Obvious Actions Lead to Big Results in Mega Gift Fundraising
In the world of fundraising, sometimes the best solutions are the most obvious. As Robert Updegraff highlights in his classic work, Obvious Adams, the ability to see and do the obvious is a skill we often overlook. This principle is especially relevant when we think about the pursuit of Mega Gifts in fundraising. Going Big! with Mega Gift Fundraising, lays out fourteen key questions to guide your efforts in securing transformative contributions. After covering the first three questions—defining a Mega Gift, assessing your organization’s potential, and collaborating to attract big donors—today we tackle the next critical step: How Do You Prioritize Donors for a Mega Gift? The answer, as Michael Lanzara, a seasoned major gifts fundraiser, puts it, is simple: focus on donors who get excited about solving BIG problems. These are the people most likely to contribute at a mega level. It seems obvious, right? But often we overlook this clear truth in favor of complex strategies and over-complication. Lanzara explains that while long-term donor relationships, trust, and past giving history are important, the most successful Mega Gift donors are those who have a BIG mindset. These donors are accustomed to thinking on a large scale, whether from their personal or professional lives, and are looking to make a significant impact on society. How Do You Identify These Donors? The best way to find out who’s ready to “Go Big” is to ask them. Engage with your donors through meaningful conversations, and listen closely to their goals and concerns. Lanzara recommends starting with simple, open-ended questions: What do you see as the most pressing problems facing society today? Which problems do you believe our organization is best positioned to help solve? What is one big issue you would like to address in your lifetime? These questions help donors feel involved in your mission and clarify how their support can help solve the problems they care about most. This is the foundation for a strong, win-win partnership where donors don’t just give—they invest in solving BIG challenges. Why Focus on the Obvious? As Lanzara points out, it’s easy to overcomplicate fundraising strategies. But just like in Obvious Adams, the key to success is often right in front of us. The donors who are most likely to give at a Mega Gift level are those who already think big, solve big problems, and want to make a major difference. It’s that simple.
It’s About Them: How to Make Your Offer Benefit Donors
In the world of fundraising, it’s easy to get caught up in thinking about your own goals and objectives. But the most successful campaigns are the ones that focus on the donor—on how they benefit from supporting your cause. At the core of fundraising and marketing are three critical principles: Positioning, Differentiation, and Benefit. Together, these concepts help shape your brand and define how you stand out in a crowded marketplace. While we’ve already discussed positioning and differentiation in previous posts, today’s focus is on Benefit—perhaps the most powerful driver behind why people give. What’s in It for Them? The first rule of benefit is understanding that it’s not about you or your cause. It’s about them—your donors, supporters, or volunteers. The question you should ask yourself is, how will they be better off by taking the action you want them to take? A benefit is not just a feature or a description of what you offer. It’s what improves your donor’s life in some way—whether that’s making them feel good, providing them with new knowledge, or giving them a sense of pride and purpose. When you focus on the benefit to the donor, you create a win-win partnership that goes beyond a simple transaction. Real-World Examples: The Power of Tangible and Intangible Benefits Let’s look at a few examples from Highland County’s Maple Festival, which we’ve been discussing in recent weeks. What makes this tiny Virginia county with just 2,000 residents able to attract over 50,000 visitors annually since 1958? They effectively tap into the power of benefits. Tangible Benefits: At the festival, local service clubs offer free pancakes all day long. This is a clear, tangible benefit—if you love pancakes, this offer makes your experience more enjoyable. Similarly, visitors can learn firsthand how maple syrup is made at Sugar Camps, providing them with new knowledge and a unique experience they can’t get anywhere else. Emotional Benefits: Beyond the tangible, the festival also taps into something deeper—nostalgia and the desire to escape. Many people are drawn to the rural, idyllic setting because it reminds them of a simpler time, where anxieties fade away. This emotional connection is powerful and creates a strong pull for visitors year after year. Applying Benefits to Your Cause As you develop your fundraising or marketing campaign, ask yourself: What are the tangible and intangible benefits you can offer to your donors? How will their lives be better by supporting your cause? Consider doing a brainstorming exercise where you come up with 5, 10, or even 15 possible benefits for your target audience. These benefits can be emotional, intellectual, or even related to their personal beliefs and values. By identifying and emphasizing these benefits in your communications, you’ll stand out in a crowded space and create meaningful connections with your supporters. Wrapping It All Together Positioning, differentiation, and benefit are the building blocks of your brand. And your brand is what allows you to Go Big and make a real impact.
The Power of Prospecting: Your First Step to Supercharge Fundraising
In the world of fundraising, there’s one fundamental activity that lays the foundation for everything else: prospecting. It’s where the seeds are planted, and without it, the rest of your fundraising efforts will struggle to take root. So, why should prospecting be your first “One Thing” when aiming to elevate your fundraising strategy? To answer this question, I asked two top experts to share their insights. Both John Griswold, a direct marketing veteran, and John Davis, who has helped dramatically grow donor engagement at the Leadership Institute, agree: prospecting is the cornerstone of long-term success. Why Prospecting is the “One Thing” John Griswold, a master of direct mail programs for organizations ranging from think tanks to military groups, puts it simply: “Prospecting is your seed corn from which all other fundraising can grow.” By identifying new donors, you’re not just adding names to a list—you’re building the foundation for all future giving, whether through direct mail, events, or even planned giving. He emphasizes that cracking the code of prospecting helps you unlock many other keys to donor retention and upgrades. “Prospecting is the ONE THING,” Griswold asserts. Without it, your efforts to build relationships and raise substantial funds will be stunted from the start. A Proven Strategy John Davis of the Leadership Institute shares how prospecting transformed the organization’s fundraising efforts. In 2011, he was given a bold challenge by the institute’s president, Morton Blackwell: increase prospecting mail efforts so dramatically that they would need to borrow money to keep up. The result? Not only did Davis increase the number of donors, but he did so in such a way that it greatly expanded the Leadership Institute’s overall donor pool. The impact was so significant that, despite all the additional fundraising efforts, they never ran out of money! A solid prospecting strategy not only helps bring in new donors, but it can also identify potential major donors—people who might give $10,000 or more either immediately or over time as trust is built. Looking Ahead: Four Weeks of Prospecting Insights As we dive deeper into prospecting over the next four weeks, we’ll explore specific strategies you can implement to take your efforts to the next level. We’ll start by discussing, “What One Thing Should You Do First? Developing Your Vision & Strategy and Assessing Your Opportunities.” This will set the stage for a series of practical tips and expert interviews. If you’re eager to get started right away, consider picking up two recommended books: Fund Your Cause with Direct Mail by Ben Hart and Revolution in the Mailbox by Mal Warwick. Both offer in-depth strategies to make your prospecting efforts as effective as possible. Your Next Steps Prospecting is more than just identifying potential donors—it’s about laying the groundwork for meaningful relationships that will help you achieve your organization’s long-term vision. Over the coming weeks, you’ll discover how to refine this crucial process and make it your “One Thing” for boosting your fundraising success. Stay tuned as we continue this important conversation and explore more ways to supercharge your efforts!
Giving: The True Essence of Fundraising
When we think about fundraising, it’s easy to focus on the ask. After all, as I’ve mentioned before, asking is the fundamental building block of our work. But as we step back and consider what truly drives our efforts, it becomes clear: it’s not just about receiving, it’s about giving. At the heart of every great cause, and at the center of every successful fundraising campaign, is a deep desire to make a lasting impact. As Peter Drucker so wisely noted, “Giving is not a result. Changed lives are!” This insight reminds us that the purpose of our work is not the transaction, but the transformation. Why Do Donors Give? While it’s true that many donors give because they are asked, the motivation behind their generosity runs deeper. They want to invest in bold, exciting, and inspiring ventures. This is why we need to think beyond simply securing donations—we need to focus on forming partnerships with our donors that are rooted in a shared vision of what we can achieve together. Jerry Huntsinger, a master of direct mail fundraising, once said, “There is absolutely no shortage of money for your organization. There is only a shortage of good ideas to raise that money.” What he understood—and what we need to internalize—is that donors are eager to give when they are inspired by a powerful vision. They want to invest in something meaningful. Dream Big, Go Big The legendary architect and urban planner Daniel Burnham captured the spirit of what we should aim for in our work: “Make no little plans. They have no magic to stir men’s blood.” Our goals should be ambitious, our dreams bold. We are not here to make incremental changes; we are here to make a quantum difference in the lives of those we serve. In the same vein, Jerry Panas, one of the greatest fundraisers of our time, would often remind us that “fundraising is expensive, but not raising money is really expensive.” In other words, the cost of inaction is far greater than the effort it takes to achieve big results. The Season of Giving As we enter the holiday season, it’s worth reflecting on what giving truly means. This time of year isn’t about receiving—it’s about coming together to make a difference. And that’s exactly what we do in the fundraising space: we create opportunities for others to give, to invest in something bigger than themselves, and to change lives for the better. So, as you take a moment to relax and recharge, think about the bold plans you want to make in the coming year. Think about the great things you and your organization can achieve. Because at the end of the day, it’s not about getting—it’s about giving. Let’s commit to going big in everything we do.
