.
Lesson #4: A donor who says, “Sure I’ll meet you, phone me when you’re in town,” might not
Don’t fly 3,000 miles to visit a donor who agrees to a meeting but does not confirm a day and time, unless you have plenty of other visits lined up in the same region with other donors. When donors agree to meet with you but ask you to phone them “when in town” to arrange a time and place to meet, instead arrange a day and time for them to expect your phone call. Don’t run the risk that the donor will forget about their commitment to meet you.
Lesson #5: Keep detailed records, or else
You must keep detailed, current files on all donors and prospects. Some of your donors know more about your organization than you do, they’ve been with you for so long. But how much do you know about them? Do you know that Donor A chaired your capital campaign 23 years ago? Or that Donor B is the wife of your Treasurer (and goes by a different last name)? Keep detailed and current notes of all your donors and all your visits and all correspondence with them and you will raise more money and fewer eyebrows.
You might be interested in…
| Seminar-on-Demand 001 Uncovering Local Millionaires. Presenter: Alan Sharpe. Learn how to recognize, find and approach undiscovered millionaires in your city. Three sessions. Over four hours of audio recording, 139 pages of full-color handouts and an 89-page electronic transcript. |
 Over 130 Sample Fundraising Letters.International, national and local charities share examples of their direct mail fundraising expertise. |
 Handbook Number 21Sample Donation Thank-You Letters. Learn how to say “thanks” in ways that win the long-term friendship and loyalty of your donors. |
