I often encounter people who seek to raise major gifts for worthy nonprofit causes. And some believe all that is involved is chatting with wealthy prospective donors. But the process of inspiring the trust of potential funding partners is much more involved, and it can take months – even years – to gain access to them for a meaningful fundraising “chat.” Even then, after the “ask” takes places, it may take months of research and deliberation on their part (and on the part of their professional advisors), before a decision to donate is made.

What kinds of things can impact major gifts that you might not expect?

• I have known a nonprofit groundskeeper to inspire a $1 million endowment gift, simply by taking the time to walk with and talk to someone who – unknown to them – was capable of massive generosity. Everyone on staff can make a difference.
• I have witnessed frustration on the part of a donor during a prior major gift campaign when they called the office and could only speak with a secretary, rather than the capital campaign coordinator. Major gift fundraising requires constant attention by the staff person in charge. Giving decisions can be made or not made based upon a donor’s most basic experiences with staff.
• I have watched volunteers capable of seven-figure gifts work very hard and thoughtfully alongside staff at all levels, doing routine and fairly mundane tasks. And the staff had no idea of their capability. Take care of your volunteers!
• I have had a few nonprofit volunteers walk over to my desk where I was quietly working and tell me they would like to make five- and six-figure donations. I had no idea they were capable of such gifts. Sometimes elaborate cultivation strategies are unnecessary. What is necessary is their seeing good work being done and knowing you are being diligent about it.
• I have seen completely “bombed-out” capital campaigns where the community, its civic leaders, and the local philanthropic community actually hated the nonprofit. And within six months, I’ve seen them change their minds and donate substantially. Big mistakes can be repaired but it takes work.
• I have seen expensive consulting firms conduct feasibility studies for nonprofits and report that there is little or no hope of raising major gifts. This is even though some of the wealthiest people in the United States own property in the neighborhood, and they occasionally attend events hosted by the nonprofit. Be careful about consultants.
• I have seen a $25 annual donor turn into a $5 million capital campaign donor. Research, cultivation, and patience win the day.
• I have heard nonprofits say they only have a few donors and they wring their hands, fearing they can raise very little in the way of major gifts. But I have reviewed their modest donor and prospect lists, and I have found a billionaire or two, and some donors with connections to foundations and corporations. Again, quiet, thoughtful research matters.
• I have seen donors look at a nonprofit website and determine solely from that (and perhaps also a lackluster Facebook page), that the nonprofit is primitive and doing nothing much at all. But, the nonprofit has been busy doing other, very important things. Appearances online matter.
• I have also seen donors look at an all-volunteer nonprofit’s Form 990 (tax return), and because they have little income and expenses, say they aren’t sophisticated enough to handle a major gift. But then, being inspired nonprofit entrepreneurs, they got all their work done for years, and all their materials donated, free of charge. Surely, this kind of deep commitment and entrepreneurial spirit must count for something. Donors must look beyond the Form 990. Yes, tax returns are important. But they don’t tell the whole story.

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So, major gift fundraising has taught me that chatting with prospective donors during social occasions is perhaps 5% of the total work involved.

As we move forward in this complicated, multi-faceted world, consider these things. Everyone on both sides of the table need to be a little more flexible and forgiving. Nonprofits must realize staff members at all levels of the organization matter: they can have tremendous influence (positive and negative). Major gift fundraising is not just an elitist “schmoozing” exercise. And volunteers matter. A lot. Nonprofits must also do more research and major gift campaign managers need to be more, “hands on.”

Best wishes for your fundraising success!

Carolyn M. Appleton