5 Ways to Become a Master at Fundraising Major Donations

I have been working in the social sector for a long time. I have had the experience of taking a nonprofit organization from zero to over $74 million in less than five years. At my current social enterprise, my team and I work with thousands of organizations to raise funds for the shoe campaign.

As an executive in the business and social sector, I understand the opportunities and strategic alliances that must be created. I also know the intricacies of identifying, cultivating, and soliciting major donors to invest in the vision. I have found that the key to success is creating a connection. Once a connection has been established, it is necessary to build trust. And, once you’ve earned that, I think a strong partnership with major donors means your organization shows persistence and tenacity. This shows the donor that their investment will, in fact, make a demonstrable difference.

Not too long ago, I had the opportunity to see my friend in action. He is a master in the art of fundraising for large donations. When he talks to prospects, he understands that he needs to build a strong relationship before asking the pitch or, in our business, the question.

This is what I observed when I had dinner with my friend and a potential prospect in whom he wants to make an investment.

1. John is passionate about his organization. You can feel the energy when he talks about it. When you hear his voice, you hear motivation and urgency to get things done. John manages to run a successful non-profit educational organization. What he does when talking to someone is he makes it personal. He talks about his children. He asks the prospect about his children and his upbringing. He then he elevates the conversation from their respective children to education for all children. It is a masterful and captivating narrative.
2. John is frank about the work that needs to be done. Although his organization is national, he can speak clearly about the successes and challenges in various cities across the country. He also understands what his non-profit organization is up against. Not everything is always rosy. It’s fine for him. He talks about it and doesn’t freak out. But, he always presents it in a positive light, that it can be improved. For him, failure is the only path to success.
3. He is strategic in the use of words. John is very determined in his words. He uses action-oriented descriptors such as: potential, future, possible, growth, investment, and more to do. Along with his passion, these words help John articulate the message he wants to convey. He is looking for his prospect to feel energized. He wants this individual to see himself as part of a successful endeavor. Therefore, John uses the positive action words that will help the prospect answer the call to action.
4. John had materials to leave with the donor, including a PowerPoint presentation that he printed and bound. He then took the iPad from him and handed it to the prospect once the deck was queued. John allowed the prospect to move across the deck, but he didn’t once look at him. He knew the deck, the statistics and the histories by heart. I realized within a minute or two that the donor just put the iPad down and listened to John. The prospect knew that John had it all under control and as he looked at some slides with facts and statistics, John was the master. It was more interesting for the prospective donor to engage directly with him.
5. John was in complete control. Towards the end of the meeting, the prospect wanted to deviate. She told John that she would “come back to him”. That statement was not acceptable to John. John expertly asked direct questions about the process. He wanted to understand his thinking. He was looking to talk to his wife, who was called out of town, about considering a gift? Why had he hit a similar organization in the past? What did he expect in return for the gifts he made to nonprofit organizations? He asked these questions and more in a way that was not hostile or offensive to the prospect. In fact, at the end of the conversation, the prospect emailed his assistant and asked her to set up a meeting with the prospect’s wife and John for the following week.

John is probably one of the best big fundraisers I’ve ever seen in action. He knows what he’s doing inside and out. That knowledge helps fuel his passion for this job. He’s also not afraid to ask questions and move on. He doesn’t have time to let things simmer, and he shows it. That’s why he’s a master fundraiser.