New benchmarking research called Mastering Major Gifts asked: What are the critical success factors for major gifts (gifts $1K-$25K annually) fundraising, especially at smaller organizations with an income up to $10 million?
Some of the findings from Mastering Major Gifts:
1. We don’t keep our talent
You think donor retention is a problem? How about fundraiser retention?
The average length of time a director of development stays at a charity is now a miserably inadequate 16 months in the US … not nearly enough time to establish a program like “major gifts,” which can require a couple of years of start-up cultivation. The current problem makes no financial sense.
2. We don’t invest in developing our talent
We don’t invest in developing our talent, even though the training ROI is compelling. But as Amy Eisenstein gleefully announced, “TRAINING WORKS!”
Her study found that every time a fundraiser attends any competent training – conference, webinar, whatever in a 12-month period — the charity realized an added $37,000 in new income. Pay $3K for an international conference? Raise another $37,000 on average. Pay $99 for a webinar? Raise another $37,000 on average.
Nonprofits’ internal attitude is * BIG TIME * a part of the problem. Look at the multi-syllabic screenshot below.
Let me translate: When your board and staff have a good attitude about donors, you bring in lots more major gifts.
Small nonprofits should prioritize major gifts fundraising
Smaller organizations (up to $20 million in annual donor revenues; 50% under $1 million) should try major gifts fundraising FIRST, not last. Very good data for that proposition. Get the report. Click picture below.
“Hey, I’ve got a GREAT idea. How about a 5K Mini-Golf Ice Bucket Auction? Nancy, you can do that, right!”
YES! Get the report. BEFORE IT’S TOO LATE!!!