Securing major gifts

Looking at the number of job advertisements for major gifts fundraisers, it is clear that many charities have recognised the valuable part that major gifts can play in the funding mix. Major gifts fundraising is cost-effective, with an excellent return on investment – when carried out well. Many charities find that this is one area of fundraising which they just can’t get right, whether in the context of a major capital campaign or in raising large sums from individuals.

Success frequently depends upon a very small group of donors, which in turn means that identification and cultivation of potential major donors is absolutely crucial. However, there are a number of facts that charities often choose to ignore:

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Potential major donors cannot simply be identified and acquired by a trawl through the Sunday Times Rich List. Without a pre-existing connection with your organisation, or concern for its areas of work, they are unlikely to be interested or, with the exception of some grant-making charities, to respond to a ‘cold’ approach.
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It is tempting to view a major gift approach as the equivalent of a commando raid – a quick sortie in and out, with the major gift metaphorically clutched under one arm. Major donors are rarely so easily persuaded to contribute; and, even if such a tactic works, it is certain that the gift you receive will have a fraction of the value you could have obtained with patience, perception and – critically – an incremental approach to the task.

Craigmyle’s experience over the past 50 years can help you to determine what place major gifts could play in your plans and how best to proceed. Craigmyle has supported clients in securing gifts ranging from £10,000 to as high as £10 million.

Craigmyle can advise you on key questions, including

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What is a major gift?
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How do you identify potential major donors?
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How long does it take to secure a major gift?
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Should you ask for a specific amount?
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Who should do the asking?
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We don’t think that major gifts are for us – are we right?

Where next?

For an informal discussion, phone us on 01582 762441, or send us an e-mail.

 
Find out how we can help with...
Capital campaigns
Feasibility studies
Revenue fundraising
Securing major gifts
Trust fundraising
Legacy programmes
Fundraising strategies
Charitable giving and taxation
Recruitment, training & interim management