Ten Requirements for a Successful Major Gifts Program

For a day school to fully realize its potential to raise major gifts, its program must be well-planned, organized, and properly funded. Below is a list of the ten requirements for a successful program.

1) Board Leadership and Support: Trustees and volunteers who are actively engaged in the school’s mission can serve as effective advocates and fundraisers. Board commitment is evidenced by 100 percent “stretch” giving every year, and participation in fundraising activities.

2) Top Staff Leadership: The Head of School is in a unique position to convey respect to major donors and present your school’s vision, goals, and the needed resources to accomplish them. A staff lead dedicated to development must be responsible for the planning and implementation of a major gifts program, as well as coordination of staff and volunteers.

3) Strategic Planning: Clear organizational plans give donors confidence that their investments will be used wisely. The more transparent your school is about its goals and direction, the more donors will want to invest. Major gifts work relies on communicating these long-term plans.

4) Development Planning and Evaluation: A major gifts program should be just one piece of a fundraising plan. Every good plan also needs evaluation measures, to show how each fundraising program or activity is meeting goals and to track the return on investment.

5) Marketing and Communications: Your organization should have a clear vision, mission, and case for support, as well as a comprehensive, multi-channel plan to communicate these to key stakeholders. Updated annually, the case for support should focus on current initiatives that will compel donors to invest in the school.

6) Donor Stewardship: Formal methods of informing, involving, educating, thanking, and recognizing major donors will instill long-term loyalty and investment.

7) Staffing and Systems: Staff should be engaged in ongoing professional development activities that further develop their skills in prospect research, solicitation, volunteer management and more. The fundraising database needs to allow for the dynamic capture and use of donor and prospect information.

8) Volunteer Involvement: Volunteer participation in all aspects of fundraising will enhance success. Examples include face-to-face meetings with prospects and donors, event planning, and donor appreciation.

9) Training: Very few people are comfortable asking for money without ample training and support. Major gifts work requires that staff and volunteers receive regular training.

10) Investment over Time: Investing in major gifts typically reaps immediate returns, but it can take three to five years to maximize the return on investment. School leadership need to understand that it takes time to build a mature major gifts program, so now is the time to start!

Prizmah  acknowledges Collins Group: a division of Campbell & Company in the development of the material above.