When Your Major Gifts Strategy Misses the End Zone, What’s Your Game Plan?

SuperBowl LVIII was one for the record books in many ways. An overtime victory for the Chiefs made for an exciting spectacle even for those of us whose principal interests were Usher’s half-time show and Taylor Swift sightings.

Bear with me. I’ll get there.

Just as in football, where every play is critical to winning the game, in the nonprofit world, major gifts strategy is key to achieving your organization’s mission. But what happens when, despite your best efforts, your strategy starts missing the end zone, failing to secure those game-changing major gifts? It’s time to huddle up and revisit your game plan.

Analyze the Playbook

First and foremost, take a timeout to review your current major gifts playbook. Look at your donor engagement tactics, your communication plays, and how well you’re aligning donor interests with your projects. Identifying the weak spots in your strategy is the first step to getting back in scoring position.

Strengthen Your Offensive Line

In football, a strong offensive line protects the quarterback and creates opportunities for scoring (so the football experts tell me).. Similarly, in fundraising, building and maintaining strong relationships with your donors is your offensive line. These relationships are your protection against failure and your best opportunity for success. Personalize your engagement, understand your donors’ motivations, and tailor your approach to match their interests.

Call an Audible with Data and Analytics

I’m no quarterback, but I do understand what it means to ” call an audible.” You can use data analytics to adjust your strategies in real-time. By examining donor behavior, giving patterns, and engagement levels, you can pivot your approach to better meet donor expectations and preferences, keeping your strategy dynamic and responsive.

Draft an External Coach

Sometimes, bringing in an external consultant is like drafting a star coach for your team. This consultant can provide a fresh perspective, innovative strategies, and the experience needed to revitalize your major gifts efforts. They can spot the gaps in your defense and help you execute more effective plays.

Train Like a Champion

All the football players in my family have understood the value of continuous training and development. Similarly, invest in your team’s growth through workshops, seminars, and courses focused on major gifts fundraising. A well-prepared team is more likely to execute your game plan successfully and drive your organization toward its goals.

Refine Your Play Calling

Your case for support is your play calling in the game of major gifts fundraising. It needs to be compelling, clear, and resonate with your donors. Make sure your messaging articulates the impact of their support, aligns with their values, and conveys the urgency of your cause, motivating them to get into the game.

Build a Team Spirit

Creating a culture of philanthropy within your organization is like fostering team spirit in a football team. When everyone from the board members to the volunteers understands their role in fundraising, you broaden your reach and reinforce the importance of working together towards a common goal.

In Conclusion

Facing challenges in your major gifts strategy calls for resilience, strategic thinking, and teamwork.

By adopting a proactive approach and adjusting your tactics, you can turn the game around and secure the major gifts that will help you deliver on your charity’s important mission.

Remember, the most successful teams are those that learn, adapt, see their window of opportunity, and never lose sight of the end zone. Hey, it worked for the Chiefs.