eNews - September 2025
Major Donors are Like Multifaceted Leaves
Like autumn leaves, major donors are fundamentally unique. Each has its own character, style and no two are exactly alike. So, cultivate, solicit and steward accordingly.
Don’t let the day-to-day administration, planning - and all those emails - get in the way of the most important work of building real relationships with your top donors. You will reap what you sow.
Consider these strategies:
Ask|Know: glean information. About their gift motivation. Other organizations they support. Communication preference. (Do they like phone calls, emails, texts, virtual meetings, real letters?) Level of anonymity they prefer. Their lifestyle. Do they have kids in college? Are they in the middle of a remodel? (Equals serious financial commitment.) Do they vacation overseas? Worried about their aging parents?
Listen: for clues about their alignment with your organization. Why did they make that initial gift. What interests them about your work. What makes them wonder. Are they excited about being a part of your vision? Dialogue, not monologue. People (usually) don’t give unless asked. And, many times, the “no” really means not now, not that much, or not for that specific project.
Remember: things important to them. What are their kid’s’ (and dog’s) names?Showcase trust, credibility and diligent follow-up. The bigger the giver or potential to give a major gift, the more customized the communication, per their interest, concerns, and preferences. Asking a specific ask amount – or a gift range – will bring you the most success.
Give: care and attention. Intentional access to leadership. Impact reports with data and stories of your success - and challenges. Handwritten notes. Engage your donors with stories and data that they are proud and excited to repeat among their peer circles. This increases your attraction and credibility.
Plan: build a (confidential) profile and a personalized plan for each major donor. Capture what you have gleaned. Apply it to a short and long term strategy. Track your engagement. Schedule and stick to your implementation plan, yet also be flexible since life is like that.
Do: schedule and stick to your implementation plan. Structure your day. Give it the time it needs. No matter what.
Cultivate: connect. Invite. Check in. Always lead with the vision and mission, include success but ensure you articulate the need.
Steward: means implementing what you know. Get out of the box. Engage your major donors in activities that are important to them. Invite them to serve on an advisory committee (doing valuable work) or another high level volunteer opportunity. Even if they decline, they will likely be honored to be asked. I’ve had time with top donors walking their dogs. Running together in a park. Art museum, lectures. I once secured tickets for a donor (Warren Buffet’s former executive secretary) for him and his wife to accompany me to a Desmond Tutu lecture.
P.S. If you don’t yet have a Major Donor Program you are leaving money on the table. If you’d like help with this, let me know.
You won’t find me adopting a formulaic approach to our consultancy together. Every organization is unique in its strengths, challenges and opportunities and my work reflects your organization’s next level need to better actualize its mission.
Schedule a conversation with me to discuss your vision and your challenges. I’ll listen deeply, offer immediate ideas and together we can explore working together.
Elizabeth Benedict
