A previous ministry client had begun its development program and decided to focus on major donors.  This was successful as the Executive Director is very good with relationships.  The ministry got off to a good start. But in year two, I received a call from the ED in August stating, “We are out of cash, we have plenty of commitments, but no cash right now. What do we do?”  They had put all of their efforts into their major donors and they were not giving during the summer months.

Why be comprehensive?

1.  Give as you have been blessed

 The concept of being comprehensive in your approach to development is more than just raising more money from more people.  It has to do with the very fundamental reasons for raising money from your donors.

 Deuteronomy 16:17 states: Each of you should give in proportion to the way the Lord your God has blessed you. (NIV)   I take this to mean that we have all been blessed in differing amounts.  So our giving should reflect what WE have been given.  And therefore, not every giving strategy will fit every steward.  It should be the goal of every development department to provide a strategy to reach each type of relationship.

       2.  Relationships are different/unique

 As people are different, so are their reasons and motivations for giving.  Some want to meet the executive director.  Some will ask many questions.  We find that these are many times major donors.

 Another group wants to give the same amount every month.  They are disciplined in their personal lives and budget their giving.  They require a system for giving that meets their style.

 Then there are those that give randomly or impulsively. They might truly enjoy direct mail appeals, or special events. And they can give throughout the year depending on the communication strategy.

       3.  Avoid putting all your eggs in one basket

 The proverbial “do not put all of your eggs in one basket” applies here. Just as the organization that relies on one foundation grant each year can be in trouble if they reduce or eliminate that grant, so too the organization that relies on one special event each year can run the risk of the attendance being down or less giving.

 What does a comprehensive approach look like? 

        1. Based on relationships

Strategies should be created because donors want them.  How do major donors wish to communicate with your ministry?  Face to face, phone, personal letters? 

Do you have a monthly partner program for those disciplined donors who want a systematic approach to their giving?  Do you offer EFT to them?

And what about those occasional donors?  If you only mail to them once or twice a year, do you expect them to respond to your calendar?  Maybe providing more opportunities for them to give will bring greater response. 

        2.  Strategies integrate

 These strategies must then work together. A donor may start as a monthly donor and then decide to invest in a major donor project. You must create ways to get to know your donors so as to offer them opportunities to give in other or greater ways. 

         3.  Respond to the steward

 Keep in mind that each donor is trying to be a good steward. They should be seeking to please God with their giving of time, talent, and treasure. Your ministry is important to them and they want their “investment” to bear much fruit.

 Concluding Remarks

 The “one size does not fit all” is always true when it comes to people. So to should our development programs not try to make different donors “fit” into our strategies. Creating a comprehensive development ministry takes time. But if you listen to your donors and respond to them, they will lead you in how they want to give. Then you will find yourself becoming comprehensive in your mindset and the various strategies that connect donors to your ministry will be a part of your overall development efforts.