Six Steps to Co-Creating a Major Donor Partnership
To take your fundraising to the next level, you should seek to create a genuine partnership with your major donors. To further explore that topic, let’s take some advice from Mike Lanzara. He’s a highly successful professional fundraiser, and a Senior Vice President at Stand together. Mike excels at building powerful donor partnerships. Here’s how he does it: Introduction: Setting the Stage for Ambition When approaching a donor with the potential to make a large-scale gift, start by sharing a compelling vision. But this isn’t about delivering a polished pitch. Instead, introduce the idea of doing something monumental together. Rather than focusing solely on what your organization needs, consider the larger impact your donor might want to have. Frame it as a unique opportunity to work together on a project that could address challenges, expand possibilities, and leave a lasting legacy. Setting the stage for a partnership rather than an immediate ask invites curiosity and signals to the donor that you value their input. Emphasize that this is a collaborative journey—a process where their vision and insights will help shape the outcome. Avoid discussing specific dollar figures at this point; keep the focus on the “what ifs” and the shared potential of working together. Define Their “Why”: Centering the Vision on the Supporter’s Goals. Understanding the donor’s “why” is the cornerstone of an effective partnership. This step is about uncovering the personal motivations and values that drive their philanthropy. What impact do they hope to see? What legacy are they aiming to build? Work with the donor to articulate these deeper goals, ensuring the project reflects their aspirations and purpose. This process of understanding the donor’s motivations may involve several in-depth discussions, offering you insight into their core values and life experiences that fuel their commitment. The more you learn about their journey and aspirations, the more aligned your future plans will be. Through these conversations, you can demonstrate that you see them as more than just a financial contributor—you see them as an essential partner in making a meaningful difference. Outline the “What”: Establishing Clear Objectives With the donor’s “why” clearly in focus, the next step is to outline specific, achievable objectives that align with both the donor’s goals and your organization’s mission. By clearly defining the outcomes the donor hopes to achieve, you’re creating a shared roadmap that gives shape to the partnership. At this stage, work collaboratively to clarify what success will look like. In an ideal scenario, how would the project’s impact play out? Make sure these goals are specific and measurable, giving both you and the donor a clear picture of what you’re aiming for together. This process helps the donor feel connected to tangible outcomes, rather than abstract concepts, strengthening their commitment to the journey ahead. Develop the Plan: Aligning the “What” with the “Why” Once the objectives are defined, the next step is to create a detailed plan for how to bring this vision to life. Here, involve key leaders from your organization in discussions, allowing them to hear directly from the donor and incorporate their insights. This collaboration allows the donor to see the depth of your organization’s commitment to their goals and reinforces that their partnership is highly valued. During this phase, be open to the donor’s ideas, preferences, and contributions. While they may not be involved in the operational aspects, their input on strategic decisions—whether it’s the focus areas, approach, or timeline—helps them feel personally invested in the outcome. This part of the process might also begin to hint at the level of financial support needed, though it’s important to keep the focus on collaboration rather than funding at this stage. Confirm the Plan: Gaining Final Approval Before Moving Forward As you approach the final steps of the planning process, seek the donor’s agreement that the proposed plan aligns with their vision and goals. This is your opportunity to confirm that both parties are fully aligned and ready to move forward. This step is crucial, as it ensures that the donor feels confident and enthusiastic about the project’s direction. By gaining their final approval, you’re strengthening the foundation of trust and transparency that will carry the partnership through the campaign. This alignment also sets the stage for the next step—presenting a formal proposal that brings their vision to life. Present the Proposal: Bringing the Vision to Life Finally, it’s time to present a detailed proposal that outlines the impact of the potential gift and demonstrates how the donor’s involvement will make a transformative difference. This presentation is where the vision, objectives, and plan come together in a comprehensive picture of what their support will achieve. The proposal should vividly illustrate the scale of impact, showing how their contribution will directly fuel positive change. By this point, the donor should feel deeply connected to the project, excited to see their aspirations reflected in a clear, actionable plan. Present the proposal with enthusiasm and a clear path forward, reinforcing the legacy they’ll create through this partnership. By taking Mike’s advice, you too can move from initial conversations to a meaningful relationship built on shared goals and aspirations.
