Major Donors ... Move 'Em Up the Ladder

As I speak to various groups across the country I am inevitably asked: "If a donor gave me $1,000 last year, how much should I ask them for this year?"

My response: "How have you reached out to this donor since the last gift was made?"

A rule of thumb for taking major gift donors to the next level is this: For every zero that appears at the end of the gift - that is how many personal touches you should have with the donor before asking for another gift. I use this same rule in calculating the initial ask.

Using the $1,000 example above - an effort should be made to incorporate at least three personal touches before the next ask takes place.

There are many ways to have a personal touch:

Thank them properly and in a timely manner - a thank you from a Board member is always a nice touch
Communicate with the donor the difference their gift has made to your organization
Invite them to tour your agency's facility to see first-hand the impact of their dollars
Take every opportunity to educate and communicate with donors about the great works of your organization - newsletters, emails, monthly memos, annual reports
Get to know your donors and their passions
Invite donors to the organization's significant events

Taking donors to the next level of giving is critical to the continued growth and viability of your organization. It is important to include all donors for cultivation, education, stewardship and/or identifying new programs or projects to expand their support.

- Emily Aldrich Barbour, Senior Vice President (Raleigh, N.C.) emily@hartsookcompanies.com

Another Smart Idea...From the Hartsook Best Practices Collection^SM

"I contact my major gift donors, in one way or another, every 21 days." - Karen Jensen, Orlando Regional Healthcare Foundation (Orlando, Fla.)

If you are interested in Best Practices and smart ideas, see these additional resources from Hartsook Companies:

"Fundraising Magic - 33.5 Strategies for Turning Board Members into Money Makers" by Robert G. Swanson (2007, ASR Philanthropic Publishing). This book shares proven strategies you can implement immediately to give Board members the confidence and tools needed to cultivate donors, solicit gifts and strengthen your organization's position in the community. To order this book, follow this link http://www.ASRpublishing.com.
"Reality Fundraising: Proven, Practical Ideas for the Enlightened Fundraiser" by Bob Hartsook (2005, ASR Philanthropic Publishing). The book features great ideas, insights and lessons learned through hundreds of best practices from nonprofit professionals nationwide. To order the book, follow this link http://www.ASRpublishing.com.
"Best Practices Coast to Coast^SM," a compilation of best practices from every state in the union.
"Hartsook Best Practices Collection^SM," our original collection of 250 best practices and great ideas.

For a free copy of "Best Practices Coast to Coast^SM" or the "Hartsook Best Practices Collection^SM", please email Tammy Weinman, tammy@hartsookcompanies.com, or visit our web site at http://www.hartsookcompanies.com/bestpractices2.shtml. We also invite you to contribute your own best practice by emailing Tami Druzba, tami@hartsookcompanies.com.

Interested in Speakers?

Hartsook consultants are available to speak to your organization on a variety of topics. To read more, visit http://www.hartsookcompanies.com/speak.shtml or email Tami Druzba at tami@hartsookcompanies.com to discuss the possibilities.

Visit the Hartsook Companies web site for:

• Educational opportunities
• Books/reference articles
• Conference/workshop speakers

Strategies for Success explores smart ideas, connecting with more than 1,500 fundraising professionals bi-weekly. We welcome your contributions or comments. If you'd like a free subscription to Strategies for Success - or its monthly companion, eHartsook on Philanthropy - contact Tammy Weinman, tammy@hartsookcompanies.com. You also can reach her at 316.630.9992.

Our web site is located at http://www.hartsookcompanies.com.