Franklin Forum: Nonprofit Professionals Stress Face-to-Face Contact is Key to Major Giving
Cultivation to get a gift is important, but after you get a gift stewardship is crucial, as you don't want the donor to feel like he was getting tons of attention from you leading up to the gift and then none after he gave.
Frank Guthridge, vice president for development and communications at Elwyn, an organization that provides a range of services to people with special needs, advised attendees to follow their hearts and instincts, and do what they think is right when fundraising.
"Fundraising is integrity, ethics and transparency," Guthridge said.
His organization deems anything in excess of $100 a major gift. While he said this presents a challenge because even though $250 is a major gift, you can't spend the same amount of time on these donors as you do on a $1,000 donor, he added that the goal for his organization is to get the $100 donor to be a $250 donor, the $250 donors to be a $500 donor, etc. This requires taking the time to listen and figure out what donors want.