Insights from Donors on How to Ask for the Major Gift

By James A. Donovan • October 11th, 2011

Fall 2011

A main benefit of being a consultant in philanthropy is that you get to meet a wide range of major donors across the nonprofit spectrum – literally from A to Z, arts to zoos. Oftentimes it’s in the context of an interview for a campaign feasibility study. For more than 25 years our firm has conducted dozens of studies and interviewed hundreds of major gift donors. Here are some insights/quotes from these donors on how fundraising staff and leadership volunteers can do a better job of asking them for a major gift.

“Spend time with me.”

In other words — make an effort to get out of the office and be with the donor and/or prospect. Facebook is not engagement. Face time is.

“Encourage me to give at a level my peers will approve of.”

Donors seek the approval of their peers and do not want to give less than they are capable of. Aim high. Their friends read the Honor Roll listings at your website and in your newsletters. Donors often ask me where they should be on a gift chart used in the study so they are not embarrassed by giving less than what is expected of them.

“Ask me before the Holidays.”

Most major donors give at year end for tax purposes before getting busy with family and company holiday parties. Fall is the best time of year to ask for a renewed and/or increased major gift.

“State your case to me in a concise manner and allow me time to ponder it and ask questions. Fundraisers too often talk too much.”

Ouch! People are busy today, more so than ever with so many ways to communicate – e-mail, Facebook, Twitter and so much information via so many 24 hour news channels. Donors are bombarded with information. They don’t have time to cut through the clutter. Those who keep the case concise and to the point help donors understand the need for their gift and appreciate their time not being wasted.

“Send me my gift receipt for tax purposes right away and then stay in touch. Don’t be a stranger until same time next year.”

Staying in touch, we have been told by donors, means by phone and in person. E-mails won’t cut it. When I was working at Clemson University, I had a list of donors that needed a lot of attention. So I would give it to them. Actually, I would tell them the President of the University wanted me to be sure to check in with them and thank them for their support.

For other tips check out our publication, Take the Fear Out of Asking for Major Gifts by clicking here.

Jim Donovan, President /CEO