“We need more major
donors.”
“Our pool
of prospects is just too small.”
“Our board
doesn’t give the way we need them to give.”
Have you found
yourself muttering these concerns lately?
How can
ministries create a climate where raising major gifts is
normative? What separates those organizations which succeed in
raising major gifts from those which do not? And what can you
do to begin to move your ministry toward raising more major
gifts?
These are
important questions, especially when you review research on the
distribution of wealth in the United States. Most researchers
indicate that the richest 1% of our population controls anywhere
from 35% to 50% of the wealth. And 20% of our population
controls more than 85% of the wealth in the U.S. It should come
as no surprise that raising major gifts has become a central
focus for virtually all successful capital campaigns.
Why Do People Give?
The answer to this question is
both complex and simple. It is complex in that people are
people – that is, they act as individuals motivated by a wide
array of concerns and passions. That’s one reason why our fund
raising must be relational. It takes time to discover
the hearts of our major donors.
But it’s also simple. In fact,
in can be as simple as the three-legged stool I’m now sitting
upon. The first leg of my stool is our ministry’s mission.
Rarely do major gifts come from people who are not committed to
the mission. That’s one reason why we must learn to articulate
our mission as clearly as possible.
The second leg of my stool is
vision, for major gifts really are investments in the
future. They are given to transform what tomorrow will look
like. Ministry leaders who lack or are unable to articulate a
compelling vision of where their organization will be five years
out will struggle to raise major gifts.
My stool, though able to hold
me if I’m very careful, is still pretty wobbly. My third
leg is confidence. People will hesitate to give if they
are not confident that the leaders are people of both character
and competence. This is true of both the executive staff
leadership and the board of directors. One important way to
build confidence is involving prospects in the strategic
planning process. Knowing that the organization is not being
run in a flip, cavalier way helps the potential major donor see
how the vision will be realized – that it’s more than just a
nebulous dream.
From your Secure Seat to Action
Now that you’re comfortably
seated, it’s time to get up! Raising major gifts requires
getting away from your desk and into the homes and offices of
your prospects. Fund raising is a process of nurturing
understanding, commitment, and support from a caring
constituency. This cannot normally be done through the mail;
it’s a face-to-face process, requiring disciplined focus, time,
and perseverance. I find the following helpful:
Earning the Right to Ask
