Just because someone has money—even lots of it—doesn’t make that person a good major gift prospect for your cause.
There is a simple and easy way to figure out if someone is worth approaching for a gift. With the right tools, you’ll be able to easily identify the people who are most likely to be worth soliciting. Following the ABC Strategy, qualified major gift prospects must have Ability, Belief, and Contact.
Major Gift Prospects are often right in front of you.
The most obvious are the people who’ve already given to your organization.
They’ve already demonstrated they meet the ABC criteria. Renewing current donors and increasing their support is as important as identifying new donors. These “asks” are often less stressful because you know there’s a good chance the donors will renew their support, especially when asked face-to-face.
Asking works! It is estimated that more than 75% of all face-to-face solicitations result in a gift. How huge is that? Well, under 25% of phone solicitations result in a gift, and the average for direct mail is 2% and dropping fast.
Asking does matter.
If more people find the courage, commitment, and will to ask others to support the organizations they feel strongly about, those organizations will have greater resources for the important work they undertake. And the greater the resources, the healthier and more vibrant our communities will be.