The Timothy Group

The Major Gift Ask Process in a Capital Campaign

The model for a capital campaign directs that two-thirds or more of the dollars received and committed will typically come from the top 110 investors. While that number may vary slightly, the model of one-thirds is the beginning point:

1. 1/3 of the dollars should come from the top ten gifts.
2. The next 1/3 should come from the next 100 gifts.
3. The final 1/3 from the remaining donors.

A campaign with this structure will typically take sixteen months to complete.

Identification of major gift prospects begins with the personal and telephone interviews in the Pre-Campaign Study .

When the study supports a campaign, but does not demonstrate the potential for the model of one-thirds, the model can be changed to reflect the study results. For example, if the top ten demonstrates a capability for 20% of the dollars and the next one hundred 30%, the resulting campaign model will place a responsibility of 50% of the dollars to come from the small gifts of the larger donor population. This can still result in accomplishing the campaign goals, however, it will require a longer period of time. A campaign with this structure may take from 24 to 36 months to complete.

Whatever the model that evolves from the study, major gifts will fulfill a critical role in the success of the campaign. While asking for major gifts is only one of the five methods of asking for gift involvement in a campaign, it is the most successful when conducted right and the most productive in both dollars received and relationships enhanced.

The term "major gift" should not be viewed as a financial identification. It is in fact a methodology identification. It identifies how the ask will be completed. A ministry determines those individuals/couples who have the potential to make a commitment at a beginning large gift level or above. The only method by which they will be asked for their commitment is a personal presentation. The presentation is done face to face, except for the rare occasion when distance or circumstances prevent it. In that case a scheduled, pre-planned telephone presentation can be conducted.

The Timothy Group develops the major gift process around "Five R's:"Research, Romance, Request, Recognition, and Recruitment. This identifies the five steps involved in the process.

When properly conducted, the five-step process produces three crucial results:

• large gift commitments
• enhanced relationships
• credible introductions to new major gift prospects

While major gift activity takes time, when conducted properly it produces the largest percentage of positive responses of any other method. It is anticipated that 80-85% of those major gift prospects who have been researched and romanced will respond with a significant commitment when asked by a person with whom there is a credible relationship.