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(Major Gifts #8)The Three Success Principles for a Profitable Major Gifts Program

The Three Success Principles for a Profitable Major Gifts Program

Are you and your team ready for a prosperous and productive year? And, most importantly, are you all planning for wonderfully generous major gifts to flow into your organization? 

We think this year will be an interesting year for major gifts fundraising. With the uncertain economy, we’ve even heard that some fundraising pros are not sure about meeting their fundraising goals this year. 

That means you need to organize and focus carefully to be successful. You need to be systematic to make the most of your valuable time and energy – while raising the money your institution needs. 

There may be roadblocks keeping you and your team from reaching your true major gift potential. These success principles will guide you through any economy, to profitable success – for you, your organization, and your mission. 

Here are the top three major gifts it \\success principles that we teach. You need these elements working together in order to be successful in raising major gifts in good times and also in volatile times: 

There’s no way around it. There are specific steps you can take to move quickly, find the right high-net-worth donors who really care, have direct conversations with them, and then close gifts. 

1. Closing major gifts takes know-how and training.

It can be done, and it’s done every day. 

However, many fundraisers tell us that they are unsure exactly how to approach donors. Even more, they feel awkward having conversations with prospects. Many say they feel lost when they try to identify the right prospects to focus on. Worst of all, they feel alone and overwhelmed. 

Your team can learn all the analytical and soft skills they need to be successful major gift fundraisers. They don’t have to guess their way along. 

We can teach them advanced conversation and discovery skills to help them feel comfortable with donors. Every fundraising professional needs to learn how to hold a conversation that lights the fire in a donor prospect and moves them to a gift. 

Your team can learn how to listen for a donor’s personal values, passions and interests. And how to take the next steps to move a donor closer to a gift. And we gently push them out the door to go visit their prospects. :) 

Your team also needs to understand data analysis. How do you keep up with and sort through all the information they learn about their donors? Most of all, they need to know how to put it to use to predict major gift outcomes. 

We believe strongly that working smarter, not harder, helps busy fundraisers raise more money. Knowing how to put your data to work for your leads to success. 

2. Successful major gift fundraising takes a team. 

The smartest professionals don’t try to go it alone. Silos in major gifts fundraising never work well. It’s essential to have other people involved in helping in the major gift effort. 

The team members don’t need to be out there soliciting, but they DO have to help identify prospects and help think through strategies to reach and nurture donor relationships. We find that you can be much more creative in coming up with ideas to cultivate donors when you are brainstorming with a team. 

In smaller organizations with limited development resources, the ED or CEO often steps in to help lead the fundraising effort, often aided by a staff member and/or a board volunteer. 

You would not believe the successes we have seen with this type of smaller team. Two of our million-dollar gifts came in in the Major Gifts Intensive when the ED called on one of their top donors. The Executive Director knew the questions to ask – and, because of our coaching, they knew how to create the setting for the donor to offer a 7-figure gift. No kidding. 

If you are in a small organization, know that you will never be super successful in major gifts fundraising with only one dedicated person. You should never be alone in this effort. 

In the Major Gifts Intensive, we ask for a full team of at least four people to register together. It’s best when a group of people from one organization takes the program together. That way, everyone learns the same systems, skills, vocabulary, and approaches – and can reinforce each other. 

3. Successful major gift fundraising takes a solid system.

Raising money from major donors is not rocket science, but it takes a very carefully organized structure. As we’ve said many times, you will never be successful without a structure – you’ll be just shooting from the hip. 

Systems are everything when it comes to identifying and managing prospects. You need a great rating system to measure your prospects’ potential. In addition, you can use Wealth Screening or even AI to determine who your most likely prospects are. 

We’ve written about prospect management systems that are the basis for managing your pipeline, workflow, priorities, and who you plan to see when. 

And remember, it’s your prospect management system that lets you and your team know what the potential cash flow looks like – and everyone is interested in that! 

The Major Gifts Intensive will help you implement all these success principles.

We can help you with skills training, help you set up the systems that will work for you and your organization, and introduce major gifts success principles to your entire board and management team. 

Our goal is to help you lay down the infrastructure, systems, and thinking inside your organization that will take hold permanently. We want your organization to enjoy major gift success not just this year but for many years to come. 

Every organization can raise much more IF you seriously tackle major gift fundraising. We are here to help and support you. Check out the Major Gifts Intensive here, and send us a Letter of Interest if you’d like. 

Registration closes on Feb.15th. Make sure you register soon, as space is limited and we are filling up fast.

We’ll hop on the phone with you and decide if this program is right for you and your team. It may not be for you. But then, it may be just the thing that will help you and your team catapult your organization to financial security! 

Let’s make the upcoming year awesome and close many major gifts for you and your cause! 

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Nonprofit Fundraising Trends for 2023

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Nonprofit Fundraising Trends for 2023

As fundraising consultants, we’re always keeping an eye on the latest nonprofit fundraising trends and developments. As we move into 2023, there are several key trends that can help your organization ride the waves of success and fundraising growth in the coming year. 

First of all, let’s celebrate that 2022 was a strong year for charitable giving. We were successful, even with the instability caused by changing world events, pandemics, inflation, elections, financial markets, and unrest. 

When we step back and take stock, it’s extremely heartening to see the generosity and commitment to a better world that we see among our donors. 

And many things keep changing. These nonprofit fundraising trends include our top predictions for the year ahead and tips to help your team rise to the occasion.

Internal Culture at Nonprofit Organizations

1. Nonprofit working conditions are improving.

Organizations are slowly realizing that the old-fashioned nonprofit culture of low pay and long hours is driving employee burnout and turnover. Low morale = low productivity. 

 Tip: Realize that your team’s work environment can either help – or hurt – fundraising productivity. To keep employee morale high, follow the recommendations in “The Happy, Healthy Nonprofit” by Beth Kanter and Aliza Sherman.   

2. The Great Resignation happened.

Unreasonable workloads, unrealistic performance expectations, and lack of respect drove many fundraisers to resign and seek new job situations. The resulting short-staffed offices put even more pressure on the remaining staffers. 

Tip: To prevent turnover, you’ll need to pay staffers what they are worth, and create a positive environment where they feel appreciated and valued. 

3. Many organizations are struggling with diversity and inclusion issues.

As nonprofits look within. they are uncovering gender, race and class issues among their donors, their boards, staff, and internal culture. Many are working towards solutions. However, some of this may be just window-dressing and all talk. The effective models go deeper into people’s behaviors and attitudes.

Tip: Set your organization on a path that recognizes the transformative potential of diversity at all levels. Recognize that there are no simple solutions. 

4. Fundraising is gaining respect as a profession.

Fundraising seems to be more and more recognized as a true profession, with its own well-documented knowledge base, credentials, and standards.

 Tip: Organizations that acknowledge and respect their fundraising team’s skills, expertise, and authority, will raise far more money. Give your professionals the room to create and execute strategy – and your revenue will increase. 

Major Gifts Fundraising Trends 

5. Major gifts fundraising is gaining more emphasis.

More and more nonprofit leaders are recognizing that focusing on major gifts is the quickest and most expeditious way to meet revenue targets. There is strong demand for skills-based training and coaching in major gifts fundraising.

Tip: Investing in major gifts fundraising for your organization will pay off quickly, and will allow you to expand your work to make the world a better place. 

6. Capital campaigns are everywhere.

Nonprofits of all sizes are showing that they have the confidence and skills to tackle big goals and make them happen. 

Tip: If you are not in a capital campaign or planning one, then you probably want to move forward now and take advantage of the current environment.  

7. Virtual donor visits.

Fortunately or unfortunately, virtual Zoom visits with donors are here to stay. Many older donors prefer to engage with their favorite causes from the comfort of their own homes. 

Tip: Use Zoom as a tool to help donors feel connected, in touch, and close. You can still build a warm personal relationship over the phone or zoom.

Broadbased donations of smaller amounts. 

8. Smaller donors just might be returning.

After years of declining numbers of smaller donors, we may be starting to see a change. One example: Giving Tuesday’s returns set new records for the number of donors participating, and in the number of overall donations. 

Tip: Nurturing generous donors who give at smaller levels will help fuel broad-based community support for your cause. 

9. New digital tools for donor engagement.

Digital fundraising will continue to increase as we see more sophisticated, multi-channel, and omnichannel approaches that can engage large bases of support. 

Tip: If your team deploys digital tools creatively, you can drive increased donor participation and also the acquisition of new donors. Be creative!

10. Many COVID donors are drifting away, unfortunately.

Based on what we see with our clients and in overall donor retention numbers, many pandemic-era donors are not renewing their gifts. Many organizations that saw dramatic increases in contributions during the past two years missed the opportunity to 

Tip: Create a deliberate initiative to engage with your newer donors, This can turn them from one-time donors to consistent, committed recurring donors. (This tip is from Executive Consultant Dr. Kathryn Gamble.)

11. Stronger connections with smaller donors.

Many wonderful new ways of engaging smaller donors are emerging – using technology, events, and even peer-to-peer approaches. 

Tip: Engaging your donors – regardless of their gift amounts, is and always will be the key to a solid base of financial support. 

12. Shifting orientation of high net worth philanthropists.

Many are pausing to reevaluate their old paradigms of giving to find charities with less “brand name” and more “high impact.”

Tip: Emphasizing your organization’s impact is and always will be a solid path. It appeals to donors of all types. (this tip is from Beth Ann Locke, the Director of our GPG Academy)

As always, it is a pleasure to share our weekly insights with you as we cover important fundraising strategies. 

If your organization is planning a capital campaign or expanding your major gifts program – we can help. Send an email to coaching@gailperry.com if you’d like to schedule a free strategy call with us.

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New Year’s Resolutions for Board Members

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We offer this list of suggested New Year’s Resolutions for Board Members to encourage them to consider their important role and reflect on how they can be more effective as board members. 

Here are 10 New Year’s resolutions for board members that encourage self-reflection on your board’s culture, its decision-making process, how everyone behaves, and how involved everyone is in fundraising.  

The beginning of the year is a great time to set goals and resolutions that can help board members make a positive impact on their organization and the community it serves.  

This post is updated from earlier years – but it is perennially popular. I’ve updated it for 2023!

Here are some ideas for nonprofit board members – to remind everyone of what’s truly important, and help focus on positive action.

How about these for a list of proposed New Year’s Resolutions for Board Members?

1. I will foster a positive and inclusive culture on our board and within our nonprofit.

As a board member, I will strive to create a welcoming and inclusive environment for all stakeholders, including staff, volunteers, donors, and people we serve. This means actively seeking out diverse perspectives and ideas, and creating a culture of respect and open communication.

To support inclusivity, I will welcome diverse people, perspectives and options. In addition, I will be aware of our board’s culture, and will encourage board members from diverse backgrounds to share their perspectives in our discussions. 

I resolve for all my contributions to be positive and optimistic. I will bring a positive point of view to all discussions, and discourage negativity. My voice will focus on ideas of abundance rather than scarcity. 

Moreover, I will aim to be always hopeful for the best; to encourage discussions of great possibilities. Knowing that negativity wipes out our board’s energy and passion, I commit to being a positive influence on other board members.

2. I will make my own proud, personal gift to support my institution.

AND I will encourage all other board members to give. I understand that if we don’t put our money where our mouth is, we have absolutely no credibility as stewards of the organization’s financial health and mission. 

When everyone is making their own proud personal gift, they are demonstrating their support for fundraising. They’re acknowledging that fundraising, gifts and contributions are all essential to financial stability.  

When everyone is participating in your organization’s philanthropy, you are adding integrity to the fundraising process. As a matter of fact, when board members are not supporting their organization financially, they send a very loud message to the community — that they are not fully behind this organization’s mission.

I will set an example by giving cheerfully and generously, and model appropriate generosity to the rest of our board.

To put it in the words of a funder:“If the leaders of the organization don’t support it, why should anyone else?”

3. I will encourage everyone to think big and challenge the status quo.

As a board member, I know that thinking small will not get us where we want to go. We are not going to change the world, alleviate suffering, change our community, find a cure – by thinking small.

So I will encourage everyone to think big. I understand that there is great power in a big, wildly exciting vision. Because, we know that a big juicy vision will help attract people – and financial resources – to our cause. 

Even more, knowing that change is hard for all organizations, including ours  – I will be open to new ideas and new ways of doing things. I resolve to be willing to ask, “Why are we doing it this way?”

I will encourage my fellow board members to be willing to let go of the past and consider new opportunities and strategies – no matter how threatening change is.

Equally, I will remember Jack Welch’s famous quote:

“If change is happening outside the organization faster than it is on the inside, the end is near.”

4. I will have a bias towards positive action.

Knowing that my organization needs more than “talk” out of board members, I will focus on positive actions we can take.  I refuse to be one of those board members who thinks their job is simply to come to meetings and just offer an opinion.

Moreover, I will make sure that the opinions that I do offer are thoughtful, respectful and are based on some type of data rather than on my personal preferences. 

I will ask our CEO and staff how we can help them and what support they need. I will encourage a can-do attitude – because THAT is what can change the world.

Likewise, I will share these new years resolutions for board members with my colleagues and encourage open discussion of these ideas. 

5. I resolve to stay informed and understand our financials.

I promise to take my role as a fiduciary guardian of our nonprofit seriously. As a board member, I understand my responsibility to oversee the financial health of the organization. 

I’ll resolve to stay informed about my organization’s budget, financial performance, and fundraising efforts. Even more, I will encourage transparency and accountability. I’ll look deeply at the data on how we raise money, and how we spend it.

It will be important for me to learn more about where our money really goes, and why we need more funding. I want to learn about my organization’s fundraising plan and our specific funding/business model.

In particular, I will commit to reviewing – and understanding – financial reports and resolve to ask questions when necessary.

Like Tom Peters said,

“Without data, I’m just another person with an opinion.”

6. I will wholeheartedly support our fundraising program, and will encourage others to do so.

I understand that there are many ways I can support fundraising and help celebrate our donors. 

Since board members are the highest authorities of our organization, I  know that we can add clout to all aspects of the fundraising program. Additionally, we know that donors feel honored when a board member makes a thank you phone call or sends a thank you email. 

Since fundraising is not just just about asking for money, I know I can play a valuable role even if I am not out there soliciting – by opening doors, making connections, meeting prospects, thanking donors, involving new people, and more.

In addition, I resolve to educate myself about fundraising – how it works today in this changing world and what works best for us. 

As for me, I won’t suggest a new fundraising idea or project without first understanding its potential impact on our staffing and volunteer resources.

7. I will help foster an organizational culture that will support fundraising and philanthropy.

I understand my various fundraising responsibilities as a board member, and will help foster a strong organizational culture of philanthropy.

As a supportive board member, I will encourage everyone in the organization foster the three components of a true culture of philanthropy.

One, we will all engage in and support the fundraising program in whatever way they can. We know there are many ways that everyone in the organization can help in fundraising without having to ask for money. Fundraising will not be isolated into an organizational silo. 

Second, I will encourage an organizational culture that celebrates our donors as important stakeholders and supporters of our mission.

Finally, I will ensure that fundraising is respected and acknowledged as an important mission-centric activity. Instead of backing away from fundraising, I will encourage fellow board members to be as supportive as possible. 

8. I will support our CEO and staff.

I will not ask the staff to overwork themselves, or sacrifice their personal lives in the name of our cause. Equally, I will encourage a positive work environment where our staff team feels acknowledged and respected. 

Understanding that they carry enormous responsibility on their shoulders, I will support paying them competitive salaries, giving them a healthy, happy workplace and ensuring that adequate training is provided to do the job. 

I resolve to support an appropriate boundary between board members and staffers, and I will encourage other board members to understand the management lines of communication. 

This means that I will not attempt to direct individual staff members. Instead I will deal with their boss, our CEO or Executive Director.

I resolve to show up when a staff member calls or emails.  And help out when asked.

9. I will advocate for our cause wherever I go.

Knowing that ideas can be contagious and spread among people like wildfire — I will spread the word about our work wherever I go. 

I resolve to be a great ambassador for our organization – sharing news and information about our impact to everyone in my network. 

Above all, I want to help create an epidemic of buzz about my organization all around. I’ll practice conversation skills and a short elevator speech that can open the door to a potential donor. 

I resolve to be a terrific personal advocate for our organization and our cause. And I’ll have fun doing it!

10. I will support the board to assess its governance and performance each year.

Knowing that good governance practices should always be reviewed and discussed, I will encourage us to conduct an annual self-assessment.

Moreover, I understand that the results of our board self assessment can open up new ideas about the way we work together, how we run our board meetings, what expectations we ask of all the board members, and our overall internal culture. 

I’ll encourage our Board Governance Committee to bring forward new ideas, practices and strategies to help our board become a high-functioning team. 

Bottom Line on New Year’s Resolutions for Board Members:

For the coming year, and all years, I dedicate myself to making my service on the board meaningful. And to encourage a positive, can-do, board culture.

If you’d like to reprint this article in your newsletter or distribute it to your board members, please link and attribute to our site.



 

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The Donor Teared Up. Then He Offered a Campaign Gift, Unasked.

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Here’s a wonderful Major Gifts Intensive success story from one of our smart participants.

Chris Cook, Executive Director of the Bemis Center for Contemporary Arts in Omaha, said he really enjoyed practicing his new advanced 21st-century fundraising skills.  He learned how to create magical conversations with his donors because he achieved some stellar results.  

Here’s a situation – from an amazing donor conversation – when the donor simply offered a capital campaign gift – without even being asked.  Here’s what Chris shared (with our commentary):  “I started the conversation by asking how our organization pulls on his heart.”

(Our note: You should always start every donor conversation with a question about why they give to your organization.)

“First, he told me he was very grateful that I asked.”

(Our note: Many donors are often dying to share their “donor story.” This is an easy, seamless, and polite way to establish a deeper connection with your donor.)

“Second, he revealed to me that he had never been asked this question before by anyone and that he deeply appreciated it.”

(Our note: Your donors have deep feelings in their hearts for your organization’s work. But people don’t ever ask them. It will open the floodgates and you’ll be surprised.)

“As my donor explained this, his eyes started to get teary.” 

“I could see that he was immediately thinking back about his history with the organization, and how it has impacted him, his kids’ lives, and his grandkids’ lives.”

“This is because of art he now has, in two different homes. And how that art inspires conversation and education and connection.”

“Then he immediately jumped in and started explaining his big picture for philanthropy.”

“He surprised me when he shared that he has three key areas of giving that are important to him. And that our organization is one of his three priorities!”

“It was huge news to me!”

“This was not, by any stretch, a challenging conversation to have. My donor opened up in new ways that I had not seen before.”

“And then – you won’t believe this, but he made a pledge for the capital campaign that we plan in the future.”

Bottom Line from this Major Gifts Intensive Success Story

Ask your donor why they care, or why your cause resonates with them, and then watch out. Your donor will take you places you never knew, and just may offer a gift right then and there.

The annual Major Gifts Intensive opens for registration in November each year. Let us know if you’d like to be added to the waiting list!

As always, it is a pleasure to share our weekly insights with you as we cover important fundraising strategies. 

If your organization is planning a capital campaign or expanding your major gifts program – we can help. Send an email to coaching@gailperry.com if you’d like to schedule a free strategy call with us.

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Capital Campaign Pre-Planning: What to do Before Hiring a Consultant

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Capital Campaign Pre-Planning: What to do Before Hiring a Consultant

How important is capital campaign pre-planning?

We see many organizations that want to move forward quickly to launch a capital campaign. They are excited about their vision and are ready to dive straight away into a feasibility study.

It’s great to be excited and enthusiastic because those qualities can generate momentum.

But you’ll also want to get as organized as you can, prior to your study. You can lay the groundwork for a successful study even before you start the search for a reputable campaign consulting firm.

Today, we’ll share a step-by-step readiness plan to help you get prepared for a successful feasibility study. This plan will help you get the most out of your study.

1.     Capital campaign pre-planning: Clarify your projects and what you want to raise money for.

This sounds obvious, doesn’t it? But it’s not.

Donors will have many questions about your proposed projects. They will ask detailed questions about the need for a new building, an expansion, or an endowment – whatever you are hoping to fund in the capital campaign.

You’ll need to think through all possible aspects of your project so you and your consulting team can answer these questions. It’s important to outline all possible costs – and implications – of a potential capital project.

For a new building: Donors will ask about operating and maintenance costs of new building. Donors will ask where the building will go, how large it will be, parking, costs of construction and land, and costs of upfitting the new facility. They will ask to see visuals of the proposed building.

Above all, they will want to know WHY the building is needed. Not only do you need to explain the project in detail, but you also need to lay out a clear justification for this investment.

For major programmatic expansions that you want to fund in the campaign, the most important question your donors will ask is WHY do you need it, including:

  • How will it expand your work?
  • What costs will be incurred?
  • Who will be served and why is your organization the one to do the work?
  • Why not some other organization?  Donors will ask about competition and other agencies that do similar work. They will ask about possible collaborations with similar organizations.

2.     Get a rough idea of your campaign dollar goal.

Once you have firmed up the projects to be funded in the capital campaign, then it’s time to cost everything out.

Each funding objective needs a cost number, or at least a financial range.

When your consulting team presents this information to your donors in the Feasibility Study, you’ll want to demonstrate that you’ve researched each aspect of your plan.

Thinking things through now will help you and your team show up as business-like, thoughtful and deliberate. And of course, these qualities will help to build donors’ trust in your potential campaign – and generate their investment.

Then it’s time to estimate a capital campaign goal. The simple approach is to put numbers next to each funding objective and add it all up.

We recommend that you and your team start with a tentative “working goal” for the campaign that you use as a preliminary figure. The working goal can go up or down, depending on the results of the feasibility study,

3.    Campaign pre-planning: Get your board on board.

Before you start interviewing potential consultants for a feasibility study, make sure your board is well-informed about the prospects and potential for your campaign.

That means that you will have to work with board members both independently and together during your planning process.

It’s important to get some opinion leaders behind your proposed projects and the potential campaign early in the game because they can be an indispensable asset.

We want to see the full board in agreement about what’s before them. Ideally, your board members will be:

  • Enthusiastic and optimistic about the potential for your campaign.
  • 100% behind the expansion or capital investment plan.
  • Educated about how capital campaigns work – the strategy and process that creates successful campaigns.
  • Educated about how much campaigns cost, because the money is not going to just walk in the door without a significant investment of time, energy, and resources.
  • Understanding what their role will be during the campaign.

4.    Involve your most important donors in your capital campaign pre-planning discussions.

During these beginning steps in your planning, it’s essential to engage your top donors in conversations about your proposed project.

Consider making a list of ten to twenty top donors – the ones who are most likely to make the top gifts to your capital . Then develop a plan to involve each of these donors in the planning process.

This can range from taking a donor to lunch to let her know what you’re working on, or asking the donors for their advice and input on your proposed plan.

You can also ask some donors to serve on a pre-campaign planning committee. If one of your top donors is involved in real estate, you might even ask their advice on aspects of purchasing or constructing the new new building.

You get the idea. Don’t keep your most important donors at arm’s length through the planning process. Instead, use your planning phase to draw them in.

The pre-planning phase is a wonderfully exciting time to involve these important donor prospects.

Feasibility Studies Can Be a Waste of Money, if . . .

Remember, a feasibility study interviews donors to determine their level of interest in supporting your new, bigger vision and proposed plan.

It’s best when you can give them something meaty and exciting that they can react to. If the consultant finds too many potential donors who are not engaged or informed, then these donors might respond,

“I don’t know enough about this organization or project give you an opinion.”

When that happens, then your feasibility study will not yield any helpful information.

It’s disappointing to us consultants, too, when we interview potential donors who are simply not familiar with the project and not close to the organization.  There is nothing to talk about!

Moral of the story: Engage your donors early and often!

Bottom Line: Capital Campaign Pre-Planning: What to do before you hire a consultant.

Start your work early on the campaign by taking these steps, and you’ll save time and money and have your campaign on the early road to success.

You are laying the groundwork so that the full campaign can roll out successfully with early lead gifts and key volunteers stepping up to help.

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Skip the Ask and Make It a “Gift Conversation”

There you are—a major gift fundraiser, sitting in front of a potential donor. You’ve memorized your talking points and are about to make a Big Ask.

It’s the moment of truth and you’re feeling tense because so much hinges on the outcome. Funding for your project is at stake.

You’ve got a script that you hope will open your donor’s heart – and wallet.  Even more, you think you have the right amount to ask for. But you are probably just guessing how your donor will react to the Ask.

What’s wrong with this scene?  

You’re set up to make a “pitch”—to talk at the donor in a one-way conversation.

It’s far too formal and presumptuous. You’re assuming that you know everything about the donor – her motives, her timing, how much she wants to give.

Hello? Where is the donor in this process?

Ditch the Ask. Have a Gift Conversation Instead

We believe there is a much better way to stage a successful ask – by slowing down and engaging the donor in a conversation.  Here’s our suggested approach:

Focus on What Your Donor Wants to Do – Not What You Want to Do

A traditional Ask is all about money. But a Gift Conversation is about helping a donor see the possibilities.

In a gift conversation, you help the donor envision how she can make a difference in the world, not calculate how she can give away $25,000.

The conversation should be about where she is, not where you are. About what she wants to do, not your own agenda.

We recently saw an anonymous quote that sums it up: To inspire people, don’t show them your superpowers. Show them theirs.

Invest the Time.

This approach requires you to invest time in understanding a donor’s personal values, what she believes in, what she’s most passionate about. A donor’s passion can be powerful enough to trigger a $1 million gift.

When you use our gift conversation approach, you end up with a happy donor who is thrilled to make a gift, not someone who feels “hit up” or manipulated.

Don’t Put Your Donor in a Box

When you make a specific Ask, you box the donor into a certain figure. With a gift conversation, you don’t limit the potential size of the gift.

Even if you have done tons of research, you never really know how much a donor may be willing to give – especially if she is passionate.

With a traditional Ask, you could even end up with a smaller gift than if you helped the donor live in a space of possibility and vision.

How to Kick Off a Gift Conversation

With a few well-placed questions, you can help your donor imagine how she can make a significant impact and then walk through the door to make a gift.

Here are a few simple ways to start a gift conversation. 

“Could you see yourself getting more involved in our work?”

This is one of our favorite qualification questions. Your donor might be sharing her excitement about your work, and you sense the door opening for a gift conversation. 

Ask this simple question, and you’ll find out immediately whether the prospect might want to discuss a gift. And maybe even when she would decide. 

“Would you like to know how you can help this project?”

This is such an easy question to pose. There your donor is, carrying on about her interest in your mission. You can simply ask, “Would you like to know how you could help?”

“Have you ever thought about doing more?” 

A prospect may have never thought about making a gift. So, it’s your job to bring it up. You are simply inquiring about the person’s interest in getting more involved.

We love this question, too, because it helps you qualify whether your prospect might become a donor.

Help Your Donor Feel in Charge

Note that these questions have you asking your donor for permission to discuss this topic. Does the donor want to go in this direction or not? This is how you make a donor feel that she’s in charge of the gift process. 

The beauty of engaging in conversations is that sometimes the donor comes up with the idea of making a gift before you even ask.

This is a particularly good question for board members to ask their contacts. A board member may invite a friend to an event. A great follow-up question is: “Could you see yourself supporting this project?”

It’s an easy thing to say, and it’s not at all pushy. If the answer is “yes,” you have a green light to pursue a Gift Conversation.

Bottom Line on the Gift Conversation: Skip the Ask—have a conversation instead.

You’re likely to end up with a happier donor who comes through with a bigger gift than you anticipated.

As always, it is a pleasure to share our weekly insights with you as we cover important fundraising strategies. 

If your organization is planning a capital campaign or expanding your major gifts program – we can help. Send an email to coaching@gailperry.com if you’d like to schedule a free strategy call with us.

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Gear Up for a Thankathon Now

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Do you have a Thankathon on your calendar in November? If not, you might want to start planning one today.

A Thankathon can be a vital part of a smart year-end fundraising strategy. It serves as a mini stewardship campaign that will prepare your loyal donors to make a generous year-end gift.

With a Thankathon, we are simply acknowledging our donors and their generosity. There is no traditional “ask.” Instead, you’re making sure donors have a warm and fuzzy feeling in their hearts about your organization around the time that they receive your year-end appeal. 

With the Thanksgiving holiday, November is already a season of gratitude. It’s the perfect time to connect with donors and express your appreciation for their support. 

Why do a Thankathon?

Yes, thanking donors is good manners, and it’s also smart fundraising. The reason we like to do Thankathons in the fall is to lay the groundwork for donors to renew, and hopefully increase their gifts. 

The goals of your Thankathon would be to:

  • Remind them that their support is critical
  • Pull them closer to your mission by making them feel their impact
  • Let them know you notice them 

But a Thankathon is more than just a calculated strategy. It’s also an opportunity to bond with your donors in an authentic way—a chance to let them know you care about them as people, not just for their checkbooks. 

Who’s the audience for a Thankathon?

Ideally, everyone! At some point, you absolutely should thank everyone who’s made a gift to your organization. 

If thanking all your donors in November is unrealistic, that’s ok. You can segment them to keep your Thankathon manageable.  

Think about narrowing it down to a measurable audience. For example first-time donors, those at a certain gift threshold (e.g., $1,000+), or people who have given consistently over time (e.g., 5+ years).

Here’s the thing: You’ve got major donor prospects – right now – buried in your files among the small gifts. The problem is that they just haven’t identified themselves as major donors yet. 

You just may wake them up with a Thankathon.

What format should a Thankathon use?

You can choose to thank people via phone, email, or snail mail.

If you choose the phone, don’t worry that many people won’t answer your call. That’s fine. They will listen to your heartfelt message and feel good that you reached out to say thanks!

If you opt for email, don’t default to a blanket approach. Try to keep the messages personal and address the donor by name.

And if you go with a mailed card or letter, make them handwritten, if at all possible.

Who should participate in a Thankathon?

Thankathons are a good time to get your board members and other key volunteers involved. 

But don’t “require” everyone to participate. You want people who will actually enjoy the activity, especially if you’re doing phone calls.

Pre-pandemic, it was common to bring Thankathon folks together to make calls or write notes. You can still do that, or you can try a group Thankathon via Zoom. 

Pull together your volunteers on Zoom, kick it off with an inspirational message, and then have everyone mute their computers. You can pipe in occasionally to encourage your volunteers to keep going!

It’s fun to see everyone’s smiling, committed faces while they’re doing the important work of showering donors with gratitude.   

What to say during a Thankathon?

Whatever vehicle you decide to use when saying thank you, be sure not to break one of our donor communication cardinal rules.

Don’t thank donors for helping your organization be successful. Thank them for the impact THEY are making in the world. 

If you’re doing phone calls, here’s a sample script. (Notice it’s short and sweet.)

“Hello, Ms. Smith? My name is ___________, and I’m on the board of _________. I’m calling to personally thank you for your support this year. Your gift helped underwrite the expansion our ___________ programs. Thanks to you,  _____ more families/children received life-changing services. We are so grateful for your generosity.”

Consider the script a conversation starter. If the donor is willing, your caller can go further, and ask donors to share their stories. Find out why they gave to your organization and what draws them to you. It can be a powerful conversation. 

Bottom line

A Thankathon will prepare your donors to give generously at the end of the year. Organize one today!

As always, it is a pleasure to share our weekly insights with you as we cover important fundraising strategies. 

If your organization is planning a capital campaign or expanding your major gifts program – we can help. Send an email to coaching@gailperry.com if you’d like to schedule a free strategy call with us.

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How Coaching Can Help You Skyrocket Your Fundraising Success

Today’s guest post is by Beth Ann Locke, Director of the Academy

Every fundraiser and nonprofit leader we’ve met is working to create a better world.

And most successful nonprofit leaders seek to better themselves, by getting trained on new fundraising tactics and the latest, most profitable strategies. They particularly welcome outside guidance when it comes to a major donor ask. And you should too.

How could YOU benefit from a coach?

If you’re ready to truly supercharge your fundraising, your leadership, and even your career, now may be time for you to begin working with a coach.

A fundraising coach is invaluable, offering new points of view, out-of-your-box ideas, and ways to better manage and lead.

A great coach understands fundraising, donors, and your context. They will speak your language of raising money and changing the world.

Here are just a few examples of where an executive coach can help.

A coach can help direct your focus, time, and effort.

Do you find that your available time, budgets, or resources are s-t-r-e-t-c-h-e-d?

A coach can help you sharpen how you apply your time and effort to what needs to meet or exceed those fundraising goals.

I hear from fundraisers who unfortunately get sidelined by the “fires and fears of the moment.” A great coach suggests ways YOU can keep on track and just what to say to your vital work of asking moves forward.

A coach can offer fresh takes.

A coach may provide a new lens, fresh idea, or better perspective. Especially when considering next moves with a major donor or prospect.

A coach can draw on their lived and learned experiences from a career of fundraising, the latest trends, and what’s happening with donors now – moods, financial outlooks, and easier ways to give.

And if you’re working solo or in a small shop, a coach can offer new perspectives and a strong sounding board.

A coach can boost your fundraising success.

You may sometimes have great fundraising ideas but want to bounce them off an experienced professional. Is this a good idea or strategy? Or not?

Sometimes, you might want to explore ideas that have offered success to other nonprofits. A coach can talk through alternatives, suggest how to jump into new areas, or determine just how and when to speak with a decision-maker to ensure your ideas are heard.

(In fact, that’s why we started our Insiders professional education community – to provide the latest fundraising training, via curated education sessions from international experts every month. Live sessions are packed with content you could use immediately to strengthen your fundraising success.)

A coach can help design your career trajectory or transition.

Whether you enter the nonprofit space as a first job, a re-entry, or a new chapter, how do you get there from here?  What do you need to do?

Or, what happens when you finally land the Big Job – the mega opportunity of your career? You really need someone who has your back.

Talk with your coach about what to do. Your coach can help you determine how to handle every sticky situation. Your coach will guide you where you want to go and the steps to get there.

A coach can definitely help you become a better leader.

Do you consider yourself a leader? Whether or not you’re managing a team, you can stand out as a leader at any level.

When you are a good leader, you’ll be able to work effectively with those you report to, your colleagues, and those who report to you.

A coach can help with communication skills by helping you distinguish various work styles, so you can work with others most effectively.

Bottom Line: A coach is 100% focused on YOUR success!

I’ve helped many fundraisers and fundraising teams set a path to turn a long-time prospect into a donor, create new fundraising plans, and successfully raise funds. Even more, I’ve been a sounding board, guiding fundraisers to the best ideas and alternatives.

We are here to help you reach your highest fundraising success! Joining the Insiders will be a smart, cost-effective way to invest in yourself and your career.

We’d love to work more closely with you!

“Thanks, in part, to your advice, we raised $100,000 more last year than the previous year!” Chris L., Executive Director, Nations Ministry Center, Nashville, TN

“I became an Insider because I don’t know of another offering where an organization can get so much expertise at this price point.”
Kendall M., Chief Development Officer, Tennessee Wildlife Federation

“INSIDERS offers more resources, new ideas, and reinforces best practices. It’s the best move I made in my career. ” Becky B., Resource Development Director, Boys & Girls Club

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Donor Renewals: The Easiest Gifts to Close for Your Year-End Campaign

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Donor Renewals: The Easiest Gifts to Close for Your Year-End Campaign

Believe it or not, there is plenty of funding available right now for your cause. And, there are more than enough gifts out there for your year-end campaign this fall. Best of all, these gifts are the easiest to raise of all. So, where are these easy gifts? You can find them right in your donor files. Your easy gifts this year-end will come from donor renewals.

The Easiest Money to Raise: Donor Renewals

Just focus on your current donors – those lovely, generous, loyal friends who gave last year but have not given this year. These donors love you. They are your tribe. Don’t forget that they’ve already voted that they trust your organization by giving you their money. They’ve literally invested in your work. These passionate donors would love a warm invitation to join the cause again this year and bring more goodness and healing into the world.

Donor Renewals are Easy Asks

Remember, a renewal reminder is an easy ask. Because these donors are already in your community and are happy supporters of your cause, you can treat them like the insiders they are. Think of it like asking someone to come volunteer again – you helped last year, so come on and help this year too. Gently reminding them to renew their support is the easiest ask of all. But here’s an important caveat:  you have to treat them like friends. Don’t put them off by sending them a lofty, formal appeal letter. Would you send a formal letter to your own friend?

Donor Retention is the Name of the Game 

Donor retention for 2020 was 43.6% according to the Fundraising Effectiveness Project published by AFP Global. That means, overall, only around 2 out of every five donors renewed their gift in 2020. You need to go all-out to encourage your current donors to stay with you.

Here’s a format for organizing Donor Renewals:

1.  First, pull a list of donors who have not yet renewed their gifts.

Pull a report of everyone who made an annual fund gift last year but has not yet renewed – these are the people you will focus on for the next several weeks. Next, add up the dollar total of this list.  You might become concerned when you see just how much money is on the line.

2. Prioritize and segment your list.

Start by identifying the people who will be most likely to renew their gifts – they may just need a quick reminder. Or, you might decide to focus on your largest donors first – their renewed gifts could push your numbers up very quickly.

Remember, many of your loyal donors DO NOT know that they are about to lapse. They may think they’ve renewed their support. And, they may have simply forgotten.

So following up with them is simply the appropriate thing to do. Above all, it is not pushy or intrusive!

3. Connect with your donors. Ask them to renew.

For your higher dollar donors who have not yet renewed, try these strategies: Send Personal Notes: You could distribute the list to board members who are willing to write a personal note as a renewal reminder. Pick Up the Phone: Everyone on the entire fundraising staff could make personal phone calls reminding donors about renewing. Or, pull in a volunteer team. Send Personal Emails: Try crafting very personalized, individualized email messages to higher dollar donors. Remember – the more personal, the more attention the email will get.

Here’s a sample renewal script for email or letter:

Dear Ms. Donor, you are so wonderful to partner with us this year as a donor.  You have helped (bring hope, clean streams, stage amazing artistic performances, feed hungry people in our community, etc etc etc.) Thank you!  Thanks to you, (specific projects) have happened, helping to create (impact). I am writing you personally because our fiscal year will be ending soon, and we are hoping you’ll want to renew your support and remain a partner in our work.  We are asking people to renew their support xx amount to create xxxxx impact (or reach xxxxx people), and hope that you might want to support this work again with a generous gift.  The kids (or frogs, or elderly, or students ) need your help if we are going to be able to xxx (add more about impact here.). . .  Please take a moment right now and send in a generous gift to help xxxx happen.  

Bottom Line: Don’t let your current donors slip away. These are the easiest year-end gifts to close.

As always, it is a pleasure to share our weekly insights with you as we cover important fundraising strategies.  If your organization is planning a capital campaign or expanding your major gifts program – we can help. Send an email to coaching@gailperry.com if you’d like to schedule a free strategy call with us.

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Developing a Strong Zoom Presence

Remember last year, when it seemed like all fundraising activity converted to Zoom? What a challenge it was.

Did you have to scramble to master an entirely new set of digital and video tools? We certainly did!

Here’s the problem with zoom:  Your entire self-presentation is confined to one small box on the screen.

That means all your enthusiasm, personal power, energy, and joy are compacted into that tiny box. People draw all sorts of conclusions about you just based on how you are showing up.

Since many donors prefer Zoom these days, we think all fundraisers now need to sharpen up their zoom skills.

It’s not enough just to show up with good lighting on your face – there’s more to deal with than you realize.

I’ll be exploring this topic in a complimentary webinar that Beth Ann Locke and I are presenting next week. We’ll be laying out specific strategies that will help you and your team close more gifts this year-end – including asks on Zoom.

Closing Gifts in the New Fundraising Landscape: How to Ace Your Year-End Goals

October 5th at 3 pm eastern

You can find out more and register here.

We’ll share how this year’s donors have changed, what they want today, and how you can evoke their enthusiasm to close more gifts this fall – even on Zoom.

It’s time to strengthen your Zoom presence.

What’s a Zoom presence? It’s how you come across on the screen.

Your challenge, in the new Zoom world, is to so sharpen your presence that you can show up as the truly wonderful person you really are.

Think this isn’t important? Then consider this: We have literally decided not to work with someone, based on their zoom presence.

By the same token, this could happen to you with a donor!

Your Resting Expression. What Does Your Face Say?

Try watching news anchors who are interviewing people. You’ll frequently see their face resting, but still showing an expression of interest.  I read once that a news reporter said, “never let your face completely relax.”

With this in mind, try looking at your own face on a zoom call when others are talking. Do you “seem” interested? Do you appear to be engaged?  Or not? 

Moreover, what does your resting expression say about you? That you are a nice person? That you are secretly scared and nervous?

Even more, are you a smart, professional person?

I see too many people on zoom who seem tense, just because of their eyebrows. Do you want to discuss a major gift with someone who seems tense? NO.

What Does Your Zoom Background Say About You?

Who among us has not been fascinated by the backgrounds of sportscasters, news pundits, and regular people? Even more, who has not gotten completely distracted trying to decipher details about someone’s life from their background?

Unfortunately or fortunately, your background can brand you as someone who is rooted in the 80’s or ’90s, or someone who is with it, up to date on new ideas and charging ahead into the next decade.

(I decided to upgrade my zoom background – and even had a much more professional-looking bookcase for my office to show up on the screen. I’m hoping that it looks more professional to the world!)

Bottom Line on your Zoom Presence: Watch yourself carefully – and critically – on a recording.

What can you improve? Your expressions? Your lighting? Do you need to wear a brighter color, or a sleeker-looking shirt or top?

Brush up what you can, and you will feel more confident and enthusiastic when it comes time for important donor meetings.

And don’t forget to join our complimentary webinar next week: 

Closing Gifts in the New Fundraising Landscape: How to Ace Your Year-End Goals.

Hope to see you there!

As always, it is a pleasure to share our weekly insights with you as we cover important fundraising strategies. 

If your organization is planning a capital campaign or expanding your major gifts program – we can help. Send an email to coaching@gailperry.com if you’d like to schedule a free strategy call with us.

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Messaging in the New Landscape: Why Simple Storytelling is Not Enough

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A funny thing started happening with donors last spring. Remember last year when the world changed on us all?

The pandemic suddenly ended all fundraising events, meetings and VIP gatherings. Clearly, fundraising was going to have to shift immediately.

To make matters worse, “pandemic panic” was starting to break out among nonprofit leaders around the globe. People were worried about meeting their fundraising goals and, even worse, their entire operating budgets.

Of course, everybody wondered what to do. All the panicking fundraisers out there asked us a mission-critical messaging question: 

Should we really tell our donors what was going on financially?  

Here’s a happy story: one of our Major Gifts Intensive members wrote us because she was desperately worried about her organization’s budget – even its survival.  All the earned income that she was counting on had disappeared.  What to do? 

Here was our advice, and it turned out to be golden.

New Messaging Tactic: A Key Supporter Mailing List

We told her to pull a list of around 20 important donors and supporters of her organization. And we suggested that she simply send an email now and then to this group, sharing a personal update on how things were going.  

So, Elizabeth, our client, composed her list, included a few board members on it, and started sending monthly personal updates to this group.

Her goal was to keep these key supporters close and make them feel special – like insiders. There was no ask in any of her communications.

Results from the New Messaging: A $40,000 Gift With No Ask

Elizabeth called us one day, hardly able to contain her excitement. She couldn’t believe it! One of the donors on her list, out of the blue, had just sent a $40,000 unrestricted gift. Without an ask.

“We Love Your Transparency and Communication”

The donor simply said that he and his wife appreciated her work and “loved her transparency and communication.” They responded to her authenticity and liked that she was in touch with them often.  

She had succeeded because she made these donors feel special. 

Elizabeth and her team ended the fiscal year, well over budget. She shared with us, “our transparency with donors and trustees is the reason why we’ve done so well.” 

A $1 Million Gift, With No Ask!

In August, Elizabeth had more good news to share: 

“We had another donor stop by the office today – out of the blue.  She told me that she has put together a planned gift for our organization – of $250,000 per year for the next four years.This was all because of how we have handled everything during the pandemic and the exciting projects we have planned! 

I cried, she cried. This is incredible and will be a game changer for our organization. Ladies, this is largely because of the Gail Perry Team!!  Count us in for the Insiders and all the training you have in the hopper.  I’m more grateful to you all than you know.” 

What are your takeaways? Here are our three secrets of messaging in the new landscape – what you need to do now:

Messaging Tip 1: Do You Sound Authentic? 

You need to sound authentic – be sure that your communication does not sound stilted or institutional. No nonprofit jargon. No lofty mission-statement language. No acronyms. Please, no big words, long paragraphs, or complex ideas. 

If so, you fail the 2021 “authenticity” test. 

Messaging Tip 2: Are You Being Transparent About the Money? 

When you’re talking about money, you need to be completely transparent about what’s going on financially at your institution. However, that does not mean a sense of desperation or whining. 

It does mean being businesslike and frank. The best part of this is that when you are transparent, then the donor understands specifically how they can help. And that is a win!

Elizabeth said: “You CAN talk to donors about your financial position.”

Messaging Tip 3: Just How Friendly Do You Seem? 

Do you sound genuinely friendly? Like a nice person who cares a lot about this organization – and the donor?  

Is your letter or email personal and warm?  Being friendly means your communication can’t come from the institution itself. Instead, it needs to come from an individual. 

Bottom Line: Messaging needs to be different in the new fundraising landscape. 

Join our free webinar on October 5, to discover even more practical tips on reaching today’s donors and creating no-ask gifts.

As always, it is a pleasure to share our weekly insights with you as we cover important fundraising strategies. 

If your organization is planning a capital campaign or launching a major gifts program – we can help. Send an email to coaching@gailperry.com if you’d like to schedule a free strategy call with us.

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Using a Feasibility Study to Close Major Gifts – Without an Ask

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Using a Feasibility Study to Close Major Gifts – Without an Ask

What do you really want out of a feasibility study? Most nonprofit leaders just want to know how much they can raise. They want the feasibility study to tell them: is the campaign a go – or, is it a no go?

But are those the right questions to ask? Especially when you are considering investing a significant amount of time and money in the study alone?

With all that investment, wouldn’t you like to get more than just Yes or No?

Wouldn’t it be wonderful if you actually closed gifts, major gifts, lead gifts? What if you even found your campaign chair as a result of the study?

What Can an Expertly Crafted Feasibility Study Accomplish?

A great feasibility study can open your donors’ hearts and minds to all the wonderful possibilities your project might create. Even more, a great study allows your donors to get invested in how you might accomplish even more than you ever dreamed of.

Great feasibility studies can deeply engage your donors, warm them up about a potential gift, and encourage them to get involved on the ground floor. As a result, you can accomplish so very much – and move your campaign right along.

Include a Private Presentation to the Donors.

Here’s an opportunity not to be missed. What about staging a separate presentation of the Study Report just for the donors themselves?

You’ll find that the donors are quite curious about the results of the study. Moreover, they will actually show up at this presentation, because they’re intrigued. What’s best, is that they are starting to think about the possibilities of your campaign.

It’s a magic moment: there, in one room, are your potential lead donors, all discussing YOUR potential campaign with each other. What a special opportunity – all the VIP donors together, and you can just feel the energy.

It’s the ineffable power of “who is in the room.” Momentum for your campaign is growing, right before your eyes.

You will be there too, working the room, engaging with the donors to deepen your own personal relationships with these important philanthropists.

One-on-One Follow-up with Each Donor

We encourage our clients to personally call each donor who was interviewed.

Their job: thank the donor for participating, and ask the donor:

“What were your impressions of the feasibility study conversation?”

When you do this, you have a special opening to chat with your prospective donor about the entire campaign effort.

What will you get? Your donor will tell you what they think. Of your project. Of your campaign’s potential. About possible strategies to reach your goal.

They may share their own questions or concerns about your proposed campaign. The consultant interview prodded them to start thinking of all of this, and now you can pick up the momentum with the donor – and move things forward.

You can have a deep discovery call with the lead donors whose gifts can make or break your campaign. This strategy helps you gauge their enthusiasm –and find the pathway to a gift.

Using the Study to Literally Close Gifts 

As savvy consultants, we can gauge which donors are so enthusiastic that they might be ready for a Gift Conversation. So, at the end of a study, we identify those super engaged donors who seem ready to move right along.

Our clients are simply getting in touch with these donors, and asking the golden question:

“Is this a good time to discuss your support of our campaign?”

This simple question is literally causing donors to OFFER GIFTS without being asked.

We have one client who closed a six-figure gift the first time she asked this question. She was so floored that she phoned us immediately to celebrate.

Later she closed a gift in the mid-six figures. Without ever asking. With no formal ask.

This Golden Question is golden for many reasons:

  • It’s polite, because it asks for permission.
  • It’s donor-centered, because the donor feels in charge of the next step.
  • It’s not a pitch in any way, shape, or form.

The donor feels like they are a partner in the giving adventure, not the recipient of a carefully staged, awkward, scripted ask.

Bottom Line: You really can use an expert feasibility study to close major gifts.

We can help you with an expert feasibility study if you’d like. Just email us at gail.p@gailperry.com and we’ll talk about your campaign plans.

As always, it is a pleasure to share our weekly insights with you as we cover important fundraising strategies. 

If your organization is planning a capital campaign or launching a major gifts program – we can help. Send an email to coaching@gailperry.com if you’d like to schedule a free strategy call with us.

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Don’t Get Stuck in Endless Cultivation 

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Are you familiar with that feeling of endless cultivation with a donor? Let me tell you a story:

Over the past nine months, fundraiser Kim Washington has been diligently cultivating her #1 donor, Olive Robinson. 

Kim has zoom coffees with Olive. They have lunch. Even more, Kim makes sure Olive has regular email and phone contact and keeps her informed all the time. 

In the back of Kim’s mind, she keeps wondering. “Is Olive ready for a gift conversation? Have we warmed her up enough for an ask? It feels like I’m stuck in endless cultivation.” 

Bad News – The Donor Slips Away

One morning over coffee, Kim scrolls through her phone reading the local news. . . and mulling about her next contact with Olive. 

“Oh no!” Kim is aghast.

There, in the news, is a gift announcement from another nonprofit where Olive has just made a $2 million gift, in memory of her husband.

Alas. There goes Kim’s hoped-for major gift. Her donor slipped away. How could it be that Olive, who was so interested in Kim’s organization, would surprise everyone with a gift to that other organization?

Why Does Your #1 Prospect Suddenly Disappoint You? 

Here is why this happens fairly often in the world of philanthropy. It’s because the fundraiser gets stuck in “cultivation” and does not bring up the topic of a gift.  

In reality, most donors do not fit into a clear stage in the donor journey.  You can’t pigeonhole them.

We fundraisers limit ourselves by how we define these stages. 

Some donors may be willing and eager to make a major gift now, but fundraisers miss the signals, because they are defining the donor in a box.

Here’s how to move the donor from an endless round of feel-good conversations over into a discussion about their potential support. 

Escape Endless Cultivation – Move from Discovery to a Gift Conversation in 15 Minutes 

At Gail Perry Group, we are coaching our clients in a new approach with donors – one that helps to identify those who want to help with a gift right now. 

And let me just say that our clients are seeing remarkable results with this approach. Donors are coming forward early in the donor journey and wanting to make a gift right now. 

We have found that we can literally move a donor from a series of discovery questions – right into a gift conversation.

Here’s an example of a typical conversation flow:

Question One: “I’d love to know more about how you came to be a donor.“

When you are able to get your donor to share their Donor Story, you can really open the floodgates. You’ll find your donor probably has a deeply personal reason for supporting your work – something that resonates with their personal values of what is important in life. 

This is a powerful question to ask. Your job as a fundraiser is to sit tight, and perhaps say, “Tell me more.” 

Question Two: “I know you’ve been supporting our work for a long time. May I ask, what kind of impact do you feel that you are making through your giving?” 

By asking the donor to describe their feelings, you are helping the donor literally talk themselves into the idea of giving more.

Even more, your donor will tell you what you need to know at this stage. 

Question Three: “I can see that you are deeply committed to this work. May I ask, have you ever thought about doing something even bigger?”

With this question, you politely move directly into a Gift Conversation.

Now, you are using permission to place the issue squarely on the table with the donor. And remember – they are engaged, active, excited, and sharing more and more! 

Your donor just may say, “Wow, I never thought about that. And yes, I might actually like to make a bigger impact. Let’s talk about it!” 

Bottom Line: Don’t Get Stuck in Endless Cultivation

Here is the hard truth – don’t let yourself get stuck in endless chit-chat with your donor.

Instead, ask them why they give. Ask them how much they care. Ask if they’d like to get more engaged and make an even bigger impact.

As always, it is a pleasure to share our weekly insights with you as we cover important fundraising strategies. 

If your organization is planning a capital campaign or launching a major gifts program – we can help. Send an email to coaching@gailperry.com if you’d like to schedule a free strategy call with us.

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Capital Campaigns: Three Secrets of Success

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Is a major capital campaign on the horizon for your institution? Do you feel a little overwhelmed because, as you know, campaigns can be a heavy lift? Would three secrets to success help guide you in the right direction?

Our goal is for campaign clients is to get focused in three key areas that will set them up for a campaign that brings in extraordinary fundraising results. 

Three Secrets of Success

1. Begin your planning with a deep prospect analysis.

The major gifts in a campaign always come from a very few people. We are seeing as much as 95% of the money coming from only 5% of an organization’s donors. 

Even more, the success of capital campaigns is always built on a small number of large gifts.

So one of our key success secrets is to analyze prospect data early in the game. 

We recommend that all campaign planning begins with a wealth screening on your donor database. This enables us to identify our clients’ sleeper prospects. Those are the wonderful donors who are passionate about the cause – and who have significant wealth.

Most importantly, the screening allows us to organize the prospect pool using our Campaign by the Numbers approach.  This means you will work with the right prospects at the right time yielding optimal results. 

This deep analysis and organization of your campaign prospect pool is THE essential activity for the campaign planning stage.  

2. Use a conversational approach with donors.

Once the priority donor prospects are identified, we recommend that our clients start spending quality time with them. These are very special people who believe in the cause – they often are happy to learn more about the work and engage more deeply. 

But how do you really engage a donor? 

Many people think their goal is to “present” to a donor. They spend hours crafting laborious pitch decks about their institution’s work, so they can “wow“ their donors. 

That’s not it at all. The best way to engage a donor is to get them talking about WHY they care.

The fundraiser’s job is to find out what makes the donor tick. What does the donor want to do that your organization can help them achieve?  We call this approach “listening your way to a major campaign commitment.” 

We teach our clients an approach that we call the Conversational Ask. And, you can move directly into a Conversational Ask with a donor at almost any time. That is, if you know the right questions to ask! 

Involving and engaging these top prospective donors early is literally the key to successful campaign fundraising.  You are creating true partners – donors who are invested in your institution’s success and want to help.

3. Go slow to go fast.

Often board members and/or executive team members don’t understand capital campaign strategy. They don’t understand why we go very slowly and silently in the beginning. 

Organizational leaders often ask: “Where is the money?” “Why aren’t we out in public yet?” “Where are the balloons and parades?” “We want events and hoopla!”

In fact, being out in public too early could hurt you.

We strongly recommend a careful strategy of going slowly in order to go faster later. 

Early in the game, you engage privately with those very few potential lead donors, laying the groundwork and involving them. This takes time, and it might be the most important activity in the entire campaign.

Organizing a campaign is like setting up dominos: take your time to enlist the right volunteers and to engage the right major donors. Take all the time you need to secure the support of key influential leaders. 

Then, when all your ducks are in a row – so to speak – or the dominoes are all lined up, you’ll be amazed at how quickly everything can move forward. Because you took the time to deeply involve key donors and leaders, doors that were once closed will fly open for you. It’s because the right person knocked on the door. 

Bottom Line: Use These Three Secrets for Capital Campaign Success

All smart major gift fundraisers understand this strategy. As consultants – one of our key goals is to help our clients’ leadership teams understand and embrace this approach. It’s the winning approach every time!

As always, it is a pleasure to share our weekly insights with you as we cover important fundraising strategies. 

If your organization is planning a capital campaign or launching a major gifts program – we can help. Send an email to coaching@gailperry.com if you’d like to schedule a free strategy call with us.

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Creating a Donor-Centered Case Statement

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Just how difficult is it to create a donor-centered case statement? One that your donors will love?

It’s challenging, no doubt. Our clients ask us often to help draft vision statements for feasibility studies and case statements for their capital campaigns. 

Since this seems to be a challenge for organizations large and small, we wanted to share some expert guidance in this post. 

What’s Wrong with Many Case Statements

Often, there’s too much bragging about how great the organization is, and not enough exciting copy about the vision and the future. Too many cases are missing the important stuff – what they want to accomplish. How they want to change the world. 

The other day, I pulled out some notes from the late great Jerry Panas on developing a case statement. It’s pure gold. 

You may or may not remember Jerry Panas, but he was a mentor for me, and a fundraiser/consultant extraordinaire. He wrote numerous books, and I always liked his natty dressing style, down to the cufflinks.

Here are Jerry Panas’ suggestions for developing your case, along with our own suggestions as a guide as well. 

How to Create a Donor-Centered Case Statement that Your Donors Will Love

1. The case statement opening. Your first paragraph should seize the reader, and mesmerize them to think about how they feel about your work. 

It should say to your readers: “Let me take you by the hand . . .. there is something very special I want to share with you that is going on at our organization.“

We suggest: Open with your vision of a better world. Describe, in glowing terms, what it will be like at the end of your campaign. What will you be accomplishing? How will the world be a better place? What is the vision of possibility that you are offering to your donor? 

2. Instead talk about the important investments needed to make this happen. Use words like dividends and impact. 

We suggest: Never talk about what you “need.” Never say “we need your help.” You can say the kids need your help, or the (patients/students, dancers, animals) need help. Not your organization needs help. 

3. Tone. Be friendly, not highbrow, if you want to create a donor-centered case statement.

Our take: We are tired of seeing lofty, complex, formal writing. Today, fundraising writing has changed. The best writing is more informal. No policy-speak allowed. No lofty metaphors that are hard to understand.  

4. Unique Factor. Be sure to show how you are uniquely positioned to meet this urgent need head on – no one else does what you do. Try to burn yourselves into the donors’ hearts and minds. 

We suggest: Help your donor understand that your organization uniquely has the capacity and power to make this happen. 

5. Urgency. It’s not about your organization, or your track record of accomplishments. It’s about the urgent need out there that you will address. 

Enforce the urgency: use the word “now” often. Be dramatic, emotional. Answer the question, “Why Now? Why this project?” 

We suggest: If your case doesn’t give solid reasons for why we need to act now, then you are creating a weaker document. You are missing a key opportunity to galvanize your supporters.

6. Images. Use lots of images. Photographs should make the reader see and feel the results of your work. 

Our take: We like to use photographs that evoke emotion. Your pictures can convey your work sometimes better than words can. Use close ups of faces. Images with bright colors “land” better in people’s minds. 

7. Excitement. Close it out with repeated dreams, passion, wonder and celebration. 

We suggest: Your case statement should play on the emotional side of why this is important. Help people feel the possibility of a better future – one that they can help create.  Your passion and excitement for the work should show all through the document. 

Bottom Line: Creating a Donor-Centered Case Statement

Use these tips to guide your writing.  You’ll create something magical that will inspire donors to open their hearts and help your cause right now.  

As always, it is a pleasure to share our weekly insights with you as we cover important fundraising strategies. 

If your organization is planning a capital campaign or launching a major gifts program – we can help. Send an email to coaching@gailperry.com if you’d like to schedule a free strategy call with us.

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3 Reasons Capital Campaigns Lose Their Momentum

3 Reasons Capital Campaigns Lose Their Momentum

There is really nothing more painful than a capital campaign that loses its momentum. It’s a sad situation – the institution is out there in public with an important initiative, a very public goal, and major gifts designated toward the goal.

Yet the energy of the campaign has fizzled out. How will the organization go forward, when everyone is tired, no more donors are coming forward, and there’s little progress towards the goal?

It’s a very difficult situation to turn around because the energy and momentum are gone. The lead donors have been approached, but they made disappointing smaller gifts.

What now? Don’t let this happen to you and your campaign!

Here are three key reasons we see capital campaigns start to stall in mid-stream and lose momentum:

1. The rush to begin asking can hurt your campaign’s momentum.

We all know that the heavy lifting in a capital campaign starts at the very, very beginning. There’s much work to do long before we even think about asking for gifts.

The very first thing we do is evaluate our fundraising capacity – do we have the donor prospects to reach our hoped-for goal? We begin with a deep evaluation of our donor files to identify the most likely donors for the upcoming campaign.

In addition to researching our donor prospects, we prepare by enlisting important volunteers to help lead the campaign and provide credibility, stature and influence to our initiative. Another important early step is to test out our campaign case and proposed projects with potential donors to find out where they stand.

Smart organizations develop trusting relationships with a consulting firm, and initiate a feasibility study to find out how donors feel about our upcoming campaign.

All of these vitally important steps go into setting a winning campaign strategy.

When there is a rush to imply “get going,” and get some initial money in the door, then you are forced to skip over the most important strategic steps of all.

Takeaway: Lay the proper groundwork for your campaign and don’t lose momentum. Don’t let an eager board or CEO rush the campaign planning process. Rushing now will make everything take longer in the end. 

2. The Board is not in full agreement about the campaign plan.

Occasionally, board members are not all aligned with the organization’s plan to expand, build or grow. Some board members who are not familiar with big ticket fundraising may stonewall because they do not understand the strategy, or may feel intimidated by the numbers.

In other cases, we’ve seen board members argue among themselves about the specific plan for expansion. It’s really impossible to gain momentum when part of your support team is dragging their feet.

When the board is not fully aligned, the division and discord is a huge distraction for already stressed staffers who are trying to move forward. This type of background chatter can make a campaign run aground, even before it starts.

Takeaway: Take the time to help your board come to agreement about the path forward.

3. Campaign prospects turn you down because they are not ready to discuss a gift.

Oh dear. You’re approaching major campaign prospects for 6 and 7 figure gifts – but they say they’re not ready to discuss a gift. Clearly this means that you are trying to move too quickly to the ask.

This is what happens when planning and preparation are rushed. Most donors have to be engaged and warmed up prior to a big ask. It’s so important to take the time to bring them into the campaign process and make them feel like insiders.

Even worse, if you are skipping the discovery and qualification process with your key donors, you could be shooting yourself in the foot. If you skip this basic donor research, you may even approach the wrong people – donors who simply are not that interested.

Moreover, when you ask for a gift too soon, you may even damage your relationship with your donor. You certainly don’t want them to feel this is an affront, which can happen if you try to rush them.

Take away: Take the time to cultivate your important lead donors – and don’t ask until they are ready.

Bottom Line: Create momentum in your campaign.

A smart consulting firm can help you lay the proper groundwork and set up your campaign to sail smoothly toward your goal.

We can help. Let us know if you’d like a free campaign strategy call – just send an email to coaching@gailperry.com with the subject line “Strategy Call.”

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