How can our nonprofit cultivate donors who can make major gifts?

By Debi Hoxter

If only there were an easy answer to the question of how nonprofits can win big donations. Campaign managers would certainly be able to relax a little.

But while there is no easy way to solicit major donations, the answer is actually quite simple: Relationships. Cultivating big donors is all about developing relationships, and while that takes significant time and energy, it pays off in the long run.

The question then becomes, what is the best way to build relationships? Start by reaching out to your board of directors, and ask for their support and guidance. They're often well connected and may know people in their network who would be a good match for your cause. Ask your board member to make an introduction, preferably in person, but at least by having their connection take your phone call.

If there is a dearth of leads from the board, start looking at your own network and conducting research. Find out who your competitors' major donors are and see if you have any common connections. Perhaps you have an old colleague who now works at the same company as a donor, or maybe you share a mutual connection with a prospect on LinkedIn.

Once you've identified a target prospect and have made a connection, you can begin the four-step courtship process: Qualify, cultivate, solicit and steward.

• Qualify: Get to know the prospect and see if your organization is of key interest. Determine if he or she has the proper financial capacity by inquiring about and researching other philanthropic activity.
• Cultivate: Make the prospect feel a part of the organization. Invite him or her to meet your organization's leadership, visit its facilities and attend its events. Demonstrate why your organization is different from others.
• Solicit: The actual ask should not come as a major surprise. Like a marriage engagement, both parties should be expecting and comfortable when the question is popped.
• Steward: After a donation is made, don't disappear until the next appeal time. Thank the donor repeatedly, and continue the relationship by inviting your donor to activities that are of interest, from volunteer efforts to cocktail parties. Even better if they can bring a friend to an event who might also be willing to donate.

The key through this process is to take your time. The clock should not be ticking for you to land a major donation; rather, expect that it will take time to court the prospect and ask when the time is right. Although cultivating major donors is time-consuming, it will ultimately pay off and build as your network grows and strengthens.

About the author: Debi Hoxter is Director, Corporate & Foundation Relations at Dunleavy & Associates. Pulling from her prior experience as Executive Director, Corporate Underwriting at WHYY, Debi works with clients to build donor and corporate relationships and create strategies for meeting revenue goals. She began her career in advertising, working first at Ted Bates and Grey advertising agencies in New York before serving as Advertising Sales Manager at Philadelphia Magazine.

What is the best way for a nonprofit to launch a capital campaign?

By Nancy Dunleavy

If you’re an astronaut, you know you’re ready to launch when NASA announces, “All systems go!”

If you’re Kung Fu fan, you know it is time for the student to launch when he can take a pebble from the hand of Master Kan.

But if you’re a leader in a nonprofit organization, only a feasibility study can tell you when you are ready to launch a capital campaign.

Feasibility studies are designed to determine your organization’s readiness and the probability of achieving the campaign goals. They typically take between three and six months because they involve surveying employees, board members, volunteers, and potential donors.

For a nonprofit planning its first capital campaign, a feasibility study is essential. Among the many potential pitfalls to be identified and addressed are insufficiencies in staffing levels, board support, volunteer capabilities, and donor commitment.

Successfully completing a capital campaign requires an entirely different kind of fundraising than nonprofits use to solicit typical annual donations. In most cases, you'll be asking for larger sums of money. So you need to determine if your supporters are willing and able to give more. Savvy donors may well ask if a feasibility study has been done before making a large donation.

Having successfully completed a previous capital campaign does not ensure that a new campaign will achieve its goals. You may be more confident in your ability to raise funds because of your past experience, but a new feasibility study will offer current insights that will enable you to better plan for a new set of circumstances. For example, you may learn that the market is not as strong as it was, and it would be best to adjust your aspirations and/or implement the campaign in phases, starting with a smaller goal and increasing it over time.

Communicating with prospective donors during the feasibility study can also garner new ideas for achieving campaign goals. For example, donors who will be asked to support construction of a building, such as a community center, might reveal that they would be more likely to donate if certain facilities were included, such as a basketball court or swimming pool.

Finally, feasibility studies should be conducted by an outside company or consultant, to ensure candid responses. Donors and prospects are unlikely to be completely forthcoming when someone on the staff or board of a nonprofit asks them about their level of commitment. Dunleavy & Associates has performed dozens of feasibility studies that have helped nonprofit organizations launch successful capital campaigns.

About the author: Nancy Dunleavy is the President and CEO of Dunleavy & Associates, which she founded in 2001. Chair of Gwynedd Mercy University Board of Trustees, Nancy also serves on the Board of Directors of The Union League of Philadelphia, and is Treasurer of Valley Forge Tourism and Convention Board.  She is a popular public speaker and has received numerous accolades for her work and leadership, but most prides herself on being an “extraordinary talent scout” in recruiting phenomenal clients, colleagues, and collaborators.