Major gift fundraising is challenging work that requires more than just asking donors for money. According to Adam, a fundraising expert, a holistic approach focused on building internal relationships, strategic engagement, and long-term stewardship is key to success.
Adam emphasizes the importance of cultivating strong relationships within your organization. Meet regularly with faculty, staff, and leadership to understand their priorities and share how your team can help. Look for opportunities to collaborate, like engaging donors with their areas of interest or organizing joint events. Send updates on your work and wins to keep partners informed and build trust. When you do receive a gift, give public thanks and credit to everyone who helped. These relationships will lead to new prospects and bigger donations.
Strategic engagement at multiple levels is also crucial.
Develop targeted activities, like mentoring students, judging competitions, or joining advisory boards, based on your organization’s strengths and donors’ passions. Create a “tiered” system where donors become more deeply involved and connected over time through higher-level engagement. Paint a compelling picture of how donors’ support and participation will be stewardered to inspire their commitment and giving.
Stewardship should continue long after receiving a gift.
Send updates, videos and invitations to see the impact of donors’ generosity firsthand. Continue cultivating the relationship by finding new ways for them to engage and give at higher levels. A stewardship-first approach, built on meaningful engagement over many years, leads to donors who are so passionate about your mission that they are coming to you, asking how they can help and give more.
Major gift fundraising is difficult, but by focusing on relationships, engagement and stewardship—not just the ask—you will find more and bigger donors to support your important work. A holistic view of the fundraising journey and long-term partnership with donors and internal partners is the key to success.
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