Читать книгу The Law of Fundraising - Bruce R. Hopkins - Страница 25

A successful base of annual giving support permits the charitable organization to conduct more selective programs of fundraising that will secure major gifts, grants, and capital campaigns toward larger and more significant projects. A request for large gifts differs from annual gift solicitation because the request is for a “one-time” gift, allows a multiyear pledge, and is directed toward one specific project or urgent need. Likely donors are skillful “investors” who will respond to a major gift request only after researching the organization and determining whether the project justifies their commitment. If the request fails their examination, it is likely to receive only token (or no) support.

Following is a brief explanation of how the three forms of special-purpose fundraising are employed.

1 Major Gifts from Individuals. It takes courage to ask someone for $1 million. Current and committed donors are the best prospects. Before the request is made, careful research should ascertain the prospect's financial capability, enthusiasm for the organization, preparedness to accept this special project, and likely response to the team assembled to make the call. Also important is an early resolution of the donor recognition to be offered (election to the board, name on a building, or both). The project must be a “big idea,” worthy of the level of investment required, perceived as absolutely essential, and a unique opportunity offered only once. In short, major gift solicitations should be performed as though they are a request for the largest and most significant gift decisions from these donors at this point in their lives.

2 Grants from Government Agencies, Foundations, and Corporations. Separate skills and tools are required to succeed at grant-seeking. Grants are institutional decisions to provide support based on published policy and guidelines that demand careful observance of application procedures and deadlines. The decision is made by a group of people and, because of limited dollars, only one grant may be given for every 25 to 50 requests received. Usually, for a grant proposal to be accepted, the organization and its project must perfectly match the goals of the grantor.

3 Capital Campaigns. A capital campaign is clearly the most successful, cost-effective, and enjoyable method of fundraising yet invented. Why? Because everyone is working together toward the same goal, the objective is significant to the future of the organization, major gifts are required (all through personal solicitation), start and end dates are goal markers, activities and excitement exist, and more. A capital campaign is the culmination of years of effort, both in design and consensus surrounding the organization's master plan for its future, which depends on experienced volunteers and enthusiastic donors. When everything comes together in a capital campaign, the result is success.