Major donors to your organization may see a lot of ACTIVITY but worry that there is little or no IMPACT. For some reason, they are not hearing how their gifts are making a difference.
Valuing matters. Why do major donors go away? Because they were not valued – they did not know their gifts made a difference. Think about this today.
Many of your major donors will want to have “proof of performance.” And you will need to give them that information if you intend to keep them in a positive and rewarding relationship with you.
Management needs to, above all else, (a) settle what is being measured, (b) have the MGO’s agreement on it, and (c) be sure finance and others, anyone else who has a stake in the program, understand it and are aligned with it.
Who gets credit for a non-profit’s major gifts? The major gift officer should get all the credit if he/she is actively engaging with the donor prior to the gift. Period. The MGO should also get credit for reducing attrition in previously unmanaged donors.
Most importantly, is the MGO making meaningful connections with each and every donor? Is she moving the donors toward deeper connection with the organization and its mission?