How Events Can Ruin a Major-Gifts Program
It's not surprising to me that many major donors do not give as they could to the causes they love. The primary reason they don't is because major-gifts officers (MGOs) don't ask them to. And one of the reasons that doesn't happen is because they invite their major donors to an event instead.
Here's how it works. The MGO has a cluster of very good donors on his caseload. Rather than do the hard work of identifying each donor's interests and passions and creating an ask that is tailored to each of them, he decides that the best way to "get major donors involved" is to invite them to an event.
If you’re hanging with Richard it won’t be long before you’ll be laughing.
He always finds something funny in everything. But when the conversation is about people, their money and giving, you’ll find a deeply caring counselor who helps donors fulfill their passions and interests. Richard believes that successful major-gift fundraising is not fundamentally about securing revenue for good causes. Instead it is about helping donors express who they are through their giving. The Connections blog will provide practical information on how to do this successfully. Richard has more than 30 years of nonprofit leadership and fundraising experience, and is founding partner of the Veritus Group.