Perfect Timing for Major Gift Asks
When is the best time to Ask for a Major Gift?
Great question!
But there is a BETTER question — when is the time best for your donor to give their gift?
Here’s what’s key. We need to ASK on the DONOR’S TIMELINE – not ours. Consider these factors.
- Our urgency is not their urgency. Give now, we are in a campaign. We have a match until X. We can’t begin until we raise X. While it is true that having a deadline can help some donors make a decision, most MAJOR donors invest because they want to be part of your mission. All the time.While you may eager to meet YOUR timeline – it may not be in sync with the donor’s timeline. A certain asset may be considerably more valuable in the future. A big family event is taking time and money right now – and while the donor may have enough to do this gift now – the emotions are tied to the family event – not making a major gift.
- Giving decisions are often team decisions. Donors often involve others in their major giving decisions and may have traditions when players come together — Thanksgiving, during the summer family holiday – whatever. Being curious about these traditions lets you craft the best project, and also the best time, to ask for the gift. They will tell you.
- Life happens for our donors. As connected as they are to you – as sincere as they feel about your mission – their lives can just get in the way. It’s important to check in and share updates of the project success to get a sense of their continuing interest. It’s also important to watch your mindset. Not being able to meet may well be – not being able to meet. Vacations are a good thing! Are they still interested? “You seem to have a passion for X –would you like to continue to explore the best way for you to be part of making this happen for our school?” Oh, yes!
- So, ASK anyway. With limited chances to see some donors, we may feel the need to ask anyway. “How I wish we would have had more time for you to meet Teacher Smith and tour our new classroom building,” let’s them know there were more steps. Using my 3-sentence ask, ask for your best guess now — “You have a clear passion for science education. You understand that having the right tools and space is key to kindling a passion for science. Would you consider a gift of $100,000 to fund the Science Classroom? They may well say, “Yes!” If it is more of a maybe, “Would you consider taking a tour with Teacher Smith to really understand what we are creating here?” Continue the conversation until you are clear (because THEY are clear) that this is the right fit for them.
A giver may well be comfortable and happy with their annual gift. We are happy to receive it AND explore something bigger, deeper, and different during the course of a campaign. Perhaps their gift comes at the end of the campaign, or the NEXT campaign. Life-long giving. This is how major gifts are both repeatable and scalable and continue to grow your success.
The best part of this — with all the focus on what’s best for the donor, you don’t experience any reluctance to ask for their investment. You are simply helping them 
find their best time to give!
Invest in JOY!
Marcy
