Non-profits and their fundraising professionals need to tell donors constantly how their donations are making an impact in the world.
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Major gifts work is all about staying focused on the plan and working it. Let me say it clearly: no discipline, no growth.
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.
If you have a proper donor database with the best information about your donors, you will raise more money and serve them outrageously. Here are some thoughts to consider about donor data and the database that they reside in.
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?
The subject of MGO performance and the related subjects of performance metrics, credit issues and compensation are hot topics these days. This is why I am writing this series of six posts on the subject.
