Leadership matters in fundraising; sometimes, a single generous gift can be a powerful catalyst. Imagine someone like your most dedicated volunteer making a truly ambitious contribution. Suddenly, others take notice and feel inspired to follow suit. Their commitment sets the bar and can even unlock matching funds, making your goals seem far more attainable.
Don’t assume: This isn’t magic, though. It’s about understanding your key supporters. Don’t assume wealth equals automatic generosity. People, even wealthy ones, have diverse causes they care about, and timing plays a big role. Talk to them early, be open about their potential impact, and manage expectations realistically.
Deeper issues: Remember, it’s not just about the money. Sometimes, a seemingly “disappointing” gift can reveal deeper issues, like misaligned passions or competing commitments. But even then, open communication can still save the day. Adjust your goal and strategy, and find different ways to inspire support.
Lower the bar: One cultural nonprofit learned this lesson the hard way. Eager to land a major corporate contract, they urged a business leader to chair their board. Though she helped broker the deal, she lacked passion for their community initiatives.
As the largest campaign loomed, all eyes turned to her. Her $5 million matching gift challenge went unmet as she committed just $500,000 despite having capacity. She recently funded building names at alma maters.
Consequently, the campaign dramatically reduced its goal. A pace-setting gift sets expectations. When the presumed leader gives far less, it resets the bar lower despite others’ willingness to give more.
Align motivations: The lesson? Pace-setting donors can be game-changers, but treat them as individuals, not fundraising ATMs. Build genuine connections, understand their motivations, and you’ll find their generosity, in whatever form, can still pave the way to success.