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

Advice to a New Major Gifts Officer (part 3 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 3 articles in this series I talked about finding out about your top donors to build a major gifts annual giving society. The next step is to visit donors to sharpen gift club benefits, to review lists of names to see who else could join, and to determine how each donor could help in this recruitment.

Of course file contact reports after each visit. Follow up to close new gifts you have detected and to recruit volunteer leaders for your gift club.

The next startup step is to focus internally.

What is your case for support? In tough times why should a donor choose to give to you instead of their other causes? What makes you unique to the donors? As the new kid on the block, what can you learn from your organization’s leaders and program managers that would amaze and delight donors?

Go interview senior management, long-term board members, and staff leaders of your service delivery programs to build your case for support. Write up each interview to reflect on what you’ve heard. As you meet with people, ask them for images (pictures, graphs, diagrams) to show your nonprofit in action.

Also read all recent accreditation reports, major grant proposals, annual reports, direct mail letters, press releases, and other official documents that help tell your organization’s story.

Then start writing an outline case for support (or use PowerPoint) to come up with 20 to 30 slides to tell your story. Your case should include:

• how you benefit and impact the community with photos of peoples' lives you impact
• why you’re unique and special and therefore worthy of support
• the challenges the organization faces that could be solved through more resources (money and influential volunteers)
• then your fundraising programs and opportunities for donors to help

Remember in outlining – 5 to 7 words per bullet point, 3 to 5 bullet points per slide (or page), a picture or graphic chart for each page, a story for each page that brings one of your points to life. Go for simplicity and clarity.

Once you have gone through 5 drafts circulate it to your internal interviewees to seek their advice and improvements. Then go back to your best donors to see how they would improve it.

Now you’re ready to share it with potential donors.

Good luck in this new job. Keep me posted on your progress. For my readers, what others suggestions would you provide?

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 2 of a series)

Permanent Link: Advice to a New Major Gifts Officer (part 3 of a series)

http://majorgiftsguru.com/2009/11/advice-to-new-major-gifts-officer-part_04.html