10 Reasons Why Most Major-Gift Programs Suck — Nos. 6 & 7
So, what am I really talking about? Here’s what I mean. (See image)
You get the idea. Then, after the December column, I want to see the revenue goal cash-flowed to the month so it sums up to a monthly revenue goal. This then flows into a monthly move management and revenue report.
Now, with all good strategic plans, we know that over the course of the year they change. That’s okay. Having a plan keeps you focused. It doesn’t mean you can’t deviate from the plan. You can, but that will be communicated to the team and adjusted for.
If you manage multiple MGOs and they tell you they don’t need a plan to make their overall revenue goals … they may be RIGHT. However, it’s not JUST about meeting overall revenue goals; it’s about cultivating and deepening the relationship with each of your donors. It’s about engaging donors on a regular basis.
This can only be done with a plan. It’s not about finding that one donor to meet a revenue goal at the end of the year. It’s about loving these people with regular contact, putting offers in front of them they are passionate about and letting those donors know you KNOW them.
If you do that right … the money will flow.
If you are a major-gift officer or executive director and you don’t understand what your donors are passionate about … you have a big problem.
And, I don’t just mean what part of your program or services are they passionate about. I’m talking about what are they passionate about in life as well.
You have to know both if you want to 1) be effective and 2) delight your donors.
If you like baseball, tennis, golf, Gregorian chant, jazz, rock, good wine and deep conversation, then you’ll like to hang out with Jeff.
If you are passionate about fundraising, Jeff will inspire you to be a true “broker of love” for your donors, helping you bring together a donor’s desire to change the world and the world’s greatest needs. Jeff believes that if nonprofits truly want to grow and obtain more net revenue for their mission, it will come through creating, building and successfully managing major-gift programs. The Connections blog will give you inspiration and practical advice to help you succeed. Jeff has more than 25 years of nonprofit fundraising experience and is senior partner of the Veritus Group.