How to Identify Major Donors

Oct 28, 2022Donors, Identify Major Donors

Video Transcript

[00:00:00] Hi there, Nancy here! Listen up as I share my latest tips on bringing in the big fish.

[00:00:06] I have a three point test to identify a large gift donor. So let's identify who needs to be on your list to be potentials or prospects. Whichever word you wanna use. The first one is not going to surprise you and it's hands down number one is: they have to be passionate about your cause.

[00:00:27] Now there, there's evidence of passion in lots of ways. One is they showed up in an event. They paid $25 for a raffle. There's something. They opened their wallet. Now, sometimes that doesn't always tell you. It's just because a friend asked and they wanted to go to this auction, or they wanted to go to a chili cookoff and they really love chili. And that, you'd have to be careful, but there's some kind of indicator .

[00:00:50] That's number one. But think about that, just passion. There's something. They've, they've made a comment on social media about something. Or , I always say that a donor's passion leaves breadcrumbs. I think you, you just watch their activities things that they say, comment they make. If they're asking questions about something, that means they're curious more about your beneficiaries or what you do. Or how you do it. So you, listening is really important. So passion is one.

[00:01:23] Number two is they must have the means to give. And so now in our example, we established it as a thousand dollars is considered the threshold for a major gift. So you have to have some indication that they can give at that level. They've given to other organizations like yours. That's the biggest. Little bit of lifestyle. I'm careful about that because some people, their lifestyle doesn't match, their depth they may be leveraged. And, a person may be in debt and leveraged and they're living a lavish lifestyle and they really don't have the means. But just watch for indicators of the means to give without going too deep there.

[00:02:00] And the last one is: a person must be philanthropic.

[00:02:04] And that almost seems like a no brainer. That of course! People must be philanthropic, but not everyone is philanthropic. So really keep your antenna up about people who are philanthropic. Just because someone is wealthy does not mean they are philanthropic. Doesn't mean they have a heart for giving.

[00:02:25] And I know that seems odd in our world because if we're in nonprofit work, we wanna change the world. We wanna change our community, we wanna beat cancer, we wanna change the world. There's just no doubt and wanna change our community. And we think everyone has a heart forgiving it is not true. And I found out the hard way in several instances. So that's really important to watch for people's heart for giving Thier are indicators for that as well.

[00:02:50] Here's the thing: I focus on large gift fundraising. Multiple studies show around 90% of gifts come from around 10% of your donors. In other words, major donors carry the load for successful fundraisers.

[00:03:06] If you're not learning the ins and outs of large gift fundraising, you're missing out. So sign up and join me when I offer trainings and other opportunities to learn more about large gift fundraising. Just click the link here and I'll see you on the inside.

Nancy Rieves, Ed.D. is a fundraising coach. She provides executive and development directors with a roadmap to maximize and sustain major gift fundraising. She prepares leaders to be confident and successful in raising money. Reach her at nancy@nancyrieves.com.


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