Nine Tips for Major-Gift Solicitors

Nine Tips for Major-Gift Solicitors

Nov. 22, 2005

By Norman Olshansky

The following are nine key steps to securing major-gift donations:

1. Do your homework

Make sure you are familiar with the services and programs that your organization offers. Review its points of pride (major accomplishments) and, if possible, be prepared to share a personal experience that impressed you about the special work that the organization provides.

Gather important information about your prospects. Develop a profile of your prospects together with other leadership and staff. Questions to answer:

• What are their interests?
• What have they contributed to previously?
• What is the largest gift they have ever given?
• Do they give individually or through their company or family foundation?
• Do they have a philanthropic fund with a local foundation? If so, how large is their fund?
• Are they candidates for estate-planning and/or deferred-gift discussions?
• Who are their key financial advisors?
• Have they recently sold a business or inherited significant resources?
• How is their business doing?
• Do they have a loved one who might be appropriate for memorializing or honoring with a gift?
• Are there other people who can be supportive with the solicitation who have special relationships with the prospects?
• What are the likely concerns the prospects might raise in the solicitation?
• Determine in advance what would be the best setting to conduct the initial meeting.
• Would it be helpful to have staff or others participate in the solicitation?
• What materials, hand-outs or visuals would be helpful to have for the solicitation?
• Finally, establish a "rating" for the prospects. How much should you ask them to consider as a gift?

2. Leaders lead

It's important that campaign leaders make gifts prior to soliciting others. It will be easier to obtain a quality gift from your prospects if you are comfortable that your gift is also credible and a quality one, based on your own personal circumstances. The ability to share the fact that you made your gift when you are soliciting will give the prospect more confidence in your support and leadership. Prospects will take into consideration what leadership has given in determining their own gifts. Initial gifts will be "yardsticks" for giving by those who follow.