Go One-on-One in 2008
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 One-on-One Works
Asking for donations one-on-one is by far the most successful fundraising method. In Blackbaud’s 2007 State of the Nonprofit Industry survey (SONI), one-on-one solicitations of major donors was listed as the absolute number one driver of contributions. The survey also showed that more organizations expect to focus on one-on-one solicitations than on any other fundraising activity in 2008.
Nonprofits find that the chance of being turned down decreases substantially when soliciting one-on-one and that gifts are often larger. Also, once a personal relationship is established with a major donor, he or she is likely to give again. In addition, one-to-one asks have a high rate of return — specifically, a 50 percent response rate if the donor and prospect know each other! Pledges are also more solid and are paid quickly.
More Wealth = More Donations
There are more wealthy people in America today than ever before. And despite worries about the real estate market and recession rumors, charitable gifts from high-wealth households continue to grow. A study from Merrill Lynch CapGemini found that 14 percent of North American high-net worth individuals gave an average of 7.6 percent of their assets or wealth to philanthropic causes in 2006. In North America, 26 percent of ultra high-net worth individuals (assets of $30 million or more) gave at least 10 percent of their wealth to charity.
With increasing wealth and charitable giving, there is a growing pool of prospects to draw on. And as the majority of people in this category could potentially qualify as major givers, the best way to solicit them is through one-on-one fundraising. Major donors typically do not respond to a mass mail campaign, but will generally be more receptive to a well-crafted, personal appeal. |
| Be Picky: One-on-One Fundraising Isn't All Fun and Games |
 Keep in mind that, as fruitful as it is, one-on-one fundraising does come with its share of disadvantages. The greatest hurdles are that one-on-one fundraising is very time consuming and labor intensive. The solicitor has to be willing to spend time preparing for the meeting and getting to know the organization, as well as traveling and presenting to the potential donor.
So, be careful when choosing whom to spend your time on! There are a lot of things you can do to find the right prospects. Target prospects with a connection, however slight, to your organization first. Analyze your data to determine which prospects actually have sufficient income to donate. Build a strong moves management pipeline and select the ideal prospects for major, annual, and planned giving.
Here are a few more tips for fundraising one-on-one:
- Make a personal connection. If you don't know the potential donor, find someone who does to open the door for you.
- Build a community of philanthropy. Social networks have a strong influence on donors. Recruit existing donors who are in the same or a related business and ask them to be advocates.
- Go for face-to-face. While one-on-one fundraising over the phone can be effective, face-to-face generally works best, especially when interacting with prospective major donors. If a person is potentially willing to make a substantial gift to your organization, it is well worth it to make a personal visit.
- Recruit the right people. People give to people, not necessarily to causes. If you get the right people involved, major gifts will naturally follow.
- Solicit leadership gifts first. Solicit gifts that are either large, or come from prominent people first. People follow leaders, so secure their support and the other donors will follow.
- Ask for the gift. You will never receive a gift if you don’t ask for one. Although many people don’t feel comfortable asking for donations, that is what you are there for, and it is what your prospects expect.
- Ask for the right gift. Asking for the wrong gift can be nearly as damaging as not asking at all. If you ask for too little, you will not only receive less, but you risk offending a major donor.
- Ask for a specific gift. Do not just ask for a “donation.” Ask for $100, or $1000, or $10,000, or whatever amount you determine to be right, and then let the prospect know why you are asking for that amount and how it will help your organization.
- Show the impact of gifts. When donors make a gift, they are placing trust in your organization. Repay that trust by displaying the highest degree of accountability and stewardship.
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