"Treat every major gift solicitation as a mini-campaign unto itself"

By: Greg Bowden

One of the keys to a successful capital campaign is to treat every major gift solicitation as a mini-campaign unto itself. Each prospect must receive an individualized approach. Adequate preparation must be invested in each request to create the greatest chance for success. A big part of that work is putting together a case for support: why is the campaign being conducted and what are the objectives. Understanding what specific points will motivate a particular prospect allows you to tailor your presentation and printed materials to each individual.

The prospect will essentially receive the case statement in two different ways: verbally, during the solicitation; and, in writing, through printed materials that are left behind after the meeting. Of these, the verbal aspect is probably the most compelling. Major gifts are emotional decisions, and the heartstrings are best tugged when the solicitation team is in the room with the prospect.

Careful consideration should be given to those aspects of the case that are most important to the prospect. This information can be gathered from a number of different sources: the prospect’s connection to the organization, and the programs with which they most often intersect; anecdotal conversations with friends and colleagues of the prospect, including the organization’s staff; or, a feasibility study interview with the prospect themselves. From these sources you should be able to glean two or three key points that will strike a chord with the prospect. Make sure to incorporate those into the verbal presentation so that you have the prospect in the proper frame of mind when the request is put forward. Likewise, you may uncover a few points that you definitely want to avoid during the presentation. Sometimes knowing what not to say is as important as knowing what to say.

The most common way to individualize the printed materials is to include some slip-sheets with additional information about a specific component important to that prospect. For instance, our company is working with a campground that serves a wide geographic area. It is not practical to dedicate part of the campaign brochure to each and every region. The campaign may focus on the top two or three areas, and then a slip-sheet may be used for prospects in other parts of the region. How many constituents does the organization have in that area? How are they served? What sort of assistance do they receive? These issues may be too minute for the overall brochure, but critical to motivating a specific prospect.

At the highest levels, proposals often include even more complex presentations. A major corporate solicitation may warrant a unique Powerpoint presentation, outlining the different features of a recognition plan for their gift. Naming opportunities also present an opportunity for additional materials. One tried and true tactic is to have an architect create a special rendering of a new building that incorporates the potential donor’s name on the front of the building. This can be a powerful motivator, as the individual literally sees their name up in lights, and it makes a great keepsake after the gift is closed. If these extraordinary steps seem excessive, ask yourself what sort of investment is worthwhile for a return of $500,000 or $1,000,000.

Fundraising efforts rely upon a few key leadership donors to carry a disproportionate amount of the load. Those prospects warrant careful consideration and a highly tailored approach. When a presentation is well crafted, and speaks to the values and concerns of a specific prospect, the chances for success increase dramatically. Stringing together a series of such well-prepared solicitations builds a successful campaign.

Greg Bowden was formerly a campaign director at Custom Development Solutions, Inc. (CDS). CDS is one of North America's most sought after fundraising consulting firms specializing in the strategic planning and tactical execution of capital campaigns for non-profits throughout the United States and Canada. More information on CDS can be found on the web at www.cdsfunds.com. If you have a fundraising question, please call 800-761-3833 or send an email to lcs@cdsfunds.com.