Major Donors
Your least expensive funds to raise are gifts from key donors and the end results are your LARGEST gifts. Why are so few ministries – only 1/3 – even soliciting key donors for major gifts? One of the reasons is undoubtedly "fear," but even more basic than that is that most CEO's, Directors and GM's just don't know HOW to raise major gifts.
It's an area you cannot neglect. No matter how much you fear asking someone for money, break through that fear and approach your donors who have the potential of making the largest gifts. Every successful ministry has a deliberate strategy to approach and raise funds from this select group.
You probably have scores of ideas for projects which can be funded through a major donor campaign. Here are a few projects that are good for major gift support:
- Equipment and facilities
- Upgrades and expansion
- Urgent needs and true emergencies
- Start-up funds with well-defined uses
- Ministry projects (non-capital)
- Completion dollars (to finish a project)
One of the most important factors is "tangibility." Will the donor be able to see the result of their giving? A major donor usually wants to help achieve tangible, measurable goals, whether it be purchasing that new piece of equipment or truly seeing lives touched through your ministry.
From The Complete System for Ministry Fundraising & Development, by Jon Fugler and Ron Johnston.
The System gives in-depth treatment of working with major donors. |
