One way to diversify and grow a nonprofit’s financial model is to attract more major donors. And I’m not just talking about major individual donors. Major donors are individuals, foundations or corporations whose gifts to a nonprofit are solicited and stewarded in a one-to-one, as opposed to a many-to-one, relationship.
But you won’t find them by chance. You find them by creating a thoughtful, systematic plan.
The Social Velocity Attract Major Donors Step-by-Step Guide helps you create a plan to secure more major donors. Typically major donor campaigns are undertaken by larger, older nonprofit organizations. But I believe that any nonprofit can turn their board and staff into an army securing larger gifts for their organization.
Here is an excerpt from the Social Velocity Attract Major Donors Step-by-Step Guide…
Attract Major Donors
What constitutes a major gift varies by nonprofit organization and depends on the size of the organization and the depth of their donor base. A major gift could be as little as $100 for a small, grassroots organization and as large as $1,000,000 or more for a large, established organization.
The first step in your major donor campaign is to determine how much you think you can raise from major donors in the first year of your campaign. In order to get at that goal you need to:
- Define a major gift level for your organization
- Analyze your current major gift activity
- Determine what investments in fundraising infrastructure you are going to make this year
Let’s take these one by one.
Defining a Major Gift for Your Organization
A major gift is a giving level at which you currently have a few donors, but the vast majority of your donors are below. So for example, if you currently have a handful of donors at or above $500, but most of your donors are below $500, $500 would be a major gift for your organization. Keep in mind that the major gift level for your organization can change over time as you bring in more donors and they start giving at higher levels.
Analyzing Current Major Donor Activity
Once you know what a major gift is for your nonpro!t, you will want to review how much you are currently raising at and above that level and from whom. Pull a report from your donor database that lists all gifts over the past 2-3 years at or above your major donor level. This will give you an idea of how much you currently bring in from major donors.
Determining Your Fundraising Infrastructure Investments
Your major donor goal depends in part on the resources you will devote to the major donor campaign.
- Do you have any plans to invest in your fundraising infrastructure? Do you plan to hire a Development person to focus on major gifts, or add other position(s) in order to free up current fundraising staff to focus on major gifts?
- Do you plan to upgrade your donor database to be more functional and efficient?
- Will you create marketing materials for major donor prospects? The fact that you are putting together this major donor plan will ensure some gains in major donor activity because strategy itself is a great resource investment. If you plan to invest in the backend of your major donor fundraising effort, you can expect to see some gains in major donors.
Once you have these three elements, you can determine a reasonable goal for your first year of a major donor campaign. It should be an increase from what you discovered in #2 above, and that increase is dependent upon how many changes (#3 above) you are willing to make to how you are currently securing major donors.
Once you’ve determined your major donor goal for the coming year, you will want to create a gift range chart that breaks that goal into goal into gift amounts, # of donors, and # of prospects so that you have a sense of what it will take to get to your goal…
To read more, download the Attract Major Donors Step-by-Step Guide.
And you can view all of the Social Velocity Step-by-Step Guides here.
Photo Credit: Chris Potter
It becomes increasingly obvious to me that the nonprofit sector suffers from a lack of confidence. Centuries of being sidelined as “charities” while the real work of the world (business) took center stage has made the nonprofit sector continually apologize for the work they do and how they do it.
Nowhere is this more true than in the financing of their work.
But for the nonprofit sector to start to demand a seat at the big money table, nonprofits must stop apologizing for needing money. To truly begin to use money as a tool, nonprofit leaders have to stop regretting their need of it and start demanding that they receive enough and the right kinds of money to successfully accomplish their work, which is the topic of today’s installment in the ongoing Financing Not Fundraising series.
Note that this post is included in the recently released Financing Not Fundraising, vol. 3 E-book.
You can’t simply decide to stop feeling bad about asking for money. Instead you have to find the confidence to identify and secure the right financing for your work.
Ask for Change, Not Your Organization
You shouldn’t be asking for money for your organizational needs, rather you should be asking for money as a vehicle to help your organization create social change. Everyone is uncomfortable when asking for a handout. If instead you are asking for resources to make positive social change, which a donor cares about, it is much more powerful, compelling and confidence-inspiring.
Find the Right People
It surely can be awkward asking for money if you are asking the wrong person. Don’t fall into the trap that many nonprofits do by thinking that anyone with money is a potential donor to your nonprofit. People give based on values, therefore you only want to target people for whom your mission and your work resonate deeply. No matter who your target is (an individual, a foundation, a corporation) think about whether they have the Capacity to give at the level you need, have a Connection to someone at your nonprofit, and have a Concern for your nonprofit’s mission. Being strategic about who you are targeting makes you much more confident when you finally make the ask.
Tie Money to Your Goals
If you know as an organization what you are trying to accomplish and how much that will cost, you will have much more confidence asking for money. Instead of just asking for money, you will be asking for the financing necessary to accomplish your strategic goals. If you have a smart organizational strategy you can confidently ask a potential donor to invest in a solid, well-thought out plan for creating change to a problem they care about. And that’s much less awkward than asking someone to just give, right?
Take Out the Middle Man (or Event)
So many nonprofits sidestep the awkwardness of asking for money for their mission by holding a big gala event instead. The thinking is that if they camouflage the ask inside twinkly lights, great music and food, and a loud band that people won’t mind opening their wallets. Aside from the very real fact that you are leaving money on the table, events simply enable the lack of confidence I am describing. Instead of feeling so guilty about asking for money that you run your board and staff ragged by staging a huge event, take out the middle man and identify, cultivate and solicit donors who truly care about your work and will give more significantly through a major donor campaign.
Share Your Results
If your nonprofit is truly creating social change, then you can very confidently ask others to join you as partners in making that change continue to happen. Collect, analyze and share the results of your nonprofit’s programs. Demonstrate the change that you are creating and that donors care about. With solid results to point to, you can confidently ask other people to invest in your successful work. At the end of the day, if your nonprofit is creating positive community value then you should confidently be asking for the money necessary to make that value grow.
Stop apologizing for needing the financing necessary to do the work and start finding and confidently inviting interested investors to partner with you. In so doing you will be moving your nonprofit from fundraising to financing.
Photo Credit: myguitarzz
It used to be that a nonprofit leader receiving a check from a donor would smile politely, say a big “Thank You” and go on her way. But just as (seemingly) every aspect of the world as we know it is changing, so too is philanthropy. We are starting to question long-held assumptions about how money is given and how it should be spent.
As a nonprofit leader, if you want to start securing and using money in a more strategic way, if you want to move from fundraising to financing, you need to bring your donors along with you.
It is up to you to enlighten your major donors about how they can use money more effectively. So that instead of being merely the recipient of your donors’ largesse, you become a true partner in putting their money to work for real social change, which is today’s topic in the ongoing Financing Not Fundraising blog series.
The Financing Not Fundraising blog series encourages nonprofits to move from the exhausting hamster wheel of fundraising to a long-term, sustainable financing strategy for their work. You can read the entire series here.
We simply can’t sit around and wait for philanthropists to suddenly understand the hurdles nonprofits face. So the next time you meet with a major donor (an individual, foundation or corporate donor with whom you have a one-on-one relationship), make time to have a deeper, different conversation aimed at enlightening them about the realities you face.
Here are some ways to start that conversation with your donors:
“Overhead Isn’t a Dirty Word Anymore.”
The notion that “overhead” expenses, like administrative and fundraising costs, are unseemly in the nonprofit sector is becoming antiquated. Instead there is a growing effort to evaluate nonprofits based on the results they achieve, not the way they spend their money. And effective nonprofits need strong organizations behind their work. Take some time to educate your closest donors about this growing movement to support all aspects (including staffing, systems, technology) of a nonprofit organization.
“These Are The Hurdles Standing In Our Way.”
Let’s face it, most nonprofits struggle with some key organizational challenges. Perhaps you struggle to secure sustainable funding; or you can’t recruit and engage an effective board; or you want to grow, but lack an effective growth plan. Whatever your challenges are, start being more open with your funders about those challenges. It is a risky conversation, to be sure. But I bet that your long-term funders have probably already recognized some of those roadblocks, and your open and honest approach to facing them might start a new conversation about solutions.
“Here Are Some Solutions to Those Hurdles.”
You don’t want simply to tell your donors a laundry list of woes. As my mother always said “Don’t come to me with your problems, come to me with your solutions.” So before you tell your close donors what is holding you back, do your research about how you might overcome those hurdles. If you struggle to bring enough money in the door, perhaps a Financial Model Assessment could help. If you can’t effectively track and communicate with donors, you may need new technology and systems. If you don’t have enough staff to grow your programs, analyze the additional expertise you need and calculate how much it would cost. Put together a thoughtful plan for how you can overcome the obstacles you face.
“Here is How You Can Help.”
Which brings me to the key conversation you need to have to enlighten your donors. You cannot execute on a change plan if you don’t have the resources to do so. That’s where your key donors come in. If you’ve spent the time educating them about organization-building, the key obstacles in your way, and your plan for overcoming those obstacles, then the next logical step is to ask them for help. If you have invested them in the need and direction for change, you are ready to ask them to invest in the solution.
I know it’s difficult for nonprofits and their major donors to have open and honest conversations. But we will never move forward if nonprofit leaders don’t start initiating some difficult, but potentially game-changing conversations with their donors. Indeed, effective social change depends on it.
A new report from the Dorothy A. Johnson Center for Philanthropy and 21/64 gives us the first real glimpse into the minds of the next generation of philanthropists, and it’s fascinating. These are not your father’s philanthropists. Millennial and GenX donors (wealthy individuals, or individuals who will inherit wealth, born between 1964-2000) will control more philanthropic dollars than any previous generation. And more importantly, they think about giving in very different ways than their parents or grandparents did. Which means nonprofits need to pay attention.
This next generation of philanthropists is so critical because it’s estimated that $41 trillion will transfer from the Baby Boom to these next generations in the next 40 years. And since much of this wealth could become philanthropic, some have predicted “a new golden age of philanthropy.”
But it’s not just the unprecedented wealth that makes this new generation of philanthropists so important, it’s the fact that they want to fundamentally change philanthropy. According to the report: “They want to make philanthropy more impactful, more hands on, more networked.”
The key findings from the report are that these NextGen donors are:
- Focused on Impact. “They see previous generations as more motivated by a desire for recognition or social requirements, while they see themselves as focused on impact, first and foremost.”
- Giving Based on Values. “They fund many of the same causes that their families support and even give locally, so long as that philanthropy fits with their personal values.”
- Looking to Be Engaged. “Giving without significant, hands-on engagement feels to them like a hollow investment with little assurance of impact.”
- Paving Their Own Way. “While they respect their families’ legacies and continue to give to similar causes and in similar ways as their families, they are also eager to revolutionize philanthropy.”
This report is further proof of the major trends changing the nonprofit and philanthropic sectors. Given where the sector is heading, there are three things nonprofit leaders should understand and embrace:
- Outcomes are here to stay. In order to compete for funding you must be able to prove the results of what you are doing, what change you are creating. NextGen donors are doing their homework and want to understand what impact their dollars will have. To stay relevant, you need to start by creating a theory of change and then figure out how you can being managing to outcomes.
- Giving has gone social. NextGen donors rely heavily on their social networks to make decisions, including their giving. And they offer their knowledge of worthy causes to their friends as well. So if you aren’t part of the social network you will be left behind. Start to open your organization to become a networked nonprofit and watch your support and influence grow.
- Donors are more than a checkbook. This next generation of donors doesn’t want to just write a check, have their name on a wall and be done with it. They want to really get to know the causes in which they invest. And the word “invest” is an apt one. These donors want to give money, time, mind-share, networks to things they believe in. And if you can employ that passion and investment effectively you will get so much more than just dollars. So figure out how to engage donors in much deeper, more meaningful ways.
This is a really exciting time for philanthropy and ultimately for the nonprofit sector it funds. But it’s up to nonprofit leaders to understand these fundamental shifts and adapt accordingly.
Photo Credit: www.nextgendonors.org
Amid increasing competition for dollars, it is more critical than ever that nonprofits explore new opportunities for money. To help in this effort, I am delighted today to announce our newest step-by-step guide Attract Major Donors, which joins our growing list of tools to help nonprofits grow and become more financially sustainable.
This guide helps small and mid-sized nonprofits create a strategy for securing major donors–those wealthy individuals, corporate leaders or foundation officers who you get to know on an individual basis in order to convince them to invest in your organization.
What constitutes a major gift varies by nonprofit organization and depends on the size of the organization and the depth of their donor base. It could be as little as $100 for a small, grassroots organization and as large as $1,000,000 or more for a large, established organization. But this guide will help you determine that and much more.
Typically major donor campaigns are undertaken by larger, older nonprofit organizations. But I believe that any nonprofit organization can turn their board and staff into an army that can secure larger gifts.
Which is why I created this Attract Major Donors Guide. The Guide gives you concrete strategies for how to:
- Get your board involved
- Organize your staff
- Find prospects
- Establish a major donor fundraising goal
- Ask prospects for gifts
- Thank donors
- And much more
At the end of each section of the guide, the “Your Major Donor Plan” part walks you through a series of questions or tasks. Your answers there become the basis for your final Major Donor Plan. Your plan will organize your staff and board to raise major dollars for your nonprofit.
This Attract Major Donors Guide is broken into the following sections:
- What is a Major Donor?
- How to Use This Guide
- Major Donor Goal
- Finding Prospects
- Moving Prospects to Donors
- Staff and Board Roles
- Building Fundraising Infrastructure
- Operational Plan
- Next Steps
My hope is that this guide shows small and medium sized nonprofits that major gifts are not out of the realm of possibility for them. To the contrary, major gifts could be the missing link to a bigger, better, more effective organization.
For most small and medium sized nonprofit organizations there is a huge untapped revenue potential in individual donors. But, as this month’s Reader Question pointed out, many nonprofit leaders don’t know how to find those donors.
And many others don’t realize that individual donor dollars are a much bigger opportunity than foundation grant dollars are. When I speak to groups of nonprofit boards and staff, they are often shocked when I reveal how money flows to the nonprofit sector. Thinking that foundation grants are the holy grail of funding, many nonprofits hire a grant writer and spend countless hours and resources chasing highly competitive grants. But the fact is that barely 2% of the money flowing to the nonprofit sector comes from foundations. A much larger portion, over 11%, comes from individuals.
Individual donor fundraising can help diversify a nonprofit’s funding picture, and major donor fundraising in particular, which requires a one-on-one relationship building model, can be a great way to systematically expand a nonprofit’s network and funding. It is also the highest and best use of a board member’s fundraising time.
To help nonprofits understand individual donor fundraising and how to get their board and staff moving in that direction, the next webinar in our ongoing webinar series focuses on how to bring individual donors in the door.
The “Finding Individual Donors” webinar will give you tools and strategies to:
- Define a major gift for your organization
- Use social media to connect with individual supporters
- Create events that resonate with individual donors
- Identify prospects
- Engage your board in individual donor fundraising
- Create a system for engaging individual donors
- Launch a major donor campaign
- Break an individual donor dollar goal into pieces to make the goal achievable
If you want to attract individual contributors to your nonprofit, but don’t know how to get started, or if you would like to expand the individual donors you already have, this webinar will show you how.
Financing Not Fundraising: Finding Individual Donors
On Demand Webinar
The registration fee will get you:
- A link to a recording of the webinar, which you can watch as many times as you like
- The PowerPoint slides from the webinar
- The ability to ask additional follow-up questions after the webinar
Photo Credit: HikingArtist.com
Last month I launched a new regular series on the blog called Reader Questions. I receive so many great questions from readers that I decided that at least once a month I would pick a reader’s question to answer. It can be about anything related to nonprofits, social entrepreneurship, boards, financing, fundraising, social innovation, philanthropy, you name it.
This month’s question comes from a nonprofit leader in Hong Kong. But his question is universal:
Congratulations on this great idea! Also for the excellent training given by your Webinars. I have one question–I am working in Hong Kong in a charity. Our goal is to organize a fundraising office here. As you may know, Hong Kong is a place where most of the people speak Cantonese. I speak English, and my staff is very limited–we are two. We are trying to develop our major donor program but it is quite difficult for us to expand and grow our portfolio of major donors. Any advice about how to expand our major donor list?
Thank you for your answer.
This is a great question and one on the minds of many, if not most, nonprofit leaders. Major donors can sometimes seem to be the holy grail of the nonprofit world. In order to expand your major donor list, you need a network of more than just you and your fellow staff member. The first place to look is your board. If correctly trained and successfully integrated into an overall major donor process, the board can instantly expand your network, your knowledge base and your ability to secure major gifts. And especially in your case, they can expand your ability to reach beyond your own language and cultural networks.
There are several steps to finding major donors for your organization.
- Define a Major Gift. Your organization’s major donor level completely depends on the size and capacity of your current donor base. A major gift for a nonprofit is a level at which you have a few donors, so it’s not outside the realm of possibility, but most of your donors reside below that level.
- Create a Goal. Once you have defined a major donor level you need to develop a major donor goal. How much are you currently raising at and above the major donor level you have just defined? What level of investment are you willing to put into this effort (additional staff, materials, database, etc)? Given that investment how much do you think you can grow those major donor gifts in this first year?
- Break the Goal into Pieces. If you want to raise, say $100,000 from major gifts in the first year, you need to determine how those gifts will come in. You should get a lead gift of 10-20% of the goal, so your lead gift would be say $15,000. And then develop gift amounts at each levels below that, $10,000, $5,000, $2,500 and so on. You determine how many prospects to ask by the rule of thumb that it takes 4 asks to get a yes.
- Create a Prospect List. Prospects must meet 2-3 of the three “C”s: 1)The Capacity to give a gift at or above your major donor level 2) A Concern, or interest in your mission and 3) A Connection to someone at the organization. So don’t just put together a list of anybody and everybody, work with your board, friends, other donors to the organization, staff, volunteers to brainstorm names of people who fit 2 or 3 of these criteria.
- Begin to Cultivate. Once you have a list of people who meet 2 or 3 of the Cs, start to get to know them and let them get to know you and your organization’s work. Invite them for a tour, a meet-and-greet, a friend raiser. Start to develop a relationship.
- Make a Compelling Ask. When you think they are ready, make an in-person, specific ask in an amount that you think is right for them, for a project that fits with their interests. Make sure that you have a compelling case for investment that you draw upon in order to convince a major donor prospect to invest.
If you want to learn more about finding major donors, watch our Finding Individual Donors webinar or download our Creating a Major Donor Campaign step-by-step guide.
Securing major gifts doesn’t have to be so hard, even for a very small staff. As long as you have a broader network of people willing to be involved, a compelling case for investment, and a systematic process for moving prospects to donors, you can find major donors. Good luck!
Photo Credit: Mykl Roventine
When I went to get my mail today, I was reminded how some nonprofit organizations simply refuse to change, despite how ineffective their status quo is. In today’s mail was one of four fundraising appeals per year that I receive from a national nonprofit. A nonprofit, I might add, that I haven’t given to in 11 years. I won’t mention the nonprofit’s name because they are a great organization doing important work. I don’t fault their mission or their execution, but I do take issue with their inability to effectively analyze their fundraising activities.
Nonprofits no longer have the luxury of doing what they have always done, simply because they have always done it. Now more than ever, nonprofits need to take a step back and determine when they should invest limited resources in an activity and when they should not.
I made a $50 donation to the local chapter of a national nonprofit when I lived in Washington DC in 1998. A few weeks after my initial donation I started receiving a new appeal from them every two weeks. I found it a bit annoying, but still believed in the organization. So the next year I made another donation. When the appeals continued to come several times a month, month after month, I became increasingly frustrated. I decided the following year that my money was better spent on an organization that used their resources more effectively. However, this nonprofit wasn’t willing to let me go.
For the next two years I continued to receive the same number of appeals, but they stepped up the barrage by including small gifts as an incentive for me to donate. They would sometimes include 4-color brochures about additional gifts I would receive if I gave at certain levels. Aside from the fact that “buying” my donation was completely distasteful to me, I was appalled that they were spending so much money trying to get a small donation from me.
Three years after my last donation to this nonprofit they slowed their appeals, but I was still receiving at least 4 letters per year. To this day, and after 3 moves and 2 new cities, that rate of appeals continues, often with expensive brochures and token gifts included. Today I received the second quarter appeal for 2011 from them. It is appalling to me that they have wasted so much time, energy and resources on me when I clearly demonstrated, 11 years ago, that I was no longer interested.
The sad part is not that they spent all of my donation and more on trying to get more money out of me, as opposed to working toward their mission or building their organization. The truly sad part is that I could have easily become a lifelong donor, perhaps even a major one. To this day I still believe in and admire the work they do. But the fact that they can’t figure out how to raise money effectively completely turns me off. And I don’t think they even realize what they are doing to their donor base. They have demonstrated no interest in getting to know me as a donor or recognizing when I clearly tell them how to treat me.
The nonprofits that are going to attract and retain donors who provide the long-term financial sustainability necessary for achieving real social impact are those that are:
- Constantly evaluating the ROI on their revenue-generating activities and abandoning low return activities
- Getting to know their donors and communicating and interacting with them in a way that meets the donors needs and interests
- Connecting their revenue-generating activities to their mission, not to gimmicks and gifts
- Expanding into new distribution channels (social media, e-marketing, friend-raisers) instead of relying on what they have always done to acquire donors
- Continually improving, constantly pushing themselves to get better, more effective and more efficient
I doubt that my nonprofit stalker has found long-term financial sustainability and really, it’s little wonder why.
Photo Credit: BJ Carter
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