Friends:
When I was in college riding the subways in New York City in the early 70s there was a series of advertisements that stood out from the rest. Stark, black and white posters regaled a famous Hollywood or New York icon draped in a Blackglama mink coat--with the caption: "What Becomes a Legend Most?" Stars such as Judy Garland, Sophia Loren, Lauren Bacall, Marlene Dietrich, Leontyne Price, now animal rights activist Bridget Bardot, and even Luciano Pavarotti posed shamelessly. But it was their slogan that always stuck with me (it's also a song title by Lou Reed). And now, in homage to that great ad campaign, I offer some thoughts and observations on the qualities I think are essential to being a great major giving professional: "What Becomes a Major Gifts Officer Most?"
Put the donor first - Despite what we all know to be true, validated by the groundbreaking work of Penelope Burk (Donor-Centered Fundraising), so many fundraisers ignore the donors' interest and barely spend any time trying to determine their philanthropic impulses. So many organizations set up barriers between their own fundraising goals and the donors' wishes. Remember, it's the donor who decides how much to give and for what cause. The more attention you pay to your donors, the more they will tell you about themselves--what excites and motivates them, and even how much to ask for.
Make your CEO the hero - The CEO is the architect and true spokesperson for the nonprofit. He or she should be comfortable interacting with CEOs and other powerful people in your community. The more visible and respected your CEO is, the more successful your major gift efforts become. Your CEO's time is valuable; use it wisely. If your CEO is reticent or uncomfortable interacting with major donors, then coaching, training, and consulting may be helpful. Major giving success will be extremely limited if your CEO remains a socio-phobe.
Know that you don’t own the donor relationship - You are the steward of what hopefully is a long relationship the donor has with the institution you represent. When you move on to your next position, if you have performed your work properly and ethically, that relationship will continue. There is a difficult fine line a gift officer must be aware of between enjoying time during social functions and developing a personal friendship with donors. If a friendship becomes too strong, perhaps it is time for someone else at your organization to assume the fundraising relationship with that donor.
Ask For Money!!! - Don't be afraid, it's what the donor expects. I'm amazed at how many major giving officers spend their days not only not fundraising, but constructing elaborate ways not to fundraise. Many of them have become experts on fundraising and can write treatises on the subject, many have received advanced certification and speak at conferences. But, for the most part, they are just pushing paper and managing direct mail programs. There are tools that can make you more efficient, help you identify your best prospects and track your donor interactions, but they are largely worthless unless you are willing to make the ask. If you can't bring yourself to ask someone for money for your worthy institution, then you don't belong in this profession. Period.
Follow a system -- such as Moves Management -- to organize your time - Many development organizations have a slap-shot approach to their efforts. An organized, systematic method is the "science" of fundraising that will enable you to grow the "artistic" part of the work. It enables you to develop attainable revenue and contact goals and eliminates the chaos. And it facilitates good reporting and dialogue between you and your boss. The best major gifts officers plan their donor calendars and interactions and are able to forecast what donors will give. To paraphrase the Cheshire Cat: "be careful of not knowing where you're going, because you might get there."
Become an expert listener - Always listen to the donor and know that your agenda comes second. I'm not suggesting that your donor visits should be purposeless, but donors will give you vital information that will assist you in ascertaining their financial situation as well as their receptiveness to your projects. You'll learn more about them, about life, and about yourself.
These are just some of the qualities I find that answer the question "What Becomes a Major Gifts Officer Most?" Are there qualities I've omitted? Please share your thoughts about this with the subscribers of MGTalk* or in the comments of this blog!
Talk to you soon!
Bob
*this posting is copied from the MajorGiving.com discussion forum on major gifts, MGTalk. You're welcome to join in and subscribe!
