Major Gift Officers and non-profit leaders around the country, at this very moment, are trying to figure out how to get one of their donors to say “YES” to a project or program that needs funding that will, in some way, change the world.
Richard and I, along with our team, spend a majority of our time with major gift officers, helping them build relationships with donors so that when it comes time to ask a donor for support, they are ready and absolutely willing to do so.
But how do you really “sell” that project or program to donors so they can respond with a resounding “Yes?”
Well, I’m going to tell you how, with 10 ways Richard and I have discovered over the years that win every time.  However, these 10 are all predicated on the belief that you really know your donor.  If you need to understand what that means, read this previous post on “knowing your donor.”
Here we go.

1. Have a vision — Major donors want to see that your organization has a vision.  Whatever you do, there has to be a clear vision on where you are going with your organization.  As Proverbs says, “Without a vision the people perish.” Well, in this case, it’s your organization that will perish.  Richard and I are amazed at how many non-profits don’t get this.  People want to be a part of something bigger than themselves.  Having a vision satisfies that desire.
2. The Program or Project has to fit into that vision — In other words, it needs to make sense given your mission and vision of the organization.  Don’t bring a feeding project to a donor if your mission is low-income housing.  Huh?  Doesn’t work.
3. Make it personal — If you know your donor, you have to convey to that donor why this particular project is perfect for her to fund.  You know she loves protecting abused dogs, so you craft an offer that specifically tells how her gift will do this.  In other words, “Without you, this will not happen.”
4. Write a 2-3 page Case Statement — You need a short case statement that very clearly outlines the problem, the specific need, the solution and how the donor’s gift will make a difference.  There is NO NEED to spend a bunch of money on this.  In fact, that may backfire.  Richard and I have seen this happen, which is why we advocate a very simple piece that gives specifics.
5. YOU need a budget — And not only do you need to outline the costs, you need to put in ALL costs – overhead included!  If you present the whole picture, be upfront with the donor about how much it’s all going to cost.
6. Use your program folks — As an MGO, you don’t have to do it all alone.  In fact, you CAN’T do it alone.  Bring in the folks who are actually doing the work to explain to donors what is going to happen with their gift and why there is such an incredible need.
7. Bring in the CEO or Executive Director — Major donors want the head of the organization to sell the vision to them.  Don’t underestimate how much donors need this.
8. YOU need to own the program — As the major gift officer, you have to do your homework on the project yourself.  I don’t know how many gifts have been lost because the major gift officer was not really familiar with the program, the donor recognized it and backed out.
9. YOU have to be emotionally connected — Not only do you have to know all about the program, budget, etc., but YOU have to be emotionally connected to it.  IF YOU are not connected emotionally, how can you expect your donor to be inspired to give?
10. Your donors need their hearts broken — I don’t care if the donor is giving to save puppies or to fund a new law school, the donor has to be emotionally broken and inspired to give.  You can have all the i’s dotted and t’s crossed, but if you cannot connect the donor emotionally, you will not get the gift you desire.

There you go.  If you can follow these ten pieces of wisdom, the donor cannot help but say, “YES!”  What a great feeling you will have, but more importantly, your donor will feel honored and ecstatic about giving your organization the gift.  Yes!
Jeff