|High-capacity donors have a God-given longing to give, but they also have questions that need to be answered before they can be comfortable giving. In dealing with major donors and potential major donors, we need to recognize what they are asking, consciously or not. For example:
If I invest, will I get a good return on my investment?
It is essential for a ministry to keep thorough records on the results of its ministry work so that future results can be predicted. High-capacity donors often live in a world of ROI — return on investment — and they can be expected to think in terms of ROI when considering a major contribution to your ministry. It is not very effective to assure a potential donor that his or her contribution will “go far” or “make a real impact”; it is very likely that other ministries or charities are also asking for help, and any organization that can say “Here is exactly what we estimate your contribution can accomplish” will have a decided advantage over your own rather vague pledges.
* Like what you just read and want to learn more? Check out, More Than Money: The Truth About High-Capacity Givers. This book, by my colleague Dr. Dale Berkey of BBS & Associates, is a great help to strengthening your fundraising efforts.
What other questions are in the mind of a high capacity donor?