The effect a MGO has on a donor is enormous, when the donor moves from direct mail communications only to being cared for by a live, warm, caring human being. This effect is one of the least appreciated and valued economic realities of major gifts.
Commitment and consistency are key principles of persuasion and influence in major gift fundraising.
Most capital campaign consultants will tell you that before a donor commits to a long-term pledge, he will want to know who the other donors are that are also committing to a substantial pledge. This works similarly in major gifts.
Remember, to your caseload donor it DOES matter what others think about you and what they are doing with you.
Authority is Principle #5 in this series on the use of influence in major gift fundraising. Here are some suggestions on how to use authority in your work with major donors:
What will be lost if we do nothing? What will the donor lose by not taking an action? What regret will you have? Using “scarcity” as a motivating tool (not for manipulation) can be powerful in fundraising.