Fundraising Programmes

Major Gifts Programme

Major gifts come from people who connect deeply with your purpose through personal experience, or a deep alignment to your values, and this is where a relationship-led approach to fundraising really shines.

TFA will work with you to create a major gifts programme that incorporates strategy and programme assets. We will help you identify prospective High Net Worth Individuals (HNWI) who might be interested in your work; develop and test messaging that is nuanced to appeal to HNWI and the significant gifts they might make; establish a plan for engagement; highlight the actions, policies and processes that will support a meaningful relationship; and outline a roadmap to both attract new major gift donors, and to identify and convert existing donors into major gift makers.

With all of this in place, you will feel confident about approaching people who you know share your purpose and are likely to be receptive to conversations about significant gifts.

Why Major Gifts Matter for Fundraising

Creating a bespoke and structured major gift giving programme enables you to engage supporters in a more intentional way that is aligned with your strategic priorities. They are encouraged to make larger contributions if they see that their gift will activate change or drive your purpose further. This is more rewarding for them as donors, and for you as a charity, it provides increased certainty around donation levels.

What Constitutes a Major Gift?

Much depends on the maturity and size of your current donor base. For some charities we work with, and initial major gift is $1,000; for others, it is $100,000. Once a major gift donor is engaged, future growth is possible if you nurture the relationship thoughtfully.

Where do I find High Net Worth Individuals?

We start by looking in your current database, identifying potential supporters based on their relationship to the charity, including their giving history (length, size, frequency are good indicators), as well as people in your extended networks or who are known to be dedicated to the purpose you serve.

When considering if someone might be a potential major gift donor, we consider three main things:

Linkage – do they have a connection to your organisation
Interest – do they have an inclination to give
Ability – do they have the capacity to give.

Generally, in-depth research is required to establish a comprehensive LIA rating; this is something TFA is well experienced in.

"We hadn’t really engaged with our key alumni and key donors for quite some time. And when (The Fundraising Agency) went out to talk to them, some of them were openly frustrated, to be frank… So, (The Fundraising Agency) had to win them over. They had to sell us back to our community… They helped us lay the foundation to rebuild those relationships".

KATE FLOWER, DIRECTOR OF STUDENT & STAKEHOLDER ENGAGEMENT, LINCOLN UNIVERSITY

What appeals to HNWI major gift donors?

Purpose and vision. These donors aren’t just funding your work; they are investing in the future you are building, so you need to clearly define and communicate your long-term vision.

The research we undertake will help establish the best approach for each donor by considering their own values and needs. The Seven Faces of Philanthropy is a good introduction to what drives people to give, and your core vision-based messaging can be adapted to each donor.

What else is involved in a Major Gift Programme?

To implement a successful and thorough major gift programme, first and foremost you need to maintain a focus on relationship, underpinned by a consider strategy for engagement, maintenance and growth. Factors to consider include:

Establishing the LIA for each HNWI you have identified
Creating clearly articulated messaging related to your vision, and, within this, specific goals, services or projects
How you will test and refine this messaging
Considering what is required to manage major gift donor relationships and your capacity to do that efficiently
How you will measure and report progress towards your vision, and how often
How you will acknowledge your major gift donors
Whether you need a Gift Agreement
Who will be the relationship manager and what are the touch points they must meet
How you will steward your donor to higher levels of giving, when the appropriate time for such conversations will be, and who will lead them.

"(The Fundraising Agency) developed a successful planned giving programme for the New Zealand Rugby Foundation and provided mentoring support in the areas of major gifts and bequests... Sarah and her team were always available to reinforce, tweak and advise when needed. And already the programme, without exception, is delivering above expectations".

BEN STURMFELS, HEAD OF FUNDRAISING AND PARTNERSHIP, NZ RUGBY FOUNDATION

Do you have questions about your not-for-profit’s fundraising needs?

Giving Programmes

As fundraisers we understand all streams of giving, but focus on creating and delivering high impact programmes that activate giving opportunities for any not-for-profit, regardless of size or stage: