Major Gifts Ramp-Up Motivation Matrix
The fundraising practitioner who is truly committed to a donordriven philosophy of development have developed an intuitive
command of the interchangeable elements of the Major Gifts
Ramp-Up Motivation Matrix.
Here’s what it means to be donor-driven:
“How can you help a person accomplish the goals to which they've
been called? How do you partner, walk side-by-side, co-labor with,
invest in, and ensure they become part of your family in a manner
that considers their needs first? Donors have desires…it’s your
responsibility to understand what they are and make them come
true. What are their interests? What constructs in their lives cross
with the constructs emerging from your organization? It’s at this
point that there’s relationship…that development occurs.”
In order to design a plan of care that considers a donor’s personal
goals we must commit to knowing inside and out the elements
inventoried in the Major Gifts Ramp-Up Motivation Matrix.
MAJOR GIFTS RAMP-UP DONOR MOTIVATION MATRIX
DONOR:
CAUSE:
REQUIREMENT:
COMMUNICATION:
PERSONALITY:
Communitarian
Socialite
Devout
Investor
Dynast
Repayer
Altruist
Religion
Education
Human Welfare
Healthcare
Public Benefit
Arts/Culture
International
Environment
Animals
Belief in Mission
Fiscal Stability
Interest in Project
Staff Leadership
Volunteer Leadership
Respected Locally
Respected Nationally
Influence of Solicitor
Memorial Opportunity
Gift Recognition
Challenge/Leadership Gift
Campaign Cabinet
Board/Committee Service
One-On-One
Email/Online
Interactive/Onsite/Tour
Direct Mail
Special Events
Video
Telephone
Collateral Documents
The Duty Fulfiller
The Mechanic
The Nurturer
The Artist
The Protector
The Idealist
The Scientist
The Thinker
The Doer
The Guardian
The Performer
The Caregiver
The Inspirer
The Giver
The Visionary
The Executive
(Seven Faces of
Philanthropy)
Animals
-Mission Statement
-Vision Statement
-Case for Support
-Strategic Plan
-Fundraising Plan
Expert fundraising practitioners understand the unique type, cause,
requirements, personality and communication preferences that make up
donor psyche. Effective development officers watch and listen for clues
that reveal donor intent, need and satisfaction and design a path that leads
a prospect to a “yes/no” decision. These clues are used to create
customized individual plans of care that meets a donor’s need rather than
relying on a one-size-fits-all approach.
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(Myers Briggs)
Motivation Matrix - Pg. 1
DONOR TYPE:
• Communitarian
• Devout
• Investors
• Socialite
• Repayer
• Altruist
• Dynast
(26%)
(21%)
(15%)
(11%)
(10%)
(9%)
(8%)
“Doing Good Makes Good Sense”
“Doing Good is God’s Will”
“Doing Good is Good Business”
“Doing Good is Fun”
“Doing Good in Return”
“Doing Good Feels Right”
“Doing Good is a Family Tradition”
PRACTITIONER KEY: Knowing
“type” will affect how you
craft the specific proposal you
write to engage the donor’s
heart, dreams & desires.
(Seven Faces of Philanthropy)
DONOR CAUSE:
• Religion
• Education
• Human Welfare
• Healthcare
• Public Benefit
• Arts/Culture
• International
• Environment
• Animals
(31%)
(16%)
(12%)
(10%)
(7%)
(5%)
(4%)
(3%)
(1%)
PRACTITIONER KEY: What makes you different? Your case for
support must demonstrate how you UNIQUELY TRANSFORM the
population within the relevant “cause space.” How do your
differences make you more effective than other nonprofits who
reside in the same space?
DONOR REQUIREMENT:
• Belief in Mission
• Fiscal Stability
• Interest in Project
• Staff Leadership
• Volunteer Leadership
• Respected Locally
• Respected Nationally
• Influence of Solicitor
• Memorial Opportunity
• Gift Recognition
• Challenge/Leadership Gift
• Campaign Cabinet
• Board/Committee Service
PRACTITIONER KEY: These “requirements” are purely one of
sound nonprofit management and are a reflection of the quality of
your administrative, staff & board leadership. Each of these critical
managerial elements/issues/components are contended with
through continuous organizational development.
DONOR COMMUNICATIONS:
• One-On-One
• Email/Online
• Interactive/Onsite/Tour
• Direct Mail
• Special Events
• Video
• Telephone
• Collateral Documents
PRACTITIONER KEY: Cultivation is impossible without contact.
What type of “touch-points” is your prospect most comfortable
with and have you developed the systems and media that allow
you to interact with them in a manner that meets their goals?
-Mission Statement -Vision Statement
-Case for Support
-Strategic Plan
-Fundraising Plan
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Unauthorized Reproduction is Prohibited
Motivation Matrix - Pg. 2
DONOR PERSONALITY:
• Extraversion
• Introversion
• Sensing
• Intuition
• Thinking
• Feeling
• Judging
• Perceiving
(E)
(I)
(S)
(N)
(T)
(F)
(J)
(P)
PRACTITIONER KEY: An important part of meeting needs is
developing solicitations based in part on the unique personality
type of the donor. Myers-Briggs remains the gold standard and
is more easily mastered if the solicitor commits to personally
going through the testing process every twenty-four months.
Favorite world: Do you prefer to focus on the outer world or on your own inner world? This is called
Extraversion (E) or Introversion (I).
Information: Do you prefer to focus on the basic information you take in or do you prefer to interpret and
add meaning? This is called Sensing (S) or Intuition (N).
Decisions: When making decisions, do you prefer to first look at logic and consistency or first look at the
people and special circumstances? This is called Thinking (T) or Feeling (F).
Structure: In dealing with the outside world, do you prefer to get things decided or do you prefer to stay
open to new information and options? This is called Judging (J) or Perceiving (P).
ISTJ - The Duty Fulfiller
Serious and quiet, interested in security
and peaceful living. Extremely thorough, responsible, and dependable. Well-developed powers of
concentration. Usually interested in supporting and promoting traditions and establishments. Wellorganized and hardworking, they work steadily towards identified goals. They can usually accomplish any
task once they have set their mind to it.
ISTP - The Mechanic
Quiet and reserved, interested in how and why things work. Excellent skills with mechanical things. Risktakers who live for the moment. Usually interested in and talented at extreme sports. Uncomplicated in
their desires. Loyal to their peers and to their internal value systems, but not overly concerned with
respecting laws and rules if they get in the way of getting something done. Detached and analytical, they
excel at finding solutions to practical problems.
ISFJ - The Nurturer
Quiet, kind, and conscientious. Can be depended on to follow through. Usually puts the needs of others
above their own needs. Stable and practical, they value security and traditions. Well-developed sense of
space and function. Rich inner world of observations about people. Extremely perceptive of other's
feelings. Interested in serving others.
ISFP - The Artist
Quiet, serious, sensitive and kind. Do not like conflict, and not likely to do things which may generate
conflict. Loyal and faithful. Extremely well-developed senses, and aesthetic appreciation for beauty. Not
interested in leading or controlling others. Flexible and open-minded. Likely to be original and creative.
Enjoy the present moment.
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Motivation Matrix - Pg. 3
INFJ - The Protector
Quietly forceful, original, and sensitive. Tend to stick to things until they are done. Extremely intuitive
about people, and concerned for their feelings. Well-developed value systems which they strictly adhere
to. Well-respected for their perserverence in doing the right thing. Likely to be individualistic, rather than
leading or following.
INFP - The Idealist
Quiet, reflective, and idealistic. Interested in serving humanity. Well-developed value system, which they
strive to live in accordance with. Extremely loyal. Adaptable and laid-back unless a strongly-held value is
threatened. Usually talented writers. Mentally quick, and able to see possibilities. Interested in
understanding and helping people.
INTJ - The Scientist
Independent, original, analytical, and determined. Have an exceptional ability to turn theories into solid
plans of action. Highly value knowledge, competence, and structure. Driven to derive meaning from their
visions. Long-range thinkers. Have very high standards for their performance, and the performance of
others. Natural leaders, but will follow if they trust existing leaders.
INTP - The Thinker
Logical, original, creative thinkers. Can become very excited about theories and ideas. Exceptionally
capable and driven to turn theories into clear understandings. Highly value knowledge, competence and
logic. Quiet and reserved, hard to get to know well. Individualistic, having no interest in leading or
following others.
ESTP - The Doer
Friendly, adaptable, action-oriented. "Doers" who are focused on immediate results. Living in the hereand-now, they're risk-takers who live fast-paced lifestyles. Impatient with long explanations. Extremely
loyal to their peers, but not usually respectful of laws and rules if they get in the way of getting things
done. Great people skills.
ESTJ - The Guardian
Practical, traditional, and organized. Likely to be athletic. Not interested in theory or abstraction unless
they see the practical application. Have clear visions of the way things should be. Loyal and hard-working.
Like to be in charge. Exceptionally capable in organizing and running activities. "Good citizens" who value
security and peaceful living.
ESFP - The Performer
People-oriented and fun-loving, they make things more fun for others by their enjoyment. Living for the
moment, they love new experiences. They dislike theory and impersonal analysis. Interested in serving
others. Likely to be the center of attention in social situations. Well-developed common sense and
practical ability.
ESFJ - The Caregiver
Warm-hearted, popular, and conscientious. Tend to put the needs of others over their own needs. Feel
strong sense of responsibility and duty. Value traditions and security. Interested in serving others. Need
positive reinforcement to feel good about themselves. Well-developed sense of space and function.
ENFP - The Inspirer
Enthusiastic, idealistic, and creative. Able to do almost anything that interests them. Great people skills.
Need to live life in accordance with their inner values. Excited by new ideas, but bored with details.
Open-minded and flexible, with a broad range of interests and abilities.
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Motivation Matrix - Pg. 4
ENFJ - The Giver
Popular and sensitive, with outstanding people skills. Externally focused, with real concern for how
others think and feel. Usually dislike being alone. They see everything from the human angle, and dislike
impersonal analysis. Very effective at managing people issues, and leading group discussions. Interested
in serving others, and probably place the needs of others over their own needs.
ENTP - The Visionary
Creative, resourceful, and intellectually quick. Good at a broad range of things. Enjoy debating issues, and
may be into "one-up-manship". They get very excited about new ideas and projects, but may neglect the
more routine aspects of life. Generally outspoken and assertive. They enjoy people and are stimulating
company. Excellent ability to understand concepts and apply logic to find solutions.
ENTJ - The Executive
Assertive and outspoken - they are driven to lead. Excellent ability to understand difficult organizational
problems and create solid solutions. Intelligent and well-informed, they usually excel at public speaking.
They value knowledge and competence, and usually have little patience with inefficiency or
disorganization.
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Motivation Matrix - Pg. 5
AUTHOR – MAJOR GIFTS RAMP-UP MOTIVATION MATRIX
James P. LaRose, CFRE, CNC - Founder - James P. LaRose Companies
Phone: (803)808-5084 Email: [email protected]
James P. LaRose, CFRE, CNC known around the world as “Jimmy LaRose the Fundraiser's Fundraiser,"
continues to transform nonprofit executives tasked with the raising of money in a tumultuous 21st
Century economy. His passion for the nonprofit sector is without bounds and his love for the leaders who
serve is unparalleled. His heroes are those men and women of the charitable world who lay down their
lives daily for the hurting and the hopeless. He’s spent the last twenty years supporting executives,
volunteers, staff and board members across six continents who spend themselves in service to others.
Jimmy is fond of sharing with professionals that, "Money chases after ideas, and there will always be
generous people who will amply support a great dream backed by a
sound plan." Jimmy is the founder of the National Development
Institute, Development Systems International and ProPlatforms. He
is the author of the internationally recognized fundraising series
MAJOR GIFTS RAMP-UP and is the designer of the MAJOR GIFTS
RAMP-UP CLOUD, a complete back-office for nonprofit executives.
Jimmy led the design team that established Certified Nonprofit
Consultant (CNC), a credentialing process that supports nonprofit
executives committed to sharing their management experience with
their peers. He is the co-founder of the CauseCause.com platform, an online social media community
network that supports citizens of the world committed to advancing the common good. He is the cofounder of DonorScope.com, a web-based research portal that identifies altruists, philanthropists and
their capacity to give to causes for which they personally care. Jimmy has been credentialed by the
National Development Institute as a Certified Nonprofit Consultant (CNC) and holds the Certified Fund
Raising Executive (CFRE) certification. He is the founding President of the Western Maryland Chapter of
the Association of Fundraising Professionals (AFP) and is a graduate of AFP's Faculty Training Academy
(FTA) and has been named by the AFP as a “Subject Matter Expert” on the raising of money. Jimmy has
also served as a specialist with the U.S. State Department's Speakers Bureau and has traveled the world
working with embassies, foreign governments, and leaders to promote philanthropy and civil society in
developing countries. He is a graduate of Indiana University's Executive Leadership Program, Indianapolis,
IN, the National Planned Giving Institute, Memphis, TN, Tennessee Temple University, Chattanooga, TN.
Jimmy and his wife Kristi make their home in Lexington, SC.
ADDITIONAL ONLINE FUNDRAISING RESOURCES:
www.MajorGiftsRampUp.com
www.FundraisingFarmer.com
www.Development.net
www.DonorScope.com
www.facebook.com/James.P.LaRose
www.ConsultingCertification.org
www.NonprofitConferences.org
www.PAXglobal.com
www.JimmyLaRose.com
www.twitter.com/jimmylarose
Development Systems International
P.O Box 1840 - Lexington, SC 29071
Voice: 803-808-5084 Fax: 803-808-0537
[email protected]
Copyright (C) 1990-2015 PhilanthroComm, Inc.
Unauthorized Reproduction is Prohibited
Motivation Matrix - Pg. 6