January can be a good time to do some thinking and planning for the donors who are in your major gift portfolio. You might have focused on major gift fundraising planning in Q4 last year – well done if you did – but it’s always good to have another look with fresh eyes after the holidays.
Things that felt really important in December don’t always seem like a burning priority in January! The new year brings some distance from those urgent and not-so-important activities you may have been caught up in during the mad rush to year end.
I’d ask you to take some time in the next week or two, to think about those people/foundations in your portfolio who can make the biggest difference to your mission.
We often have more people on our list than we can effectively manage so instead of complicating things, why not simplify?
Ask yourself these three things:
- Who are your top 10 major donors?
- What are your 2025 relationship and gift goals for the top 10?
- When can you lock in some time to create your outline plans for your top 10?
1. Who are your top 10 major donors?
- These are the people that can make the biggest difference to your mission in terms of money and influence. They need to be front of mind always – can you name them all off the top of your head if someone asked?
- The more you think about your top donors or potential donors, the more likely you are to spot opportunities to engage them in your work e.g. letting them know when something happens in your organisation you think they’d be interested to hear about.
- Where can you prioritise time each month to move these relationships forward?
2. What are your 2025 relationship and gift goals for the top 10?
- For each of your top 10, do you know what their plans are this year and for the next few years? If it’s a major donor, what’s happening in their life this year or next e.g. family, business, travel, wealth events.
- Make an outline plan for the next 18-24 months, based around what you know is happening for each donor, and how this intersects with your organisation. Your gift goal for this year might be 0 pounds/dollars, as you’re building a longer-term relationship but if there is an opportunity for a smaller gift on the journey, consider when is best to ask for it. It’s also important to keep tracking where you’re at with gift projections for the top 10.
- As part of your thinking about the top 10, consider if any of them would be willing to endorse you by introducing you to other prospective donors. Perhaps there are one or two donors that you could work with more proactively in this way e.g they might consider hosting a small dinner or roundtable for you and inviting relevant people in their network.
3. When can you lock in some time to create your outline plans for your top 10?
- Could you lock in a couple of hours each week for the month ahead to set yourself up for success this year? Do your planning in a place where you feel inspired to help with thinking outside the box.
- Remember to keep your plans light touch, no essays needed! I find a simple list by quarter is most helpful, created alongside the knowledge of your organisation’s 2025 strategic plan, key events and communications.
- Once you have created your donor plans, where possible try to see your donor/prospect in person. Test out some of your thinking about the year ahead, and ask questions to fill in any gaps you have about what’s going to be important to them this year.
I hope that by focusing on these three questions, you can take some of the stress out of your major donor portfolio. Think about how great you will feel having a clear plan for your top 10 donors!
Keep it simple, donor-centred, and focused on where you are likely to get the best results for your time and your mission.
I love helping fundraisers and for-purpose leaders think about the best ways to engage their major donors. If you would like to schedule a deep-dive discussion about your portfolio, let’s chat. Please call me on +44 (0)7927 145572 or email jane@philanthropytogether.co.uk
