on the money by Katie Matheny Rethinking Major Gifts What is major to one
Fundraising for major gifts can be uncomfort- able; talking about money with people who have more than us can be awkward. We can talk ourselves out of pursuing major gifts by assuming our time would be better spent focusing on other champions. Nevertheless, major gifts are just as important for your organization as they are for your giver. So how do we incorporate this type of fundraising while still faithfully stewarding all that God has given us?
individual may not be major to another. However, anyone can make a major giſt when major is measured on their own scale.
Major giſts are subjective Only considering donations over a certain size to be major can lead to segmenta- tion challenges. What is major to one individual may not be major to another. However, anyone can make a major gift when major is measured on their own scale.
Major giſts may not be monetary Some organizations choose to consider other forms of involvement (e.g. serving, sharing and praying) to be major gifts as well. When people give out of their abundance and ability, rather than to an objective number, they are more willing and eager to get involved!
Developing a major-giſts program Consider the following as you prepare to invite major giſts:
• One-to-one relationships with champions: Face-to-face meetings are the single most important fundraising strategy. Inviting major giſts is as much discipling as it is ask- ing — if not, more! Create a team of people who build and nurture those relationships.
• A system to grow champions in the cause: Champions need to know what’s next for them, and be asked to take that step. How are you inviting your champions further into the cause (monetarily and otherwise)?
• A mechanism to track and coordinate major giſts: You need to track your champi- ons’ steps. Whether it’s in a database or spreadsheet, good records allow for more enriched relationships.
Major giſts are a critical income stream, yet as God sends people to your organization, your relationship with them must go beyond their wallets. When you take the time to acknowledge where your champions are in their journeys of generosity, you open the door for fundraising as ministry. Encourage your champions to consider what is major for them and watch them grow as they step into giving.
An unconventional perspective on significant giving
Katie Matheny is the director of field resources for Mission Increase. She has more than 15 years of experience in ministry leadership and education and earned a BFA from Western Oregon University. Katie has a passion for cooking, community and really good coffee. She and her family live in Oregon.
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www.ccca.org February/March 2020
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