Advice to a New Major Gifts Officer (part 2 of a series)

Advice to a New Major Gifts Officer (part 2 of a series)

by Tom Wilson Major Gifts Guru

I was recently hired by a mid-sized nonprofit to run its major gifts operation. Although I've worked in development before, I have never held this particular role. I'm writing to ask you for any advice you might have for a new major gifts officer.

In the first article of this series I suggested you set up an annual giving major gifts club. I also recommended that you look at your top donors of the past year or two to look for giving patterns and levels to set your club at.

Once you’ve made your analysis, go to the top two or three tiers of donors (for our example the top 8 giving $2,500 or more) to ask their advice. Let them know of your plans and have them react to the gift club level. Show them the current members list at each of your proposed levels to see what they would recommend.

Your initiative thought of seeing your major gift donors is correct. But, why do they want to see you? Have an authentic agenda to make your get-acquainted visits more comfortable for them. By discussing your new gift club you have an authentic reason to meet with your best donors. Find out:

• Why they give?
• What motivates them philanthropically?
• Ask how they could be helpful in developing your gift club benefits that would attract new donors?
Which of them is willing to ask others for money?
• If they don’t like to ask, could they host a home or club event to share your story?
• And, who else should you be calling on? Who could be invited to cultivation events?

As you meet with people, create a list of all donors (top down) for the last 3 years so donors can review the list (200-300 names). By showing a list of names you’ll get your current donors to qualify the people who have already given some type of gift before. Can they give more? Who is connected enough to help you get a meeting. And, in looking at a list, new names will surface.

In Gladwell’s The Tipping Point he talks about the law of the few – mavens, connectors, salespeople. You want to determine which attributes your best donors have.

• Who are the real champions and visionaries?
• Who may be weak on the message but are connected to everyone and can open any door?
• And, who are the few who can close the deal and help you meet your fundraising goals?

Sometimes one person will do all 3 jobs – but my experience indicates that’s about 1% of your donors. Some can do 2 of the 3 tasks and almost everyone can do 1 of the 3. Just listen hard to determine where they are comfortable. Be patient. Sometimes it takes multiple interactions to develop a relationship and to build trust.

Work top down. Build relationships with the biggest donors first as they will know other people like themselves.

This article is part of a series. To read the rest of the series, please click the links below:

• Advice to a New Major Gifts Officer (part 1 of a series)
• Advice to a New Major Gifts Officer (part 3 of a series)

Permanent Link: Advice to a New Major Gifts Officer (part 2 of a series)

http://majorgiftsguru.com/2009/11/advice-to-new-major-gifts-officer-part.html