Where to start

I met a development director in a one-person fundraising shop this morning.  He had been in his job for 11 years.  He said that he and his boss had spoken many times about starting a major gifts program, but it kept getting swept away by more urgent (though less important) things.  He asked me where to start.  Here was my advice to him:

  1.  Begin with a manageable prospect list.  If you can only handle 5 prospects, that’s a great beginning.
  2. Measure success before the money starts coming in.  Building relationships takes time.  It can’t be rushed.  So avoid discouragement by tracking your progress in non-financial terms.  Getting board members to do thank you calls.  Getting a board member to host a house party.  Getting program staff to describe their work to donors at a tour.  Getting 100% giving from your board.  All of these are important prerequisites to the first big ask.  So celebrate when they happen.
  3. Look at your calendar through a donor cultivation lens.  Do you do an annual gala?  Invite prospective major donors to come as your guests, and assign a board member to escort each of them through the event.  Do you have in-house celebrations, like graduations, that you could invite prospects to witness?  Could your prospects address your students/clients on an area of their expertise?  Using the opportunities presented by your existing calendar, you can draw your best prospects closer without a lot of extra effort.

I hope this is helpful.  Start where you are.  Do what you can.  Use what you have.

 

 

Leave a Reply

Your email address will not be published. Required fields are marked *