Planning and Implementing Your Major Gifts Campaign

Suzanne Irwin-Wells is founder and principal of Irwin-Wells Associates, a California-based fund raising consulting firm serving philanthropic organizations in the United States and United Kingdom. She has served as both development director and consultant. In addition, she is adjunct professor at Golden Gate University in San Francisco, where she teaches major gifts fund raising.

"...is a book that every development officer and board membershould read." (CharityChannel.com, 2/19/03)"This handy book makes major gifts fund raising doable. Thestep-by-step approach, the worksheets and the real-life storiesprovide professionals and volunteers with a clear roadmap tosuccess."-- Andrew Eber, executive director, Marin Community HealthFoundation "An accessible handbook loaded with practical, tried-and-trueinformation about major gifts fund raising, delivered in a hands-onand witty style. This is a perfect book to share with your campaignvolunteers and staff alike."-- Marcia Slackman, director of major gifts, The GorillaFoundation "A practical and ready-to-use workbook. It provides form andstructure to what can seem an overwhelming undertaking. Iparticularly recommend it for people who have not done major giftscampaigns before."-- Kim Klein, publisher, Chardon Press and GrassrootsFundraising Journal

• Figures, Exhibits, and Worksheets. Preface. The Author. 1. Understanding Major Gifts. Major Gifts and the Fund Raising Cycle. The Donor Pyramid. The Characteristics of Major Gifts. Where Major Gifts Fit in an Integrated Development Plan. Ongoing Major Gifts Efforts. The Major Gifts Campaign. Working Together to Solicit Major Gifts. 2. Preparing for Major Gifts. Fostering a Philanthropic Attitude. Developing a Case for Support. Developing the Campaign Case. Fulfilling the Role of Campaign Manager. Assessing Your Organization's Database. Planning Your Campaign Materials. Checklist for Success. 3. Setting Goals. Creating a Gift Chart. Responding When the Total Is Less Than You Need. Using the Gift Chart to Plan the Campaign. 4. Identifying, Qualifying, and Rating Potential Donors. Understanding What Makes a Major Gifts Prospect. Why You Can't Solicit Everyone for a Major Gift. Determining How Much You Can Ask Prospects to Give. Hiring a Research Firm or Consultant. Keeping Track of Your Findings. 5. Budgeting for Your Campaign. Understanding Why Budgeting Is Important. The 1-2-3-4 of the Budgeting Process. How Much Your Campaign Should Cost. Figuring Out What Things Will Cost. Drafting Your Budget. Monitoring and Correcting Your Budget. Paying for Expenses. 6. Identifying, Recruiting, and Training Volunteers. Understanding the Importance of Volunteers. Three Main Roles for Campaign Volunteers. Finding and Recruiting Volunteers. Training Volunteers. The Only Thing Worse Than Training Volunteers Who Do Nothing. Supporting Volunteers with Volunteer Kits. Dealing With and Preventing Unproductive Volunteers. 7. Cultivating Relationships with Major Donors. Defining Donor Cultivation. Understanding the Cultivation Connection--Your Bridge toSuccess. Who Cultivates Donor Relationships. Common Objections to Cultivation. The Hardest PartGetting Prospects to Attend. 8. Soliciting Major Gifts Prospects. Assigning Prospects to Volunteer Solicitors. Testing Prospect Readiness. Finalizing Prospect Information. Arranging Appointment Logistics. Developing a Script. Asking for a Specific Amount. Overcoming Prospect Objections. Getting Beyond Fear. Increasing Your Comfort Level. Reviewing What to Say During the Appointment. 9. Monitoring Your Campaign. Holding Campaign Committee Meetings. Managing Ongoing Reporting. Evaluating the Campaign. Jump-Starting a Stalled Campaign. Taking Action When the Gifts Don't Come In. Celebrating Your Success. 10. Staying on Track. Understanding the Campaign Calendar. Selecting What Goes into the Calendar. Creating Your Campaign Calendar. 11. Providing Stewardship for Major Donors and Their Gifts. Defining Stewardship. Shouldering the Responsibility for Stewardship. Useful Publications. Notes.