Remember Major Donors are People Too
I’ve been thinking a lot about major gift fundraising this month. I ran a strategy session with a client, where we brainstormed a whole menu of engagement activities for their new major donor programme. I spoke to a new fundraiser at one of the charities my sister and I support through the Sara and Michael Scanlon Trust. And I recorded a panel discussion with three amazing grant-makers (James Newell, Bushra Ahmed and Ugo Ikwoku). You can catch it at the Trusts and Major Donor Fundraising Conference hosted by Fundraising Everywhere next month.
I don’t want to give too many spoilers for that event (which you should definitely buy tickets for if you haven’t already!) But the common thread linking all of the above is that major donors are people too. This might seem obvious to you, but trust me, it's a pitfall that many in the fundraising world stumble into.
Some fundraisers treat Major Donors like aliens
I think it’s very easy as fundraisers to fall into the trap of thinking that so-called Major Donors are totally unlike us. We get paralysed with fear at the thought of contacting them. What if they are irritated by our call, or don’t like the tone of our email?
It's easy to get starstruck when you're dealing with someone who has the capacity to make a major gift. But you need to remember that major donors have interests, passions, and, yes, even quirks. So, the next time you find yourself face to face with a major donor, try not to deliver a scripted elevator pitch. Instead, strike up a genuine conversation. Ask about their day, their hobbies, their family —anything that makes them feel like a person, not a walking cheque book.
Trusts and Foundations are also people
And let's not forget about our friends in Trusts and Foundations. It's easy to think of them as a mysterious, bureaucratic force holding the keys to a treasure trove of funds. But guess what? They’re also made up of people who genuinely care about making a difference.
Next time you're drafting a grant proposal, picture the people behind the decisions. Be clear, be passionate, and remember, you're not writing to a faceless entity but to individuals who are rooting for your cause. Speak their language, don’t retreat into jargon and formality. Trusts and Foundations appreciate a good story as much as anyone else.
Top tips for how to interact with Major Donors, Trusts and Foundations
Be Authentic: People can sense insincerity from a mile away. Speak from the heart, not a script.
Do Your Homework: Before a big meeting, make sure you know about the person you’ll be meeting. What makes them tick? What are their priorities?
Tell Compelling Stories: Whether you're talking to a major donor or writing a grant proposal, stories matter. Make it personal, make it emotional, make it unforgettable.
Ditch the Jargon: Major donors, trusts, and foundations aren't impressed by fancy words. Speak plainly, and you'll connect on a deeper level.
Show Appreciation: A little gratitude goes a long way. Take the time to express your thanks, and demonstrate the impact of their support.
Remember, major donors, trusts, and foundations aren't mythical creatures. They're real, they're human, and they want to make a difference, just like you. So, let's treat them as the allies they are on our journey to change the world.
If you’re a trusts, grants, or major donor fundraiser that’s looking for a way to increase your impact and reduce your workload, buy your ticket for Fundraising Everywhere’s Trusts and Major Donor Conference on 14th December. Roots + Wings are proud members of Fundraising Everywhere and the links in this post are affiliate links.