Asking for Major Gifts – Highlights from Laura Fredericks book (part 1 of a series)

Asking for Major Gifts – Highlights from Laura Fredericks book (part 1 of a series)

By Tom Wilson Major Gifts Guru

I’ve been asked to join several other authors for a series of presentations. Laura Fredericks, author of The Ask: How to Ask Anyone for Any Amount for Any Purpose is one of my colleagues. I haven’t met Laura yet, but decided to read her book to look for asking gems for major gift officers.

“Develop a strategic plan to steer the process. The organization needs a strategic plan, preferably one that covers three to five years, that sets out the goals and purpose of the major gifts program.

“For example, one organization’s strategic plan might state that the organization will increase its endowment by a specific percentage each year so that at the end of five years the organization will have over $100 million.

“It is possible to raise major gift money without a strategic plan, and many organizations do so, but whenever possible convince the leadership that your group will be far more successful if it has a plan that it can share with prospects and donors. Major gifts will arrive quicker when the organization has a plan because a plan supplies purpose and a timeline which connotes a sense of urgency. . . .

“If the organization has a strategic plan, then logically the campaign (a capital campaign or a comprehensive campaign) should coexist with and complement that plan. Otherwise the organization is at risk of having too many plans and goals to fund or divergent goals that are at odds with each other.”

“Sample plan objectives: 1) Strengthen Academic Excellence and Reputation, 2) Reinforce Our Commitment to be a Student-Centered University, and 3) Strengthen Our Financial Situation”

As you know from reading my other articles, I am very passionate about the importance of strategic planning. Thanks Ms. Fredericks for giving me ammunition for my next staff and board discussion about the importance of planning.

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