AI tools like ChatGPT are giving major gift fundraisers a whole new way to work smarter and faster. But to truly unlock their potential, you need to understand prompt engineering—the art of crafting strategic prompts that guide AI to deliver high-quality results. At its core, prompt engineering is about giving AI the right instructions. With the right structure, context, and constraints, you can turn AI into a powerful ally that helps streamline your work. For those of us in major gifts, this means saving time and increasing efficiency. Whether it’s writing donor communications, conducting prospect research, or brainstorming cultivation strategies, AI can do a lot—so you can focus on what matters most: building relationships and closing gifts.
Here are a few effective ways to get the most out of AI using prompt engineering:
1. Assign a Persona
AI performs better when you tell it who it should be. For example, if you need help with messaging, try:
“Act like a marketing executive and draft an appeal email for a donor who supports student scholarships.”
For fundraising-specific tasks, you might say:
“Act like an expert major gift fundraiser and create a cultivation strategy for a tech entrepreneur interested in STEM education.”
This approach leads to more relevant, tailored outputs.
2. Provide Context and Constraints
The more background you provide, the better the AI will perform. Don’t just say, “Write a proposal.” Instead, try:
“Act like a senior advancement officer. Draft a one-page proposal to a long-time donor who previously gave $25K to support sustainability initiatives and is now interested in funding student-led research. Keep it under 300 words and use a warm, conversational tone.”
Include what you want—and just as importantly—what you don’t want. A great prompt is typically a paragraph, not a sentence. But do not put in any information that is unnecessary.
3. Test and Iterate
Don’t stop at one prompt. Try a few variations to see what works best. Change up the wording, try different personas, or adjust the tone. Think of it like AB testing your fundraising messages—you’re looking for the best version to move your work forward.
4. Quality In = Quality Out
AI is only as good as the prompt you give it. Tell it clearly who it should be, what it should do, and how it should do it. Specificity is your friend.
A Quick Word of Caution
AI tools pull from a wide range of sources on the internet, which means not everything they generate will be accurate—or appropriate for your audience. Always fact-check and apply your professional judgment before using AI-generated content in donor-facing materials.
AI can be a powerful tool for fundraisers—but only if used thoughtfully. That’s where prompt engineering comes in. The way you frame your prompt can make all the difference in the quality of the response. Below, we’ll show two examples: one with minimal instruction and another with a well-crafted prompt that includes persona and context. You’ll see firsthand how the right prompt can unlock AI’s full potential.
Minimal Instructions Prompt Example
Prompt:
“Analyze this donor’s giving history and interests to recommend the best engagement strategy: Tony is a class of 1983 alum of the Mumford engineering college, which he supports annually with a $500 a year gift.”
ChatGPT Output:
Donor Profile: Tony
- Class Year: 1983
- College: Mumford College of Engineering
- Giving History: $500/year annually
- Engagement Status: Not specified—assume passive donor without recent deep involvement unless otherwise noted
Philanthropic & Engagement Insights:
1. Loyal & Consistent
- A consistent annual donor for many years—this demonstrates clear loyalty and likely a positive student experience. He’s “quietly committed,” which is valuable.
2. Affinity to Engineering
- His gift designation directly to the College of Engineering suggests he still identifies with his academic roots. This opens the door to content that aligns with engineering education, innovation, and student experience.
3. Untapped Engagement Potential
- Without known deeper involvement (advisory roles, event attendance, volunteering), Tony is a classic candidate for discovery-level engagement: someone who may give more and do more if personally invited.
Recommended Engagement Strategy:
1. Discovery Outreach
- Personalized Outreach: Send a personalized email or letter thanking Tony for his loyalty and asking if he’d be open to a short conversation to learn more about what motivates his giving.
- Key Questions: Ask what inspired his annual giving, what his most impactful RIT memories are, and what issues he cares about in engineering today.
2. Connect to Meaningful Opportunities
- Showcase Impact: Share a story or brief report showing how his gifts support current engineering students or capstone projects.
- Invite to Engage: Based on his interests, invite Tony to:
- Join a virtual engineering alumni roundtable or mentorship session
- Attend an upcoming regional or college-specific event
- Visit campus for a lab tour or capstone showcase
3. Introduce the Idea of an Increased Investment
- Next-Level Giving: Depending on his response and capacity, introduce an upgrade path:
- Senior Design Team Sponsorship (e.g., $2,500–$5,000/year)
- Multi-year Pledge toward a student-focused initiative
- Naming Opportunity for a piece of lab equipment, workspace, or scholarship fund
- Planned Giving Introduction: As a 1983 alum, Tony is entering the stage where planned giving (IRA, bequests) could be relevant. Lightly introduce that Mumford has resources to help alumni create a legacy in line with their passions.
Well-Crafted Prompt Example
Prompt:
“Act like an expert major gift fundraiser and Analyze this donor’s giving history and interests to recommend the best engagement strategy: Rob is a class of 1982 alum of Mumford who had a long career engineering and robotics. He gives $500 a year to the college of engineering and lives in Boston, MA where he recently retired. He says the senior team was his most valued experience at Mumford and was also part of the cross country team as a student. He still meats up with cross country teammates on an annual trip. As an alum he attended some regional events but has mentioned wanting to be more involved, maybe in an advisory board capacity.”
ChatGPT Output:
Donor Analysis: Rob – Class of 1982, Mumford College of Engineering
Giving History:
- Annual Gift: $500/year to the College of Engineering
- Consistency: Indicates loyalty, likely decades of uninterrupted giving
- Designation: Academic unit—shows sustained affinity to his discipline
Professional Background:
- Field: Engineering & Robotics (likely high technical expertise and potential capacity)
- Status: Recently retired in Boston—available time + reflective life stage = ideal for deepening engagement
- Geographic Relevance: Active alumni population in Boston; potential for regional volunteerism or event leadership
Student Experience:
- High Affinity Touchpoints:
- Senior Design Team: Cited as most meaningful experience—signals deep emotional connection to hands-on, team-based learning
- Cross Country: Maintains annual meetups with teammates = powerful emotional loyalty + built-in peer network
Alumni Engagement:
- Has attended some regional events
- Expressed interest in doing more—specifically advisory board involvement
Engagement Strategy
1. Deepen Personal Connection
Objective: Transition Rob from loyal donor to invested partner by honoring his Mumford identity and listening for passion points.
- Action: Reach out for a discovery meeting (Zoom or in-person in Boston) framed around gratitude and curiosity.
- Focus Areas to Explore:
- Why the senior team experience meant so much
- What excites him about current engineering trends
- How he’d like to contribute (time, expertise, financial support)
2. Leverage His Affinity for Experiential Learning
Objective: Tie his giving and potential involvement to the student experience he valued most.
- Position a Giving Opportunity:
- Sponsor a Senior Design Team ($2,500–$5,000/year) named in his honor
- Create a fund supporting student innovation or team-based capstone projects
- Option for multi-year pledge or IRA charitable rollover post-retirement
- Involve Him Beyond the Check:
- Virtual or in-person judging of capstone presentations
- Mentor a senior team aligned with robotics or systems engineering
- Invite him to the engineering building to meet faculty or students and see labs he could impact
3. Acknowledge His Athletic Affiliation
Objective: Reinforce emotional connection through athletics and peer identity.
- Connect him with alumni athletics engagement team to explore:
- Legacy giving in honor of the cross country program
- Special recognition at future reunions or athletic events
- Naming opportunities tied to athlete scholarships or travel funds
- Facilitate a cross country alumni reunion—he could be instrumental in helping lead or host this event
4. Offer Leadership and Recognition Pathways
Objective: Tap into his interest in being more involved—and signal that his experience and loyalty are valued.
- Advisory Board: Invite him to join the College of Engineering Advisory Council or a Senior Design Committee
- Alumni Mentorship: Offer short-term, low-lift options (e.g., mentoring one team or a speaking role at alumni-student events)
- Recognition:
- Profile him in alumni communications (e.g., “Why I Give Back” series)
- Celebrate his years of giving with a special acknowledgment at a Boston-area event
Next Best Actions
- Discovery Call or Visit: Schedule a personal conversation focused on listening and exploring his interests.
- Prepare a Custom Engagement Deck: Include senior team sponsorship options, advisory opportunities, and impact stories.
- Coordinate Internal Partners: Loop in engineering dean’s office and alumni engagement team for athletics/council connections.
Forward Fundraisers 