Major Donor Development
Tarnside Consulting specialises in supporting the effective development of major donors. We will work with you to generate and implement a strategy for major donor development, and ensure that you develop the core skills required to see it through to success.
The Problem
If you are involved in a major fundraising initiative you will be aware that significant lead donations will be essential to your success.
In fact Tarnside's own research indicates that in successful campaigns 80% of funds come from fewer than 20% of your donors.
Furthermore our research shows that over 50% of the funds you receive will be controlled by just 40 key individuals.
From the beginning of your campaign, the challenge will be to identify and focus on these key individuals;
- How can you identify those funders who have the capacity to become major donors?
- Which of these will have the propensity to become a major donor?
- How can you approach them for the greatest chance of success?
- How can you encourage donors to give at the top end of their gift scale?
- How can you assess, for each individual you are courting, their true level of involvement with your cause?
- Who will be your champions and advocates?
- How will you match the right champion to the right funder?
If you do not have the experience or the capacity to approach these challenges alone, a consultant with experience of major donor development can guide you through the process, help you to gain the essential skills required and support you in putting them into practice.
Core skills:
- Networking - essential for turning identified prospective donors into interested and engaged individuals.
- Animation - setting up situations wherein prospective donors can not only commit funds directly but also become advocates and leaders who bring in other donors through their own networks and influence.
Three key principles:
1. A strategic approach to the campaign needs to be adopted
2. Growing involvement achieved through personal contact is a prerequisite for giving
3. People give to people, but they must be the right people. Potential funders must be approached by a carefully selected champion who they will respect.
Tarnside's approach is based around our Curve of Involvement © model. Experience, common sense and research suggest that donors with greater levels of involvement will give you larger sums. The model provides a yardstick for the level of involvement an individual has with a cause and thus a base from which to develop their potential as champion, advocate or donor.
Outcomes
- A strategic approach which gives you confidence while learning new skills.
- Key individuals will be seen to commit more personal and financial resources as they become more involved in the cause
- Sustainability. You and your team will be ready to apply the principles learned to future fundraising.
A pdf with an introduction to Tarnside Major Donor Development can be printed here
