The Timothy Group

Major Lessons for Reaching Major Donors

All of us in the business of discipling stewards (Fund Raising) need to have a strategy for reaching major donors in our comprehensive stewardship program. Bigger dollars add up faster, hence major donor work is very fruitful and exciting. Let me briefly share a few basic principles that should be in place for you to achieve maximum results.

No plan...no results:

Yogi Berra said it best, "If you don't know where you are going you will probably end up someplace else." A good major donor program is well designed, relationally driven strategy that can add immediate and future dollars to your ministry.

Exodus 25...a major donor program that worked

Moses identified those who could help him raise funds for the tabernacle. Quickly review the first elements requested in the project: gold, silver, bronze. I believe that came from major donors from within the camp. Moses and Aaron worked from the top down to complete the first capital project mentioned in the scriptures.

The Four R's...

1. Research:

   In most instances your organization has three basic donors: Paying - those who purchase goods and services your ministry offers; Giving - those who give to you on a regular basis; and Investing - those who have a lifetime relationship with your ministry and are involved in a present and future giving opportunity. Research begins with those who already know you and have invested in your present stewardship needs. Check out your current donor file, lapsed donors, board members and contacts they may know. Advisory board and former board members often have the ability to participate. Research potential contacts from the top down.

2. Relationship:

   Frankly speaking, this is where many programs fail in their major donor strategy. Two deterrents to success are moving too quickly in the relationship or waiting too long. Few if any of us asked our spouses to marry us on the first date, nor did we take 10 years to pop the question. A major donor relationship is just like a marriage; it’s made up of love, trust, commitment, and then along comes the vow. No relationship - no major donor program. No relationship - no marriage. Educate, cultivate, and motivate your potential major donor contacts to get better acquainted with your CEO and the mission and vision of your organization. Like a marriage, show them there is a plan for the future. Major donors give to where you are going, not where you are or where you have been. Help them to understand and own a piece of your ministry. Build a relationship and invite them to "get married."

3. Request:

   A number of principles to consider here. First, the number one reason why people give is because of who asks. The number one reason why people do not give to your ministry is because they have not been asked or at least asked properly. As you draw close to consummation, you need to ask a couple of questions of yourself. How should they be asked? How much should we ask them to consider? Timing is critical for them, not just for you and your ministry. The place is also important as they should be asked on their turf if possible, not on your turf. A neutral place will work as well. Experience and research will be great teachers, but someone has got to flat out ASK the donor to give. No heavenly hinting...just as you asked your spouse for a commitment, you need to make that request of the donor.

4. Recognition:

   Follow up and follow through with every major donor contact. This is critical to ongoing success in your program. Say thank you and really mean it! Hand deliver their receipt, engrave their name on a new Bible or book. Find some appropriate way to say thank you and continue to deepen the relationship between the donor and your ministry. If you truly build the relationship and there is trust in the "marriage," they will become a part of your development team. Most major donors know others who have the ability to become major donors. Encourage them to host a small group briefing or to invite a friend to visit your ministry. Imagine never telling that spouse how special they are or that you really love and appreciate them. It is the same with major donors; they must know that they are loved and truly appreciated.

A Long and Happy Marriage:

That is what you will experience with your major donors if you will take to heart these recommendations. Why? Because they have worked time and time again for a variety of ministries all over the world. I was in England last week with a client and was delighted that one of our first major donor calls netted 120,000 pounds; that's about $193,000. The principles of discipling stewards are truly universal. Begin today to lay the foundation for a long and happy marriage with your major donors. The benefits are well worth the investment.