1. People give with their heart, then their head.

How are you bringing your cause to life for your current and prospective donors? Immerse your donors in your cause. Show them the impact. Make it real. Become undeniable.
 

How could you better convey the heart of your cause? The true reasons why people are connected to your cause. Why they volunteer their time, give their money and lend their voice.

 

2. Who asks is more important than what they’re asking for.

How can you better partner with the true champions of your cause? Think about your most loyal donors – your cause is something that is close to their heart. They are investing in your organisation because they trust that you can make a genuine difference. Their voice potentially holds significant weight.

 

Who is making the asks within your major donor program? Are there others who may be able to drive better outcomes? Concentrate on working alongside the most suitable people, with the most influence, by training and coaching them to support your fundraising success.

 

3. Ask face-to-face, always.

How are you making ‘the ask’ for major gifts towards your cause? Giving is deeply personal. It is about connection. There is no more personal interaction than face-to-face engagement with your most loyal donors.

 

4. Sophisticated donors want big impact.

What are the special projects that you could be focussing on to inspire donors to give more? To quote Ken Burnett – “we hope to inspire people to give. Fundraising is the inspiration business.”

 

5. Good cultivation takes time.

How are you meaningfully engaging with your current and prospective donors to cultivate genuine relationships before making an ask for a gift? Like any meaningful relationships, for-purpose organisations must invest time with donors. Get to know them. Let them get to know you. If done well, you may have a donor for life.