If your nonprofit wants to initiate a Major Gifts Campaign, then your board and staff should consider the following guiding principles before planning the next steps.
These guiding principles for a Major Gifts Campaign are absolutely critical for success.
Board and staff should have a clear understanding and agreement to follow these principles throughout the life of the campaign.
What is a Major Gifts Campaign?
An organized effort that takes extraordinary planning, time, resources, and patience to secure “major gifts” from “major donors” to accomplish a large fundraising goal.
A Major Gifts Campaign could be a capital, endowment or annual fund campaign
OR ALL THREE (combined in a comprehensive fundraising plan)!!
What is a Major Gift?
A major gift is any gift so large that its size:
* Is of a different magnitude from the organization's usual range of gifts
* Has the potential to have a significant impact on the organization.
Who is a Major Donor?
An individual, foundation or corporation who is keenly interested in the mission of your organization and willing to make an investment of a major gift in your organization.
What is the board's responsibility in a Major Gifts Campaign?
As a critical governance responsibility, the board MUST ensure that the organization has a realistic strategy for raising funds. For a major gifts campaign, the board must actively participate by:
* Endorsing the campaign plan including the case and goal, strategies, responsibilities of staff & volunteers, and timelines
* Making a personal major gift
* Recruiting Campaign Committee
* Cultivating & Soliciting Major Donors
What is the Staff's Role in a Major Gifts Campaign?
Executive Director’s Role
* Primary Fundraiser
* Must set aside 50% of time for campaign
Development Staff’s Role
* Primary “Puppet-Master” (Coordinator/Manager)
* Must set aside 90% of time for campaign
Program Staff’s Role
* Primary Cheerleaders
* Must know the Case and Where to Direct Potential Donors