Turning Small Donations into Major Nonprofit Support: Dream Big
By Peter Heller
I’ll be the first to admit: I’m a bit of a dreamer. But it’s a personality type that works well when inspiring nonprofit leaders to go further than they might think is possible—especially when they think a donor is locked into a prior pattern of giving.
Take this story from a former colleague of mine. She was reviewing past donors when she discovered one with the potential to make a significant gift—but who had only donated $65 to her health organization. Most fundraising professionals in her position might take a conservative approach, approaching the donor to give $5,000 and slowly increasing from there.
My friend took a different approach. After a few meetings, he made a $1 million gift. Within a year or two, he made a second gift of $10 million.
Now, you might read that story and think her experience is an exception—but it doesn’t have to be.
My friend’s research showed the donor had the capacity to give at those levels, because he was already doing it elsewhere. Why not give to her organization too? So, she made a compelling case. She recognized that his first gift was likely a test and made sure he understood the impact of his gift. And she didn’t let his giving history keep her from aiming high.
You likely have these donors on your roll already. You’ve identified that they have tremendous wealth, but their ties to your organization are loose, their giving history is inconsistent. How can you turn them into major supporters?
First, know that you won’t convince them all—but you’ll likely get some.
Let’s say you have 10 people whose main point of contact with your organization was spending $1,000 to attend a gala in support of a friend on the board. Of those, you can likely cultivate three to become genuinely interested in your organization and its future. That may not feel like much, but it’s not zero.
Do your homework.
Maybe you have a handful of donors who have made gifts in the $25,000 to $50,000 range. That’s not nothing! Until you realize that they’re making gifts of $100,000, $500,000 or even $1 million to other organizations.
Yes, it can be helpful to look at a prospective donor’s real estate and other wealth indicators. But I find the strongest indicator is whether or not they have the propensity to give. If you can see that they’re making significant gifts elsewhere, you stand a good chance at getting them to direct those dollars your way. Focus your efforts here to start.
It all starts with a conversation.
You can quickly move someone from a small, one-time gift to a transformational one if you build a relationship and tell a compelling story. With long-time supporters, you can invite them into a conversation about the organization’s future and get their perspective on new initiatives. When you approach them later about increasing their gift to support those ideas, you’ll already know they’re invested.
If you can align your message with a donor’s interests and passions, and show them why your work is important, they’re going to want to see you thrive. At that point, you’re not just talking about a transfer of money—it’s emotional.
Don’t be afraid to aim high.
My friend didn’t let a previous $65 gift limit her from going big with her ask, and neither should you. Be clear and confident about your organization and what you need and respect your donor’s ability to have an honest conversation about their philanthropy.
Have you identified a few donors with the potential for more transformational giving? Whether it’s for a capital campaign or a major gifts program, the Heller Fundraising Group can help you figure out a strategy for increasing engagement and laying the groundwork for a long-term relationship. Schedule a free strategy session to find out more.
Peter Heller is the Founder of the Heller Fundraising Group, a New York City-based fundraising consulting firm that works with local, national and international nonprofits on capital campaigns, campaign feasibility studies, major gift programs, and hands-on training.