Copyright Marts & Lundy

Major Gift FundraisingA continuous model for identifying and

engaging those donors who are essential to your achieving your mission

Kathleen Hanson

Senior Consultant and PrincipalLeader – Schools Practice Group

Editor, The NAIS Handbook on Marketing Independent SchoolsNESA Leadership Conference – October 2011

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Our focus

How to maximize large gifts from individuals

without a campaign format.

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Major Gifts

The concept:

Major gift prospects have the continuing potential to make one-time gifts or multi-year pledges that will meet the larger needs of your school.

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Some programs are organized by gift level

Major Gifts - $100,000 to $1 million Leadership Gifts - $1 million to $5 million

Principal Gifts - $5 million and up

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Successful Major Gift Programs

Must exist within an ongoing

development program that has an annual fund and the capability to accept planned gifts

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Why Major Gifts

• Most schools have effective annual funds; however, they do not seek major gifts unless they are in a campaign. – Result: Many folks leave your school

without being asked for a major commitment

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Major Gift Program Benefits

Focuses on the timing and interests of the donor

No start and stop times – ongoingIs most effective when the major gift

funding initiatives are discreet projectsTechnology; Outdoor Science Labs

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What is required?

• Compelling programs• A prospect pool with the capacity and

inclination to assist the school• Staff and volunteers capable of identifying,

cultivating, soliciting and stewarding prospects

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Major Gift Fund Initiatives

Clearly articulated and evaluated yearly by the Development Committee

Each initiative must be well defined Purpose of the programHow it benefits the students/facultyWhat difference will it make?How will you measure it

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Prospect Pool

The prospect pool needs to be evaluated based on their capacity to give, their interests, and their affection for the school.

This is highly targeted and individualized.

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One key element

Involvement - experienced fund raisers know that the primary motivator for a major gift is involvement.

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The “insider”

The “insider” is fully informed of your plans and wants to help you fulfill them.

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Structure of the Program

The best way to design the structure is to study your current prospect pool.

What is the capacity of your top prospects? What is your staffing level?

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A typical major gift officer in a school will have 50 to 60 prospects in their portfolio.They are matching interests with

programsThey are cultivating either in a small

group or individually

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The development staff must understand why and how major donors make gifts to non profits.They are drawing on their assetsMany prefer a proposal for supportThey will ultimately make a decision

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Mechanism for Tracking Essential

Management of the process

Management of the gift

Acknowledgement

Stewardship

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Not unlike a campaign

Major gifts programs have the elements of a campaign; however, they are ongoing and targeted.

They match the school’s need with the donor’s interests and timingThey can provide substantial support

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Q & A