For an effective major gifts fundraising program, the Leadership Team—you as School Head, the Board President, the Chair of the Board’s Development Committee, and the Development Director—must shift your focus. You’re not raising dollars—you’re building relationships.
A healthy donor stewardship program is essential for your school to fulfill its dreams. That means you must tie your prospects’ interests and passions to your school's needs through relationship-building and shared understanding.
School donors want to make a difference and offer gifts that make that difference possible. You, as School Head, must create ongoing relationships with these donors, help them see how their gifts will transform your school, and keep them abreast of the changes that come about because of their generosity.
There are two primary reasons a donor will contribute a major gift.
- The donor knows his or her gift will make a significant impact in an area where he or she has a specific interest. For example, an arts patron is strongly committed to fostering young talent, so he or she may be inclined to make a major gift for a new arts center on your campus.
- The donor sees his or her gift as further support for an already-successful school.
The School Head is often seen as the “face” of the institution to the wider community. You represent your school, its mission, and the educational environment you provide.
You lead school operations and, at the same time, you articulate the school’s mission and vision to your supporters. You are the perfect person to showcase how major gifts support your school from both an operational and governance standpoint.
Cultivation and stewardship is a continual effort. You must build and maintain ongoing relationships with major gifts donors so they can see that their contribution does make a difference—not only in words, but in actions.
Check in often so they feel and understand that they are valued members of the school community—and not just the people who sign the big checks.
It’s your role to make sure your donors understand that their involvement is meaningful and transformational in your school’s ability to meet its mission with excellence.
Additional ISM Resources:
The Source for Advancement Vol 14 No. 3 What Defines a Major Gift?
The Source for Advancement Vol. 17 No. 1 Four Strategies That Can Help Turn a Prospect Into a Major Donor
Additional Resources for ISM Members:
I&P Vol. 42 No. 6 The Donor Cycle
I&P Vol. 43 No. 11 First Stage of the Donor Cycle: Identify
I&P Vol. 43 No. 13 The Second Stage of the Donor Cycle: Engage
