Timing Major Gifts

A few days ago a colleague told me a story about a board member who had just recently met a potential donor, and already had tried to solicit a major gift from that individual.

Naturally the gift was not forthcoming.

As you read the sentence above, when you saw the word “naturally,” what did you think? Perhaps it occurred to you that the potential donor needed more time to feel part of that organization’s family. Perhaps you thought the board member in our story did not make a good case for the gift.

Over and over I see and hear about Board members whose passion for their organization’s mission overrides their usual good sense about how relationships work … naturally.

Now you’re thinking, she’s back to that hobby horse about making friends and relationship building. Indeed I am. Why? If you’ve been reading my blogs, you know the answer.

Whether you are asking for small or large gifts from someone whom you know is interested in your organization’s mission, two things have to occur: a real relationship that has taken effort and time, and making a good case for that gift.  (If it’s a large gift that you’re asking for, then do your homework with that person’s capacity and donor history, too.)

Don’t be so eager for that gift that you end up creating an awkward situation between the potential donor and your organization.  Use your good sense about people to read the signals from that donor as you cultivate your relationship with him or her.

You’ll know when the time is right to ask, and you are much more likely to be successful.

Image: John-Morgan, http://www.flickr.com/photos/aidanmorgan/