Author: Seize The Weekday

Major gift fundraisers understand that they often don’t rank as a top priority for their prospects. They find themselves competing with the demands of their prospects’ busy lives, which may include work, family, hobbies, and support for various other organizations. Securing a response from a prospect and arranging a meeting can prove to be quite a challenge. However, employing persistence and imaginative messaging can be the key to avoiding being ignored. The ultimate objective is to pique a prospect’s curiosity enough to open your email. Here are seven clever strategies to enhance your fundraising toolkit:

1. Leverage Faculty and Staff Relationships: Your university’s faculty and staff likely hold the strongest connections with alumni. Utilize these valuable resources to your advantage. Collaborate with them, convey your strategy, tap into their insights, and earn their trust. The time invested in nurturing these relationships pays off when they provide you with promising leads. Incorporate the name of the faculty or staff member in your email, as it often captures attention. (Example: “Dr. Stephanie Dorado referred me to you…”)
2. Harness LinkedIn Connections: LinkedIn is another invaluable tool. If you’re connected with a prospect on LinkedIn, take a look at your shared connections. These mutual connections can be an enticing way to grab your prospect’s attention and serve as an excellent conversation starter. (Example: “I noticed you’re connected with Robert Danforth. I had the pleasure of meeting him in Austin last month.”)
3. Archives Rediscovery: Most universities maintain archives filled with photos, yearbooks, and more. This is a goldmine of resources. Nothing warms an alum’s heart like receiving a photograph from their college days. Include such a photo as an attachment in your email request. Your effort to find and share this memory will be greatly appreciated, and it’s likely to prompt a response.
4. Highlight Student Achievements: While photos are compelling, so are the awards and accomplishments that your prospect may have achieved as a student. The same principle applies: delve into your prospect’s history, and if you unearth a notable achievement, send an email to celebrate it. For instance, if an alum still holds the record for the most points in a single basketball season, share the top-ten list with them. Or, if they received a prestigious academic award as a student, provide them with an archived article about it. The objective is to elicit a response – and you will.
5. Embrace Honesty: Most prospects may assume that fundraisers are solely interested in asking for donations. Sometimes, taking a candid and sincere approach in your messaging can yield results. Be transparent – inform them that while fundraising is your role, you won’t be seeking donations during your initial visit. Your mission is to listen and discover their passions and potential interests in supporting future endeavors. Honesty can go a long way.
6. Stay Informed About the News: Keep an eye on the news. If you come across information about an alum, their company, a community award, or other accomplishments, use this as an opportunity to connect with your prospect. Sending a simple message that references the news piece demonstrates your interest and offers recognition. Everyone appreciates acknowledgment and the sharing of good news.
7. Deliver a Thoughtful Gift” Pay attention to your donor’s recent giving history. Beyond personal notes, consider the idea of delivering a gift or token of appreciation. Contact your prospect and express your desire to meet in order to present a gift in recognition of their recent donation. It’s a straightforward way to confirm an easy visit.

Remember, sometimes not initially achieving your desired outcome can lead to serendipitous opportunities. Get creative and crafty in your approach.

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Navigating the realm of qualification visits with potential major gift prospects can be a formidable challenge, often bordering on the exasperating. These are individuals who lead busy lives filled with an array of competing priorities, none of which may align with your own. So, the pivotal question remains: How can you establish a lasting impression and secure a coveted spot on their demanding calendars? As a seasoned fundraiser, your answer lies in the art of crafting a profoundly effective message—one that not only captures their attention but also elucidates the undeniable value of meeting with you. In this article, we will meticulously dissect the three critical components of a persuasive qualification email, equipping you with the tools needed to successfully secure a visit.

Consider the subject line as the gateway to your email’s reception. It stands as the initial impression your communication will make on your esteemed recipient, making it an imperative focal point for your efforts. To maximize its impact, infuse your subject line with intrigue, importance, and resonance. In the opening two sentences, your task is to seize their attention swiftly and deliver a captivating incentive compelling enough to get them further into your message. The open rate of your email hinges upon a well-crafted hook, so allow your creativity to shine.

Having successfully drawn your prospect into your email’s content, your next mission is to concisely outline the specifics and advantages of meeting in the body of your message. The most potent benefits to highlight are those that align with your prospect’s personal interests and career pursuits. Craft your message in such a way that your prospect genuinely believes that the meeting you propose will be a rewarding and productive investment of their time. Essentially, your aim is to convey that this meeting is not just an obligation but an opportunity.

Time is an irreplaceable commodity, and respecting it is paramount. The more you can streamline the scheduling process and make it convenient for your prospect, the greater the likelihood that they will commit to the meeting. Consider providing a specific time frame that accommodates their schedule, or go the extra mile by suggesting a rendezvous at their office for maximum convenience. By doing so, you not only simplify the scheduling process but also underscore your respect for their time. Remember, brevity is key; keep the meeting timeframe succinct, ideally within a 20-minute window.

So, what are you waiting for? It’s time to proactively reach out to your next major gift prospect, armed with a finely crafted email that embodies these three crucial elements. By mastering the art of persuasive communication in this context, you enhance your chances of securing valuable visits and nurturing the relationships that drive philanthropic support for your cause.

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Congratulations on your promotion to lead a team of fundraisers—it’s a well-deserved achievement! However, this new role brings a fresh set of responsibilities. How can you effectively lead a team while maintaining your own fundraising prowess? Achieving the delicate balance of leadership, knowledge sharing, and nurturing exceptional fundraisers requires finesse. Here are some valuable tips to help you navigate this exciting journey:

1. Prioritize Your Team:

Your team members should be your top priority. Each day, consider what they need to thrive. Keeping tabs on your team’s progress is crucial. You can use tools like the iPhone Notes app to create individual notes for each team member, outlining their specific needs and upcoming gift opportunities. This keeps you well-informed and enables you to provide timely support. Find a system that works best for you.

2. Always Be Accessible:

A strong manager-direct report relationship is built on trust and open communication. Make yourself readily available for your team. If a Major Gift Officer (MGO) needs to discuss a prospect’s strategy, aim to meet or talk with them on the same day. These conversations can significantly impact the progress toward closing a gift and demonstrate your commitment to their success.

3. Keep Your Team Focused:

MGOs often spread their efforts across multiple prospects or smaller gifts instead of focusing on top prospects with higher closing potential. Encourage your team to work smarter by redirecting their attention to these key prospects. Consider using tools like a prospect tracker spreadsheet to organize solicitation prospects by gift amount and ask timeline. Review this document in your one-on-one meetings to track progress.

4. Foster Forward Momentum:

As a manager, inspire your team to achieve more. Challenge them with questions like, “Could we ask for more?” or “Should we make this ask sooner?” Sometimes, a gentle push can be beneficial. Embrace the concept of “Constant Gentle Pressure,” setting high standards, and offering kind correction when needed. This approach helps maintain important standards while motivating your team to excel.

5. Onboarding is Crucial:

The onboarding process for a Major Gift Officer is a critical opportunity. Invest time in it to ensure success. Reinforce your team’s values, involve them in donor visits, provide comprehensive training, and establish clear company protocols and procedures. Define the desired team culture through your leadership and enthusiasm. Setting the course from the beginning paves the way for long-term success.

6. Embrace Continuous Learning:

Regardless of your fundraising expertise, immerse yourself in continuous learning. Seek inspiration from success stories, valuable articles, and blogs. Ask your team members about their skill development needs and provide the necessary resources to support their growth. Encourage fundraisers to share their gift stories from start to finish, fostering camaraderie within the team. Don’t hesitate to share your own learning experiences, including missteps—these often yield the most valuable lessons.

Lead. Educate. Motivate. You have the tools to succeed, and by following these principles, you’ll inspire your team to reach new heights.

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As you embark on the journey of qualifying yet another prospect, your preparation includes a meticulously crafted list of questions aimed at uncovering their wealth and affinity for your cause. But amidst your arsenal of inquiries, there’s one question that consistently stands out as a beacon of insight:

“What was the one part of your college experience you valued the most?”

This single question possesses the uncanny ability to peel back the layers of your prospect’s past, unveiling their passions and aspirations. It serves as the key to crafting a strategic roadmap for future engagements, which may ultimately shape the direction of their major gift contribution. Below, we delve into the myriad ways this pivotal question can illuminate your path toward donor engagement:

Answer: Scholarship

“I received a scholarship that helped me a lot. Without it, I don’t know if I could have finished my degree at Mumford University.”

This response is a goldmine of opportunity. With the right cultivation, this prospect is ripe for a heartfelt appeal for a scholarship donation. The prospect’s personal connection to the importance of financial assistance can be leveraged to create a compelling case for their philanthropic support.

Answer: Faculty Member

“Professor Inglewood from the Physics Department was an unbelievable mentor to me. During my first year, I struggled, and he took the extra time to help me get through. I still keep in touch with him.”

This revelation offers a chance to deepen the prospect’s engagement. Consider updating the prospect on Professor Inglewood’s current activities and the department’s achievements. Facilitate a meeting between the prospect and the esteemed professor. This connection may pave the way for a major gift, perhaps in honor of the professor, such as a scholarship or student support fund.

Answer: Student Groups/Sports/Greek Organizations

“I was a member of the Computer Science Club on campus. What a great experience. I created lifelong friends, and it helped me to land an excellent job because club members were being highly sought after and recruited.”

Engaging prospects who cherish their involvement in clubs, sports, or Greek organizations offers numerous avenues for connection. Explore opportunities such as reunions, speaking engagements, or mentoring roles. Moreover, consider the potential for an endowed gift to support these groups, securing their lasting impact on future students.

Answer: Academic Support Center

“The academic support center was a huge help to me as a student. I struggled early on in my math and science courses. They took the extra time to get me up to speed, and I made the dean’s list consistently.”

Here lies a chance to further nurture this prospect’s connection to their alma mater. Propose a meeting between the prospect and the director of the academic support center. By highlighting the critical need for additional support staff, you may inspire the prospect to pay it forward with a gift to endow funds, ensuring that future students receive the same invaluable assistance.

Answer: Capstone Project

“My senior year, I was part of a capstone project where a team of students consulted on a project for a local engineering firm. The project taught me a lot about working in teams, and I eventually got a job with the engineering firm.”

Capstone projects are a treasure trove of engagement opportunities. Your prospect may relish the chance to meet with current students or the program’s director. Ultimately, the goal could involve securing an endowed fund to support guest coaches and provide essential project materials, enhancing the program’s impact.

With the invaluable “One Question” in your repertoire, your mission is clear: Listen attentively and uncover the passions that drive your prospects. These insights are the seeds of enduring connections and transformative philanthropy. So, seize the moment and let the power of this question guide you toward cultivating meaningful relationships with your donors.

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Establishing strong connections with major gift prospects is a strategic process that unfolds over time, with a key component that should never be underestimated: timely and thorough follow-up. As a dedicated fundraiser, your biggest priority should be to ensure that every interaction and conversation with your prospects is followed by a prompt response, ideally within a 24-hour window. This commitment sends a resounding message to your prospects—namely, that you not only value the budding relationship but also consider them a top priority within your organization. After all, who doesn’t yearn to feel genuinely valued? Allow me to illustrate this point with a compelling example:

Imagine a fundraiser has recently engaged in a lunch meeting with a promising prospect. During this dialogue, they explored various topics of mutual interest, including:

1. The impending retirement of the prospect’s beloved professor, Dr. Alfred Letz.
2. Ongoing research in the field of 3D printing at Mumford, a subject of potential significance to the prospect’s company.
3. Updates concerning the Women in Engineering Endowed scholarship, to which the prospect verbally committed an additional $10,000 during the meeting.
4. The prospect’s daughter’s contemplation of enrolling at Mumford the following fall.

In this scenario, the follow-up email within 24 hours might look something like this:

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Subject: Our Lunch Meeting Recap

Dear Leslie,

I trust this message finds you well. I wanted to express my sincere appreciation for the valuable time we shared over lunch yesterday; it was truly enriching to reconnect with you. I must start by extending our heartfelt gratitude for your generous commitment of an additional $10,000 to the Women in Engineering Endowed Scholarship. Your support means the world to our women engineers, and your generosity does not go unnoticed. Upon sharing this wonderful news with our club president, she and her fellow students expressed eagerness to set up a Zoom meeting to personally convey their gratitude and provide program updates. Please let me know your availability for the upcoming weeks so that we can schedule this special encounter.

I’m thrilled to update you on some of the topics we discussed during our meeting. We are in the process of planning a grand retirement celebration for Professor Letz this spring, and I’ll be sure to forward the details as soon as they become available. In the meantime, you might find this article about his retirement of interest: Link.

Regarding our conversation on 3D printing at Mumford and its potential alignment with your company’s interests, I wasted no time in reaching out to Dr. Ellen Hilimire (ehilimire@mumford.edu), the professor leading this research initiative. I apprised her of your potential interest and furnished her with an overview of your company.

Furthermore, I couldn’t be more thrilled about your daughter’s contemplation of attending Mumford next fall. Following in your footsteps would be a remarkable journey, and should she require additional information about the electrical engineering department or wish to embark on a department tour, please don’t hesitate to let me know. I’d be delighted to facilitate these arrangements.

Leslie, I want to extend my heartfelt gratitude once more for your time, your insights, and our engaging conversation. It’s our hope to see you on the Mumford campus this spring for what promises to be a memorable event. Go Tigers!

Warm regards,

Mike Patterson

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This concise yet comprehensive email underscores the essence of effective follow-up. In the world of non-profit fundraising, it’s essential to recognize that we may not always occupy the top slot on our prospect’s priority list. Swift follow-up, however, reaffirms our commitment, communicates our genuine appreciation, and establishes a bedrock of trust with our prospects—a foundation upon which major gifts are often built. It’s an opportunity to astonish and inspire. So, why wait? The clock is ticking, and every moment counts on the journey to securing that transformative philanthropic commitment.

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