To secure major gifts, nonprofits must understand and connect with donors on a personal level.
According to Dr. Russell James, a leading expert on philanthropic psychology, donors give the largest gifts when organizations effectively elicit their life stories and identify how those narratives link with the organizational mission.
Large donations represent a major life investment for donors, so their giving choices are deeply personal.
Through surveys and in-depth conversations, fundraisers can discover donors’ core values, meaningful relationships, life experiences, and perceptions of significant life victories.
With this understanding, nonprofits can then frame their case for support around the donors’ self-concept and autobiographical memories.
For example, a nonprofit supporting medical research may ask donors about their experiences with illness and healthcare. A university can invite alumni to share memories of their time as students and the lifelong impact of their education. A performing arts organization could survey patrons about the role that arts and culture have played in their lives.
Armed with this insight, the nonprofit can then demonstrate how donations will fuel victories and advance values that resonate with the donor’s sense of identity and purpose.
The stories and settings the nonprofit shares should also reflect the donors’ abundance mindset, as research shows people give more when they feel financially secure.
An opulent donor event, for instance, reinforces that mindset more so than a barebones gathering.
While mass communication campaigns have their place, major gifts fundraising requires highly personalized outreach.
Nonprofits must devote time and resources to understanding donors’ narratives, then strategically connect those stories to the meaning and importance of the work.
The keys are:
- Listen to learn their story;
- Frame requests around their values and vision of victory; and
- Choose language and settings that inspire an abundance perspective.
With the right approach, donor stories can transform into major gifts that change lives through the power of a shared mission.
View the complete recording of this session with Dr. Russell James in our Resource Library.