Campaign Components

Organizing & Soliciting Leadership & Top Prospects

In today's campaign climate, it is reasonable to raise one-half, threefourths or more of your total campaign funds from your top 100 benefactors. Because of this financial impact, it is important to organize your effort with the right leadership and the appropriate number of major gift prospects.

Prior to recruiting your core leadership team, ask yourself "Who are the 10 leaders I must have onboard who can make significant gifts and motivate others to give at the same level?" Once secured, involve them in campaign planning activities such as evaluating top prospects and defining the case. These activities will establish them as stakeholders in the effort. After this sense of ownership is set, ask them to be the pacesetters by making leadership-level gifts. It is reasonable to raise at least 10 to 20 percent of your goal from your leadership. These leaders, who have provided strategic input and made their financial investment, will be motivated to secure support from other major donors.

Prior to starting your major gift appeals, ask yourself "What are the levels of gifts that we need to reach our goal and who can give at these levels?" Again, involve the core leaders to establish challenging but appropriate requests, develop the best strategies to present the case and determine the appropriate solicitors for these top prospects.

It was once shared with me that a successful major gift solicitation is much like an excellent dining experience. In this analogy, the waiter brings the right entrée to the correct patron. In campaign solicitations, the right leader will present the case that matches the values of the prospect and request a gift that will allow the donor to help address the needs of the organization.

Focusing your solicitations on leadership and major gifts prospects will position your campaign energies on those who can have the greatest financial impact.

E-mail this article to a friend

Other Campaign Components articles: