Helping You Reach the Right People for the Right Purpose
Strategy and Tactic Example
Organizational Objective: Maximize Individual Giving
Goal(s):
Increase number of major gifts closed by 18% from 51 to 60
Increase major gift average gift size by 20%
Strategy:
Invest in training for major gift staff and volunteers
Tactics:
Action
Responsible
 Research options and obtain quotes
 Coordinate dates
 Sarah
 Jocelyn
Notes: _________________________________________________________________________________________
Researched consultants, conferences and webinar and online options_____________________________
___Opted to get a consulting firm to provide 2 days of onsite training and assist with ________
development of metrics and prospect management strategies___________________________________
Will also send MGO to AFP International conference in Spring 2012_____________________
___ Training schedule for February 3-5 2012___________________________________________________
_______________________________________________________________________________________________
_________________________________________________________________________________________
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Helping You Reach the Right People for the Right Purpose
Strategy Rationale Example
Organizational Objective: Maximize Individual Giving
Goal(s):
Increase number of major gifts closed by 18% from 51 to 60
Increase major gift average gift size by 20%
Strategy:
Invest in training for major gift staff and volunteers
Analysis of Strategy:
Major gift fundraising is a process-driven activity and best results can be achieved by adhering to
consistent and rigorous protocols. The principals of major gift fundraising can be easily learned and
an investment in major gift training can be invaluable for paid staff members, volunteers and even
program staff who may have a tangential role in major gift fundraising.
There are a number of training options available, depending on the organizations resources:
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Reading books and articles
Creating an internal training conducted by development professionals within the organization
or community
Hire a consultant or firm who specializes in major gift fundraising, board development and/or
training
Attend a national or regional fundraising conference
Attend web-based classes or workshops
Some of the most common mistakes made in major gift cultivation and solicitation include:
1. Not asking - fear of rejection or uncertainty concerning a prospect’s readiness to be asked can
prevent a solicitor from making the ask.
2. Asking too little – asking too little can result from not truly understanding a prospect’s capacity
to give, or not having adequate confidence in the project or mission for which the donation is
being solicited.
3. Asking too soon – large gifts must be cultivated, and rushing an ask is one way to get a resounding
“no.” Knowing what signs to look for can help assess a prospect’s readiness to give.
4. Asking for the wrong purpose – one of the essential’s to determine during the relationship
building and cultivation phase is the right purpose. Know your prospect’s passions and interests.
5. Not including the right decision makers – all too many solicitors make the ask only to hear, “I
really must talk with my financial advisor,” or, “My husband and I make all these decisions
jointly.”
6. Not including the right solicitors – including the right solicitor on your team can be important. If
this prospect is in the social circle with your organization board chair or CEO, by all means be
sure that person is included in the ask.
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Helping You Reach the Right People for the Right Purpose
7. Poor timing – making an appropriate ask means being sensitive to a prospects personal situation.
When his/her business is depressed, when s/he has just made a pledge to another charity, or
when a child is heading to college may be signals that now is not the right time to ask.
8. Inadequate preparation – when the time is right, and you know the right solicitors, decision
makers, amount and project, be sure to come prepared. Include a written proposal and know
what you are going to say and how you are going to say it. Be fully prepared to hear “yes!”
Training and professional development can help overcome all of these mistakes and more. Practicing
solicitations can make solicitors feel more prepared and more comfortable. In addition, good
training will include coaching on the processes and procedures that will keep you on track.
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