The 3 Questions Major Gift Officers Confuse

  1. “What amount could this donor give if she was enthusiastic about this request and our institution was her number 1 charitable giving priority?”
  2. “What amount am I going to invite her to give?”
  3. “What amount do I think she will give?”

Far too often, major gift officers either do not know or are vague in their answers to the first 2 questions. And far too often they spend too much time and energy attempting to answer the third question.

But, when major gift officers spend time and strategically focus on answering the first two questions, a larger gift commitment is possible. And, conversely, when major gift officers focus excessively on the third question, the next gift made by the donor tends to be uninspired and smaller.

We are responsible for enhancing our institution’s status as a charitable giving priority in the minds and hearts of our donors.  And we are responsible for inviting donors to consider aspirational gifts. It is the donor’s responsibility to respond.

Grind on your responsibilities and good things happen.

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