Last month, Richard and I did a webinar on your questions about major gift fundraising. It was a lot of fun to do, and we got so many questions that we decided we’ll do these webinars every quarter or so.
We had one question, said many ways, that had an overarching theme: “If I’m working for a small organization, can I still create a major gift program?”
The context is that since you are either the only person working in development, or you’re the executive director and you have no development person and you have no time, you wonder if it’s impossible for you to have a major gift program.
Over the years, we’ve been asked these hundreds of times from “one-person shop” development directors and from executive directors whose one development staff person says it can’t be done.
And of course, the answer is, “Yes you can!”
I think if you’re from a small organization, you tend to think that because you don’t have the resources or staff like the larger organizations do, there’s no way to fit major gifts into your schedule.
That’s only true if you view major gifts as some kind of “add-on” strategy that will bring in some extra revenue for you. I want to tell you a quick story.
The other day I was at a non-profit in New York City that Veritus works with. I’m in the elevator with my client, and in walks someone, she knows who happens to be the executive director of a very small non-profit. She introduces me to him and says, “Ron (not his real name), Jeff works in major gifts… what percentage of your time as an executive director do you spend on major gift fundraising?”
He looks at us with a big smile and says, “90% of my time!”
“Look,” he said, “As the executive director with no development staff, if I’m not out talking to donors most of the time, I have no programs.”
Now, Ron may have been overstating it a bit with his “90%” line, but the point is that it’s very high on his list of all the fundraising activities he takes part in – let alone his program responsibilities.
Richard and I are not saying you have to spend 90% or even 50% of your time on major gifts, but you do need to elevate major gifts above all other fundraising activities – because both in the short- and long-term, this is what’s going to bring in your net revenue and sustain your programs.
If that means you have 10, 20 or 30% of your time to do it, great. Whatever it is, you can start to build a major gift program. I don’t care if that means you can only work with five donors. If you can cultivate and deepen those relationships and match their interests and passions with your programs, they will help you in ways you never thought possible.
The point is this: You don’t have to be a medium or large organization to have a successful major gift program. But you DO have to start one, and you have to dedicate some of your time to it.
We hear too often from EDs or development directors of small non-profits who whine about how they could do so much more if they had a full-time MGO, or researchers, or more donors, etc. But they use that excuse for not getting started at all.
How do you think those large organizations became large? Someone started from nothing and helped grow it. And if they had a great mission with amazing offers that donors were passionate about, they grew it quickly.
Being small is not an excuse for not having a major gift program. In fact, in many ways, Richard and I find that it’s an advantage. Being small means that you know your programs deeply; and because you’re working with just a small number of donors, you can really get to know them. That’s a winning combination for major gift success.
If you’re working for a small non-profit and you’re “it,” you can still be wildly successful with a major gift program. Don’t let small bring you down. Let small work to your advantage. Small can be mighty! (Tweet it! )
Jeff
PS — If you have a limited budget and you want to get started, download this White Paper from our website, and check out the free other resources we offer to help you develop your major gift program.