The document outlines 10 foolproof steps for successful major gift fundraising on a shoestring budget. It discusses establishing major gift fundraising as a strategic priority, dedicating resources, determining the number of donors and prospects that can be actively managed, identifying and qualifying prospects, tiering the qualified portfolio, setting revenue goals, creating cultivation plans, and defining accountability. The 10 steps are: 1) stop making excuses, 2) make major gift fundraising a strategic priority, 3) deliberately dedicate resources, 4) determine number of donors that can be managed, 5) identify prospects to upgrade to major gifts, 6) qualify prospects, 7) tier the qualified portfolio, 8) establish revenue goals for prospects, 9) put cultivation plans in writing,

1. How to do Major Gift
Fundraising on a Shoestring
Make Sure it’s a Strong Shoestring!
Claire Axelrad, J.D., CFRE
www.clairification.com
Philanthropy, Not Fundraising

2. Who am I?
• 30+ years in-the-trenches development staff leader helping
raise millions of dollars for such organizations as San Francisco
Food Bank, Jewish Family and Children’s Services, San Francisco
Conservatory of Music and California School of Professional
Psychology. Have asked lots of people for money!
• 8+ years nonprofit fundraising/marketing coach, consultant
and principal of Clairification School
• AFP Fundraiser of the Year
• Best Nonprofit Blog – Fundraising Success Magazine
• Speaker: ADRP; ALDE; American Bar Association; Association
of Fundraising Professionals; DER, Foundation Center;
Fundraising Summit; Leadership Summit; NAYDO; U. S.
Olympics Committee… Regular Contributor: Bloomerang,
Guidestar-Candid; Network for Good, Nonprofit Pro
Claire Axelrad, J.D., CFRE
Follow me:
www.clairification.com
Claire@clairification.com
Twitter @charityclairity
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3. 6 Learning Objectives +
10 Foolproof Steps to Success
WHY you need a major gifts program,
no matter your size
WHAT are major gift fundraising
preconditions?
1.Stop Making Excuses
2.Make Major Gift Fundraising a Strategic
Priority
3.Deliberately Dedicate Some Resources
HOW many prospects and donors can
you handle?
4.Determine the Number of Prospects and
Donors You Can Actively Manage
WHO are your best prospects?
5.Identify the Prospects You’ll Endeavor to
Upgrade to a Major Gift
6.Qualify Prospects to Find Your Most Likely
Donors
7.Tier Your Qualified Portfolio
WHEN will prospects be ready for
cultivation and solicitation?
8.Establish Revenue Goals for Every Qualified
Prospect
9.Put a Cultivation Plan in Writing for Each
Prospect
WHERE will the rubber meet the road?
10.Clearly Define Accountability
@charityclairity #clairificationschool 3
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4. Why you need a major gifts program –
no matter your size
• Nearly 80% of all fundraising
comes from individuals.
• Studies show over 88% of all
funds raised come from just
12% of donors.
• 76% of all household charity in
the U.S. comes from the top 3%
of U.S. households.
@charityclairity #clairificationschool 4
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You. Can. Do. This!

5. @charityclairity #clairificationschool 5
POLL #1
Where do you
focus your
fundraising
resources?

6. @charityclairity #clairificationschool 6
POLL #2
Which do you
think costs
more than 50
cents to raise a
dollar?

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8. WHAT are major gift fundraising
preconditions?
• Make shoestring strong enough when
you lace up those shoes they stay put!
Spend money to make money.
• Understand and embrace the major gift
fundraising ROI reality. It’s your first
step to sustainable financing.
You. Can. Do. This.
1.Stop Making Excuses
2.Make Major Gift Fundraising a
Strategic Priority
3.Deliberately Dedicate Resources
@charityclairity #clairificationschool 8
How big and strong
must your shoestring be?
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9. 1. Stop Making Excuses
Excuses are a way to place blame for an internal
problem on an external condition.
• “We don’t have enough time”
• “We’re waiting to hire a major gift officer”
• “We don’t have the right prospects”
• “We’re saving our reserves for a rainy
day.”
@charityclairity #clairificationschool 9
It’s your organization’s
responsibility to GROW love!

10. 2. Make Major Gift Fundraising
a Strategic Priority
Commit both internally and externally
• Commit to hold your own feet to the
fire.
• Commit to hold others feet to the
fire.
• Announce your commitments to
board and staff.
• What gets measured gets done.
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Put commitments in writing, in
the form of a strategic major gift
fundraising plan

11. 3. Deliberately Dedicate Resources
Don’t cut corners
• Get creative
• Capacity-building grant?
• Group board gift?
• Major donor gift?
• Allocate portion of reserves?
• Clarify responsibilities
• Job descriptions
• Clear tasks
• Chain of command
• Schedule regular team
meetings
@charityclairity #clairificationschool 11
The only thing worse than not
having fundraising staff is having
bad fundraising staff

12. HOW many prospects and donors
can you handle?
• Dedicate a manageable workload.
• Narrow your MG prospect universe.
• Remember you’ll need more
prospects than you’ll ultimately
qualify for your major donor
cultivation and solicitation portfolio.
You. Can. Do. This.
4.Determine the Number of Prospects
and Donors You Can Actively
Manage
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Don’t live in
Imelda Marcos’ closet.
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13. 4. Determine the Number of Donor Prospects
You Can Actively Manage
• Quick and Dirty: Break database
into 3 segments (look at 24 months)
• 0% of budget?
• 10% of budget?
• 90% of budget?
• Use your Math
• Rule of 150
• Use your Judgement
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14. WHO are your best prospects?
• Folks who care about your cause!
• Folks who are closest to you!
• Folks who are philanthropic – especially to you!
You. Can. Do. This.
5.Select the Prospects You’ll Endeavor to
Upgrade to a Major Gift
6.Qualify Prospects to Find Your Most Likely
Donors
7.Tier Your Qualified Portfolio
@charityclairity #clairificationschool 14
Make sure you’ve enough to eat,
But don’t let your eyes be bigger
than your stomach
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15. 5. Identify Prospects You’ll Endeavor
to Upgrade to a Major Gift
@charityclairity #clairificationschool 15
Build your portfolio
It’s not just about the money
• LINKAGEto your cause
• Committed, loyal donor or volunteer
• INTERESTin your cause
• Caring demonstrated by actions
• ABILITYto give
• Capacity demonstrated by current or past
donations

16. Staff
Staff
Advocates + Influencers
Board +
Volunteers
Staff
Donors
Board + Staff
Friends + Associates
Clients
Volunteers
Lapsed donors
Donors
Philanthropic Interest
Universe ‘Pie in the Sky’
is in
Outer Space
‘Pie in Your Face’
lacks linkage, interest,
or major donor
ability
‘Your Piece of Pie’
is most closely
connected to current
constituents and to
your mission
Center Yourself

17. 6. Qualify Prospects to Find Your Most
Likely Donors
• Will this prospect be responsive?
• Don’t overlook this step!
• Do they want a deeper relationship with you?
• Only 30% will be receptive to your “touches” and
“moves.”
• How can you find out?
• Make planned preliminary “touches.” Persevere.
@charityclairity #clairificationschool 17
Don’t Knight. Invite!

18. Reach Out with Preliminary Qualification Steps
1. Send a letter or email introducing
yourself to your prospect.
Thank
Tell them they’re important
2. Make a follow-up phone call.
If you get them, endeavor to learn
more about their passions.
If you miss them, leave a warm
friendly message with contact info.
Try again a week later.
3. If you get no response to your
calls or mailings, send a survey.
4. If you get no response to the
survey, send a handwritten note
card.
5. Send an invite to an upcoming
event, tour or volunteer activity.
Follow up with a call or email to let
them know the invitation has been
sent.
Ask them to RSVP to you directly.
6. For top prospects who’ve eluded you,
try a final phone call, email or text –
based on what you know of their
preferences.
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19. 7. Tier Your Qualified Portfolio
@charityclairity #clairificationschool 19
• A = 10-15% of caseload
• 50% of time
• B = 40-50% of caseload
• 30% of time
• C = 50 – 65% of caseload
• 20% of time
• D = Regular annual giving campaign
• E = New donor acquisition campaign
Keep caseloads manageable
Major Gifts
Renewals
Acquisition

20. WHEN will prospects be ready for
cultivation and solicitation?
• Ready for cultivation after qualification.
• Begin cultivation after setting $$ goals.
• Build plan targeted to reach $$ goals.
You. Can. Do. This.
8.Establish Revenue Goals for Every
Qualified Prospect
9.Put a Cultivation Plan in Writing for
Each Prospect
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The journey is one where both
you and your donor are seeking
that ‘just right’ fit and timing.
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21. 8. Establish
Revenue Goals
for Every
Qualified
Prospect
a
DI
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George Generous
$30K
Philomena Philanthropic
Barney Benevolent
$15K
Diana Donor Gilbert Giver
Devon Devoted Lulu Loving
Carolina Caring
$5K
Maggie Magnanimous
Bennet Benefactor
Mural Munificent
$10K

22. 10-15% of Caseload
40 – 50% of Caseload
50 – 65% of Caseload
B
C
A
% of effort Strategy Outcomes
50%
20%
30%
Very personal
Less personal
6/7 figures
Upgrade
Retention
Repeat Giving
5-figures
Major Upgrade
Repeat Gifts
Retention
Small Upgrade
Retention
Repeat Gifts
Determine revenue goals for each donor
22@charityclairity #clairificationschool

23. 9. Put a Cultivation Plan in Writing
for Each Prospect
• Reach out monthly
• Combination of low, medium and high
touch
• Customize plans individually
• Move prospects along a continuum
@charityclairity #clairificationschool 23
Meet for coffee
Send requested info
Have E.D. host tour
Attend event
Set up ask visit

24. WHERE will the rubber meet the road?
• Don’t endlessly cultivate. Donors
willing to be cultivated want to
give.
• Clarify roles for all involved staff
and board. It’s your first step to
sustainable financing
You. Can. Do. This.
10.Clearly Define Accountability
@charityclairity #clairificationschool 24
Who’s in it for the long haul,
and also willing to cross the
finish line?
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25. 10. Clearly Define Accountability
@charityclairity #clairificationschool 25
It’s time to
ask now!
I’ll answer fact
questions!
I’ll make the
ask!
I’ll provide
testimony!

26. SUMMARY: Why, What, How, Who, When, Where
10 Foolproof Steps to Success
1. Stop making excuses
2. Make major gift fundraising a
strategic priority
3. Deliberately dedicate
resources
4. Determine number of donors
you can actively manage
5. Identify prospects you’ll
endeavor to upgrade to a
major gift
6. Qualify prospects to find your
most likely donors
7. Tier your qualified portfolio
8. Establish revenue goals for
every qualified prospect
9. Put a cultivation plan in
writing for each prospect
10. Clearly define accountability
@charityclairity #clairificationschool 26
Follow these basic
steps, no matter the size
or shape of your shoes

27. 27
Q U E S T I O N S ? ? ?
1. Sign up for the biweekly Bloomerang-sponsored “Clairity Click-it.”
2. Enroll in ‘Clairification School’ for weekly how-to content
3. Join the “Winning Major Gifts Strategies” e-Course!
You’ll get free Bonuses with each enrollment
Twitter @charityclairity
www.clairification.com
Claire@clairification.com