Major Gift Calls: Get What You Came For
What should you do when someone gives you $250,000? Well, that depends on who it is, how much was asked of them, and why they gave it to you! The answer to this question varies with the circumstances surrounding this major gift call. Obviously, no matter what the circumstances, you want to thank this person profusely and to let them feel your genuine gratitude. There are many instances, however, where the best, most sophisticated solicitor—the one who always gets the larger gifts—is going to do much more. They are going to ask them to double that amount.
Why Preparation is Key
Proper preparation for any major gift call is essential. For your largest gifts in any campaign, those upon which you build your foundation, it becomes even more important. Thorough preparation serves many purposes. It makes the solicitors feel more comfortable and effective and helps the solicitation team divide their responsibilities carefully and transparently. Planning and preparation gives you time to anticipate the prospect’s response and to plan your timely and effective reaction.
Assuming you have identified a qualified prospect, cultivated the best relationship that you could in the circumstances, and done the best prospect research you can, you are in a position to make an educated request at the very highest level you think the prospect is capable of giving. You have identified the best possible solicitors, both of whom share good relationships with the prospect as a fellow board member and the CEO of the charity. Now, your fundraising team will meet to discuss the roles and responsibilities of each solicitor and to review the range of responses and the most effective responses.
Your Fundraising Team Meeting
Determine who will open the discussion, who will outline the case, and who will articulate the request. Don’t spend time worrying about what your potential donor might say. All answers can be funneled into one of only four categorical responses, The first three responses are very easy to deal with. Focus on the fourth possibility and how to handle that effectively!
The Four Possible Responses
- “Yes!”
- “No.”
- “Maybe, but that is an awful lot of money and I need some time to think about it.”
- “I doubt I can do that, but I could probably do this. Would that be enough?”
Yes and no are handled with a thank you and a goodbye. “Maybe” is also handled easily by thanking and encouraging them and setting up a time to follow-up. It is the fourth response, “not this, but that,” which separates the fundraising pro from the collector.
You should always be prepared to handle a prospect’s offering you a portion of what you came for graciously, and as a part of the major gift call. What do you do when offered $250,000 by an anxious prospect when you have come, proposal in hand, to ask for $500,000? This happens often, as the more sophisticated donor knows they can take unsophisticated solicitors off-guard and save lots of money this way.
Asking for a Larger Gift
If you know that they could give the larger gift, $500,000 in this example, you should have a joyful celebration with flattering, exciting words.
But, after the excitement dies down a bit, the leader of the solicitation team should say, “Wow, isn’t this great! We are thrilled to have you involved and ecstatic to know you want to play such a prominent role. If I can catch my breath, I would like to ask if you might withhold your decision at this time. Would you take some further time to evaluate it and see if you can find a way to give the entire $500,000, even if you need a few extra years to pay this pledge? We have so few potential givers at this level and we really need your help.” Encourage your prospect to take time to think about this larger gift and set a time to meet.
CDS has been a leader in nonprofit fundraising for the past three decades. Contact us for more intensive help with your major gift fundraising, strategic planning, or in preparing for a capital campaign.