Navigating Major Gifts Post Pandemic

Let's face it – the pandemic has thrown a wrench into the world of nonprofit fundraising, especially when it comes to major gifts. Gone are the days of face-to-face meetings and regular in-person events where you could chat with your donors. Now, we're all navigating a new reality and finding new ways to engage with our valuable supporters.

But just because the landscape has changed doesn't mean your major gift strategies have to go out the window. With a little creativity, you can still build and maintain relationships with your top donors.

Sure, it might mean stepping out of your comfort zone and trying some new tactics. You might need to brush up on your Zoom skills or get extra personal with your donor communications. But at the end of the day, it's about showing your major donors that you value their support and are committed to making a real impact with their gifts.

Virtual Engagement

So, you're settling in for yet another virtual meeting with a major donor. As you adjust your lighting and make sure your background is just right, you find yourself longing for the days of in-person interactions. But here's the thing – virtual engagement isn't just a temporary fix, it's quickly becoming the new normal in the world of nonprofit fundraising.

Fortunately, many donors have shown a willingness to engage in virtual meetings, which can be beneficial for MGOs who have traditionally been held to strict in-person meeting quotas. This newfound flexibility can make scheduling and connecting with donors easier than ever before.  No more racing across town to make a coffee date or stressing over traffic on the way to a donor's home.

However, it's important not to completely abandon the idea of face-to-face interactions, especially when soliciting larger gifts or working on high-stakes initiatives like capital campaigns. Unless a donor has explicitly expressed a preference for virtual communication, it's always worth exploring the possibility of an in-person meeting.

To make the most of virtual engagements, MGOs need to get creative with their storytelling and visual aids. Compelling narratives, visuals, and data points can help capture donors' attention and drive your message home, even through a computer screen. The key is to be concise and purposeful in your communication – no one wants to sit through a rambling Zoom call. 

Another strategy is enlisting the help of your organization's leadership. When a CEO or board member has a strong connection with a particular donor, their involvement can assist in securing that donor's support. A personal touch from a key leader can help reinforce the importance of the donor's relationship with your organization and make them feel valued.

In-Person Events 

As the world begins to reopen, in-person galas and luncheon events are slowly making a comeback. However, it's important to recognize that many donors are now more selective about the events they attend, often participating in fewer gatherings compared to pre-pandemic times. Your in-person events must provide a unique and engaging experience that educates, inspires, and leaves a lasting impression.

Incorporate storytelling to showcase the real-life impact of your work, featuring narratives from those who have benefited from your programs or services. Create space for meaningful conversations and connections, allowing donors to engage with your mission on a deeper level.

Think outside the box when it comes to event formats. Instead of defaulting to traditional sit-down dinners or cocktail receptions, explore interactive workshops, behind-the-scenes tours, or hands-on volunteer experiences. By offering something unexpected and engaging, you'll create an event that donors won't want to miss.

Maintaining Donor Relationships

With the shift towards virtual engagement and the changing landscape of in-person events, it's important to find new ways to keep your donors connected and invested in your mission.

One key strategy for nurturing these relationships is to prioritize regular communication and expressions of gratitude. This can be as simple as sending updates on your organization's work, sharing impactful stories that demonstrate the difference your donors' support is making, or even sending personalized notes directly from your CEO or Board Chair. By consistently showing your appreciation and keeping your donors in the loop, you'll foster a sense of connection and loyalty that goes beyond just asking for money.

When it comes to encouraging donors to give more, it's not just about requesting larger amounts. Instead, focus on demonstrating how your organization can make a bigger impact with their increased support. Consistently showcase the need for their support and the specific, measurable differences their contributions are making. Remember, donors want to see the direct results of their investments, so be clear and compelling in your impact storytelling.

Remember, donors are giving money to solve problems, lift people up, and make a tangible difference in the world. As a Major Gift Officer, it's your job to show the direct impact and value of each donation. By aligning your donors' contributions with the causes and values that matter most to them, you'll build trust and inspire a deeper level of commitment.

Shifting Donor Priorities 

In the wake of the pandemic, donor priorities and behaviors have undergone significant shifts. As a result, nonprofits can no longer assume that major donors will continue to give year after year without more extensive cultivation efforts. It's crucial to recognize these changes and adapt your strategies accordingly.

One key shift is the need for personalized outreach. Gone are the days when you could rely on a mass email to attract donors to make a gift. Instead, your content must be tailored to each individual donor, making them feel special and valued. This requires investing in tools and strategies (like YAMM) that allow you to understand and cater to each donor's unique motivations and interests.

To effectively personalize your approach, it's essential to invest in donor research. The more you know about a donor's giving habits, preferences, and passions, the better equipped you'll be to focus on what matters most to them. This research can help you identify shifts in loyalty and giving priorities, such as older donors increasingly focusing on medical research or healthcare causes based on their firsthand experiences.

It's also worth noting that post-pandemic donors are becoming more savvy about the importance of capacity building and infrastructure. Don't shy away from communicating the vital role that people and organizational sustainability play in achieving your mission. Many major donors are now more receptive to investing in these areas, recognizing that a strong foundation is essential for long-term impact.

However, be mindful not to overuse crisis messaging. While highlighting urgent needs can be effective, repeatedly emphasizing crises throughout the year can lead to donor fatigue and skepticism. Be strategic in your appeals, ensuring that your fundraising goals and communicated needs are aligned with your organization's true capacity and priorities.

Finally, remember that donor engagement is no longer primarily driven by personal visits. While face-to-face interactions still have value, the pandemic has accelerated the shift towards virtual and personalized touchpoints. Focus on building relationships through thoughtful communication, tailored to each donor's preferences and interests.

Increasing Major Gift Programs 

The approach to major gift programs is no longer just about looking at how much donors give. Now, it's about really understanding what makes them tick – their interests, their giving habits, and how they like to communicate.

To boost those major gift contributions, here are some strategies to keep in mind:

1. Revamp your MGO portfolios

  • Get to know your donors on a deeper level – what they care about, how they give, and how they prefer to stay in touch

  • Organize your portfolios around donor passions and how they align with your mission

2. Invest in donor research and analytics

  • Put in the time and resources to really dig into what your donors are interested in and how consistently they give

  • Use data to get a better sense of donor behavior and preferences

  • Group donors based on how often they give and what they're passionate about

  • Look at patterns and engagement history to personalize your cultivation strategies and predict future giving potential

3. Optimize MGO time and interactions

  • Don't overload your MGOs – stick to no more than 100-125 donors maximum, so they have plenty of time to build relationships with both enthusiastic and hesitant donors

  • Focus on regular, personalized, and meaningful interactions with all prospects, and actively seek their feedback beyond just the annual solicitation requests

When you're launching or expanding a major donor program, it's crucial to think long-term. Recognize that this isn't a quick fix for budget shortfalls – major gift programs take time and resources to really thrive. Take a comprehensive look at your entire development program to figure out your donors' true giving potential, and consider capacity campaigns to encourage them to step up their giving.

In this post-pandemic era, successful major gift strategies need to be:

  • Flexible and agile

  • Personalized and engaging

  • Based on a deep understanding of donor capacity and motivations

  • Tailored to each donor's interests and preferences

  • Segmented based on program interest, like donors who consistently give to specific initiatives or express alignment with particular issues 

To really nail that personalization, each MGO should be responsible for segmented donor communications. They need to be prepared to keep accurate logs of donor touchpoints to inform future interactions and maintain a donor-centric approach throughout the cultivation process.

By putting these strategies into action and staying adaptable as donor behaviors and priorities shift, your organization can successfully boost major gift contributions and build lasting, meaningful relationships with your most important supporters. It might take some work, but the payoff is worth it!

Conclusion 

At the heart of successful major gift fundraising is a commitment to understanding and adapting to the evolving needs and preferences of your donors. By investing in personalized outreach, leveraging the power of virtual engagement, and empowering your board members to be passionate advocates for your cause, you can build the kind of deep, lasting connections that will sustain your mission for years to come.

Of course, this isn't a journey you have to undertake alone. Collaboration and knowledge-sharing are more important than ever in this new era of fundraising. Don't be afraid to reach out to colleagues, attend virtual conferences, and seek out resources like this blog to stay informed and inspired.

Remember, your donors are more than just numbers on a spreadsheet – they're partners in your mission, each with their own unique motivations and capacity for impact. By taking the time to truly understand and engage with them, you'll not only increase your major gift contributions but also foster a sense of shared purpose and commitment that will carry your organization through whatever challenges lie ahead.

So, as you navigate this new landscape, stay curious, stay agile, and stay true to the values that drive your work. With a little creativity and a lot of heart, you have the power to transform your major gift program and create a brighter future for the communities you serve.

The world may have changed, but your mission remains as vital as ever!


This blog post was authored by Common Great Senior Consultant, Renate Raymond. Learn more about Renate here and click here to book a Power Session with her. A Power Session is a 60-minute, on-demand meeting that can be used to address your nonprofit’s priorities, ask questions, discuss barriers, and more.

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Invest in Communications to Build Support and Grow Community 

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Getting off the Hamster Wheel of Fundraising Events