Don’t ignore the potential major donors hidden in your “general” donor file. There may be those who aren’t giving major gifts at the moment, but they are “waving” to your organization, signaling their potential through their giving quantities or frequencies. These donors are saying, in effect, “Why don’t you come see me?” Visit these people, get to know them, inspire them with the vision of the organization, challenge them to give to more significant projects. You must give individual donors a sense of being valued and a connection to the ministry. The reason most of your donors don’t give at their capacity is because their vision of the ministry is limited by the way you communicate with them. If you invest in engaging them, interacting with them personally, they have a chance to become inspired by the mission — and support it more generously. If you come to see donors as individuals, it radically changes the way you approach them.
* Like what you just read and want to learn more? Check out, Donors Are People Too: Managing Relationships With Your Ministry’s Major Contributors.