Are Your Major Donors Qualified?
Now remember that what you're going to find is that roughly 1/3 of the donors, maybe more, who you contact are going to want more personal relationships with your organization. But there is nuance at play here. Many donors you are cultivating you already have relationships with. You know they will be on your caseload, so you don't need to go through this whole process. However, sending them a survey or phoning them to thank them and follow up with good questions is a good thing.
Unfortunately, I've seen caseloads with 450-500 people on them. That's a disaster waiting to happen! This process is perfect to get you down to the 150 you can actually manage and serve well. And this process works great for the small nonprofit where only the executive director is cultivating major donors.
In fact, I just helped a small nonprofit take a list of 150 potential major donors and got his caseload down to 45 (a number he can handle with all his other work). Just this process alone helped raise over $40,000 in new revenue because the executive director took the extra time to get in touch with donors.
That is another added benefit of this qualifying process: donations and a ton more information about your donor. There are only positives that come out of this process. You get donors who want to be cultivated in a personal way, you obtain revenue you didn't expect and you find out what your donors are most passionate about.
Awesome, right? Now, it's time to start qualifying!
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.