Become The Confident Closer

Fundraisers cannot afford to be passive.

This is a message I recently shared with a major gifts team. As major gift fundraisers, we can't wait for donors to come to us; we must actively engage them, showcasing the impact of their contributions to our nonprofit’s work.

While major gift fundraisers at times focus on specific projects, we also need to communicate the overarching mission. This broader vision inspires donors to identify as partners in our work, enhancing their connection and commitment to the impact our nonprofits are making.

And, I’ve noticed something over my fundraising career, from a new fundraiser up to Chief Development Officer, and now as a fundraising strategist and coach.

In my experience, major gift fundraisers often align into 3 broad categories when it comes to cultivating major gift supporters and making the Ask.

The first category is what I call the passive fundraiser. This person might be new to fundraising, or lacking confidence, or the nonprofit leadership promotes a passive stance. I once reported to an Executive Director who said, “We never ask donors to give more than they already do.”

Passive fundraisers may wait to solicit gifts because they wait for donors to reach out first. Their hesitation often stems from wanting certainty before making the Ask, which prevents the fundraiser from opening important conversations that deepen donor connection.

Next is the reactive fundraiser. This individual often juggles an overwhelming workload, leading to burnout. They prioritize immediate tasks and might assume they can count on previous donors to give again without further engagement. Others may believe it’s a waste of time to pause for a day to review and prioritize their major gift portfolio. Some fundraisers believe that cultivating a long-time donor before an Ask “isn’t worth it.” I once had a fundraiser at a children’s hospital confide that they were in reactive fundraising mode because, “We’re just trying to keep up with unexpected major gifts that keep rolling in.”

While reactive fundraisers may close gifts, the donor relationships might be transactional. The fundraiser misses opportunities for meaningful connections and may overlook prospects or additional gifts from current supporters.

Lastly, there is what I call the connected closer. This fundraiser offers opportunities for connection with the supporter, allowing the donor to set the pace and depth of the relationship. This fundraiser understands that philanthropy fuels the mission impact. They plan Asks with intention and secure the gifts. They understand that many donors joyfully give to make a difference and know that the intentional investment of time to review the donor portfolio leads to greater success. The connected closer is nimble when unexpected giving opportunities arise.

Connected closers have a full plate but maintain balance. Like all fundraisers, the connected closer is busy but they aren’t overwhelmed. They have confidence yet also know that not every Ask leads to a secured gift. They are agile, ready to act on new opportunities, and exemplify the spirit of connection-based fundraising.

If you’re ready to become the Connected Closer on your major gifts team (or hone your fundraising as an Executive Director), I invite you to join me for Boost Your Fundraising Portfolio Workshop on Monday, September 23, 12 noon PT/ 3p ET. After this workshop, you’ll leave with

• practical strategies on which donors or prospects to prioritize now,
• actionable advice to your best manage your major gift portfolio,
• transformative mind shifts to boost your fundraising approaches, and
• how to start and continue portfolio management that works for your brain.

I can’t wait to support you to greater major gifts success!