For a donor, the decision to give their largest gift is not one taken lightly. Just like there is a natural progression within a relationship that leads to engagement, there are specific phases to making important decisions around giving.
This is a seemingly innocent question that elicits responses all over the charts. Nearly every nonprofit uses the term ‘major gift’ and has a quick definition of its meaning, but no two definitions are the same.
All too often, the term "major gifts fundraising" is misused, misrepresented, and misunderstood. Nearly every nonprofit professes to do some version of major gifts fundraising, and all consulting firms claim to be major gift experts. However, I believe that few nonprofit organizations have a true major gifts program and even fewer consulting firms grasp the philosophy behind a quality relationship-based funding strategy. In fact, major gifts fundraising often becomes a game of confusing oranges for apples.
The very term "major gifts" is intimidating to many. What does it mean? Who are these so-called major donors? These are the questions asked every day by organizations that haven't yet ventured into a relational model of fundraising.
Most of us in the field of development are familiar with the term "donor fatigue." While specific definitions will vary, most of us would agree that donor fatigue occurs when we go to the same well too many times for financial support. We have this image of donors responding to our request for support by saying, "Really? Again? Am I the only one who gives to this mission?"
We have all daydreamed of an angel-donor who appears out of nowhere and drops in our laps a massive amount of money for our mission. Think of the immediate financial problems it would solve: It would completely take away the stress associated with managing monthly cash flow. It could also make those grandiose dreams of expansion an immediate reality. But is there a downside? In short, yes – if not managed properly, a mega-gift can often create more harm than good, and can sometimes lead to the demise of a nonprofit organization.
There are a lot of resources on the topic of stewardship and accountability in the development office, and most of them are helpful for development professionals as they strive to be responsible. However, the problem with most of the material on this topic is that it only applies to relationships with donors. As development professionals, you are also faced with other relationships that demand your stewardship and accountability – and those relationships are your greatest responsibility.