That’s a BIG question—and it’s critical. In my view, the most essential part of securing a Mega Gift is initiating the Mega Gift discussion itself. And the reality is, if you don’t have the right programs or projects that naturally attract these types of transformative gifts, then you’ll never get the chance to start that conversation.
But how do you know if your organization has what it takes to draw in Mega Gifts? It comes down to positioning. Ask yourself: What’s the unique gap in the marketplace that only our organization can fill? What is the defining value or purpose that makes our programs stand out? Without this clarity, you’re missing the foundation that attracts major, mission-driven donors.
A good friend and reader, Clay Purdy, once raised a valuable question: How do I position my organization for Mega Gift success? To answer that, I always turn to Richard Viguerie’s Four Horsemen of Marketing. It’s a quick but powerful read, packed with insights on standing out in a crowded field. It’s so impactful, in fact, that I revisit it every few months as a checklist to keep my efforts sharp. Whether it’s creating a unique niche or becoming what Viguerie calls a “Purple Cow,” this approach can elevate your organization to Mega Gift readiness.
When assessing your organization’s potential to attract Mega Gifts, here are some guiding questions that have proven invaluable:
- Do you have projects where your most generous supporters could envision giving 10x more than they currently do?
Sometimes, a program’s vision just needs to expand. Look for opportunities within existing projects where increased funding could turn a good program into a great one, making it even more appealing to high-capacity donors. - Could you initiate new projects that align with your organization’s strengths, with the potential to attract gifts that require a significant financial commitment?
High-level donors often seek groundbreaking, ambitious projects that align with their passions. They like to be in on the ground floor, to have a say in planning, and to see their input directly impact outcomes. Designing a program that leverages their expertise, in addition to their funds, can make all the difference. - Reflect on your recent conversations with donors. Are you addressing their “why”?
Consider the last few discussions you’ve had with key donors. Have you explored the big problems they’re passionate about solving, why they care so deeply, and if they see your organization as uniquely capable of tackling those issues? If they see you as the perfect partner, you’re positioning yourself well for that next-level commitment.
Now, how do you determine if your organization truly has the differentiation, benefits, and brand strength to deliver on those big promises? If you haven’t already, get your hands on Four Horsemen of Marketing. Read it once, and then read it again. The insights are key to understanding how to position your organization as the go-to entity for the transformative solutions donors are seeking.
Remember, Mega Gifts don’t happen because of chance—they happen because you’ve created the right environment, mission, and program positioning to welcome them.
