These are the exact steps I'd take if I were starting a brand new major gifts program today.
Today’s Fundraising Friday is for the ones holding it all together.
The founders. The EDs. The accidental fundraisers in small shops with big dreams.
You’ve built something from scratch. You’ve kept it running on a miraculous mix of caffeine-fueled grit, copious grant applications, multiple time-consuming special events, and the occasional strategically placed piece of duct tape.
But now you’re feeling the limits.
And you’re wondering how to grow without burning out.
If that sounds like you, I have good news.
You’re probably sitting on untapped major gift potential.
Loyal givers. Deep believers. People already in your database who would give more if you only took the time to build a relationship with them and ask.
If you have loyal donors (even if they’re giving small amounts), basic fundraising systems, engaged board members, compelling programs with demonstrable impact, and staff capacity for relationship building … it might be time to build a major gifts program.
If you have steady annual revenue but need to scale up, if your events and direct mail have plateaued, if you’ve relied heavily on grants and need to diversify, or if you need to raise money for a capital project … it might be time to build a major gifts program.
If that sounds like you, and you’re wondering how to start a major gifts program, here’s exactly what I’d do if I were in your shoes.
Step 1. Create a list of the people most likely to make a major gift.
Don’t start by buying prospect lists or researching wealthy community members you’ve never met. That’s the hard way. Also … it rarely works.
Instead, dive into your donor database and identify:
- Consistent givers (even small amounts) over 2+ years
- One-time donors who gave above your average gift size
- Volunteers who also donate
- Board members and their connections
- Event attendees who have come multiple times
The people most likely to make tomorrow’s major gifts are the ones who already believe in your cause enough to have supported you in some way.
Most of the time, they’re hiding in plain sight in your database.
Step 2. Evaluate and categorize everyone on your list.
Some people are fans of wealth screening services. I am not. I would much rather look at observable data in my own system.
Don’t overcomplicate this. Start by creating a simple scoring system based on:
- How many gifts has someone made?
- How long have they been giving?
- What other ways are they involved beyond giving?
- Are they currently giving close to what you consider a “major gift” for your organization (whether that’s $1,000 or $10,000)?
- Do they show interest in a deeper relationship with your cause?
Assign point values to each answer based on what’s most important to you, add them up, and then sort everyone into three categories:
Group A = High affinity for the cause, high engagement with your organization, and a demonstrated capacity to make a major gift.
Group B = Some giving history with your organization, a demonstrated capacity to make a major gift, but may not be interested in more engagement.
Group C = Likely have the capacity to make a major gift, only minimally engaged with your cause and organization, and their affinity for the cause is unknown.
Group A is the most obvious place to prioritize. Start there and move on to step 3.
Step 3. Have a discovery conversation with everyone.
Discovery conversations are NOT the place to ask for a gift.
Discovery conversations are all about asking questions like,
“What inspired you to give?”
“Why is this cause important to you?”
“What impact are you hoping for when you give?”
“What have you learned so far?”
“Are there other ways you’ve considered getting involved?”
The goal of a discovery conversation is to attempt to discern what might be a good next step for them to take to develop, nurture, or deepen their connection to your cause.
Make sure you listen more than you speak and take good notes. Then …
Step 4. Reevaluate your groups and decide how much you’re going to invite each person to give.
After your discovery conversations, you’ll have better insight into each person’s connection to your cause. Use this information to refine your groupings.
You’ll likely find some people in Group A who should move to Group B or C (and vice versa). This is more art than science.
Once you’ve spoken to someone and assigned them to a group, decide how much you plan to invite them to give, and write it down.
Think of this as more of a hypothesis than a goal, but it still needs to be written down somewhere.
Step 5. Make a 12-month plan for everyone on your list.
Start with next month and ask, “What next step can I invite this person to take to develop, nurture, or deepen their connection with our cause?“
Your “next steps” might include a personal tour of your facility, an invitation to meet one of the people you serve, or a coffee meeting with your Executive Director.
Remember, not every interaction should be about giving.
Then, look ahead to the following months and ask, “What things can I communicate in the next year to help develop, nurture or deepen their connection to our cause?“
You don’t need something for every person on your list every month, but plan your steps in advance.
Make sure “Invite them to give.” is somewhere on your plan.
Step 6. Work your plan.
As you start working your plan and inviting people to take steps to develop, nurture, and deepen their connection with your cause, some will make a major gift.
Some will give you signals that they’re not ready. Some will say no. Some will move off your list, and others will move onto it.
All of that is natural and okay. Give yourself permission to bless and release people.
You probably can’t steward more than 150 relationships well anyway!
Building a major gifts program from scratch really is that simple.
If you can prioritize these 6 steps consistently over time, you will build a thriving and sustainable tradition of major gift support.
This isn’t an overnight process (expect 12-18 months before you start seeing significant results), but when those first major gifts start coming in from people who were hiding in plain sight in your database, you’ll be glad you started today.
What else would you add to this list?
