The good part about an annual society or membership fee is that it is repeated, so there is donor and value retention. The bad part about it is that the donor is not asked to increase giving or give again in the same year. We have trained the donor to give your society or membership gift and you have done all that is needed this year.
Your work as a fundraiser is to help donors experience the most possible joy through giving by enabling them to give to projects and programs that light them up and will help change the world. And it follows that it should be your goal to create an environment that makes this process easy and delightful for your donor.
Why is it we keep looking for some new way to do something when we know the exact steps it takes to get it done? Because the new thing feels so much better. And it looks so good and is easier. You just have to listen to it all, feel good and apply what you can. And, certainly, since it feels so good, it must work.
Most often, I work with enlightened progressive and donor-centered leaders. And then, occasionally, one shows up that just takes my breath away. That was my experience when I met with one CEO who needed help with his major gift program — at least that is what I thought.
Why does your donor love your organization so much? Have you sat down with your donor and really listened to the answer? If they say, “Well, I just think you do a great job,” do you dig deeper to find out their "Why?" — the story behind their motivation to give?
A major gift caseload is not just a bunch of donors who meet a certain giving or capacity criteria. Current giving and capacity play into the selection of a caseload pool. From this pool, you should qualify the donors who want to connect. Your caseload will have donors of different economic quality, which is why you should tier your caseload so you know where to spend your time.