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.
