What Do Wealthy Donors Want?

A few years ago, I attended what was billed as a "very special board meeting.”



Our guest, a local philanthropist, and tech guru was a friend of the founder. In our tiny nonprofit, he was our lone major donor. And he joined us that day to talk about what prompted his gift and his personal experiences as a major donor.

All eyes were glued to our speaker who began by sharing an emotional story about his mother. Eyes welled with tears. 



And that experience led to his first seven-figure gift to an area nonprofit.



He went on to share how the personal contact and stewardship that followed only reinforced his decision to give. This organization specifically questioned him about the programming. They showed him what wonderful things his support was accomplishing. Already he was considering a gift to benefit another program at this nonprofit.



But then came the story of another major donation to another nonprofit.



It started badly when he received a flat thank you letter reading more like a receipt. And it spiraled downward when, other than a general newsletter, he learned no more about his gift until over a year later.



That’s when he discovered quite by accident that the program he had donated to had been changed and he was never notified.



The questions! I wish you had been there.

Because, a snapshot of this speaker’s presentation might have been:


1.) Thank your donors, immediately and well. 

2.) Incorporate the personal touch whenever possible. 

3.) Tell the stories that show, simply and emotionally, the impact of your donor’s gift.


Essentially exactly what I've been talking about for, oh, the past two decades! In other words, your Ask+Thank+Report+Repeat systems.



Guess what? The wealthy put their pants on one leg at a time just like you do. Wealthy donors want the same thing every donor wants.

To know that their gift made a difference.

Now, this nonprofit wanted to grow relationships with major donors. As I mentioned, they were small, with a budget under $250k and roughly 100 active donors. And they wanted to start by cultivating major donors.



Before getting a handle on the basics.



But here’s the thing. When you set out to build a major donor program before you've nailed the basics, you’re setting your organization up for failure.



Not to mention the fact that tying yourself to larger gifts can create a tremendous power imbalance. It speaks to how your organization views money and those who have it.



Exactly the kind of imbalance we witness every day in our society.



I’m here to tell you that you absolutely CAN create a strong and balanced foundation of individual giving. The kind that leads to repeat giving, to monthly giving, to legacy giving. 



To, yes, major gifts.



A foundational core of individual giving that leads to real community.



It starts with clarity of intent. It starts with being ready to commit and making the investment in your fundraising systems.



There are no free rides. There are no shortcuts.