Christian Leadership Alliance

Vision, Strategy, and Goals

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In which Season does your ministry raise the most financial resources each year?

Take the poll

What Donors Want Most of All

(Hint: It may not be your organization)
Jimmy La Rose | Outcomes, Sep/Oct 2007, Vol. 31, No. 5

So you think you know fundraising and development. Okay, let's put your knowledge to the test:

In order to maximize giving from a particular donor, you need to:

1. With permission, acknowledge the leadership gift publicly;
2. Consistently and creatively express genuine gratitude for the gift;
3. Meaningfully involve the donor in your program;
4. All of the above.

Jimmy LaRose, CFRE, having served on the team that writes the test questions for the Certified Fund Raising Executive certification exam, has a bit of an advantage.

"A lot of people think it's 'D,'" he says. "The correct answer, however, is 'C.'

"Meaningful donor involvement starts when you ask yourself, 'What can I do to get the donor closer to our organization in a way that really allows him or her to experience the people, passion and impact of the ministry?'"

Rushing to adopt a set of proven strategies and tactics won't necessarily win you a passing grade in the real world of raising money, says LaRose, who has invested 18 years in Christian fundraising and development.

"There are essentially three philosophies of development. The first approach is technique driven, from crazy direct mail to unusual special events. 

"A second approach is an institution-driven philosophy which says, 'Our organization is making a difference; this is a safe and wise place to invest. Share your money with us.' While I believe in using technique and in the importance of the institutional case, the problem is that the focus is really on the organization. In other words, 'It's all about us.'

"A third approach, the donor-driven approach, asks the all-important question, 'How can we help donors accomplish the personal goals to which God has called them?' This emphasis requires the development officer to identify needs and meet them. This method requires the creation of individual plans of care, made up of multiple points of contact, which allows the case for support to be introduced in a customized fashion, in a way that ensures donors' objectives are met." The donor approach is ultimately realized through the relationship cycle.

LaRose said he learned this lesson years ago, when he was raising funds for a children's home. "I tested direct mail letters to people age 65 and over, with a net worth of least $1 million each. A woman named Mrs. Waugh responded to this cold mailing with a $10,000 gift. I met her and learned she had a love for children's education.

"After months of cultivation, I invited her to become the chairperson of a $250,000 campaign to build a new cottage for the children. I was slightly let down when she said she'd give another $10,000. However, it didn't take more than a few seconds to realize I hadn't really listened to the thing she most cared about.