Qualify your donors before you make plans to cultivate relationships with them. Only one in three donors actually WANTS to relate more closely.
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Are your MGOs working with too many donors who don’t respond to them? Is your return on investment unacceptably low? There IS an answer. Here’s the secret!
A good major gift officer is, in her caseload, creating a very healthy and robust group of donors who are staying with her organization and giving more.
You should start a major gifts program because you have donors who would give more if they were cultivated and stewarded properly, and because major gifts is one of the most cost-effective fundraising strategies there is.
When constructing a caseload for your major gift efforts, don’t make any decisions about who you will add based on age biases. Stick with what is known and true from the facts: older people give more.
Major gift fundraisers waste their time if they try over and over to reach donors who really don’t want to connect. The first step in establishing a caseload of major donors is determining who wants to relate to you. This is called “qualifying,” and we’ll show you how.
Your donor, when you first call, wonders what your motive is. That is why you need to be prepared to answer questions and handle any objections to your process of qualifying donors for major gift caseloads.
Qualifying donors is a very important part of major gift caseload management. You want to be sure you are talking to and relating to those donors who want to engage. It will make a tremendous difference in the quality of your work.
Major gift officers qualify donors for their caseloads to identify which donors are open to more meaningful connections with the organization and the MGO. Not all of them are.
