Let’s face it: major gifts are major decisions. Your prospects likely are very much like mine. They reach a decision to make a major gift after a long process of cultivation, thought, and reflection. This process involves the head and the heart. Decisions are made based on what the donor thinks about your organization, its leadership, and its mission. And decisions are made about how the donor feels about the impact of the gift and the good it will do.
In most households, the donor and spouse (or significant other) make major decisions. So it is important that fundraisers, when appropriate, include the partner in the cultivation and solicitation process. Here are a few suggestions:
- Address all correspondence to the prospect and partner
- Include both in cultivation events
- Remember the partner’s birthday as you do the prospect’s
- Solicit the major gift from both of them, remembering to attend to both people with your eyes and ears!
- Consciously plan your solicitation to engage both the mind and the heart of both people
Does this seem obvious? You’d be surprised how many times I’ve coached those involved in a solicitation to pay attention to the spouse, only to watch them faun over the prospect while failing to really engage the partner!
On the other hand, I’ve also seen spouses step in and really turn the tide in favor of a major gift. In one instance, I was told by the donor that “my wife really was the one to convince me” to make a $1 million gift. On another occasion, we received a $1 million donation that surprised us because it seemed on paper that the donor was more connected to other institutions than to our own. In this instance, the son of the major prospect (and ultimate donor) told me “my mom was really the one who decided to do this.”
Remember: major gifts are major decisions. And major decisions are seldom made by individuals in isolation. Cultivate your prospects and their spouse or significant other. You’ll be glad you did.
by: Steven Murphy, Ed.D., Senior Advisor, HUB Philanthropic Solutions