Finding (and Keeping) Major Donors - Part 2

Chances are, you already know the folks who will be major donors to your nonprofit in the coming years. You (and they) just may not know it yet!

In this blog series, we’re unpacking who major donors are and how to find (and keep) them. In the previous post, we outlined what a major donor is and what most of them have in common in terms of their relationship to your organization.

Today, we’ll take that a step further with some data analytics that our firm recommends to nonprofits. If you’re not a data or math person, don’t tune out! These are simple strategies that can help you hone in on your next set of prospective major donors.

The Takeaway: Assessing Giving Patterns and Trends

Here are some key data points and questions to consider:

• Who has been giving consistently over time?
  Identify donors with a recurring monthly or annual gift history. Review these names and their donation patterns.

• Who has consistently increased their giving?
  Donors who’ve moved from giving $50 a week to $500 a month are great indicators of major donor potential.

• Who has made significant one-time gifts?
  Individuals who step up for immediate needs or specific projects may be ready for further engagement on future opportunities.

The Donor Performance Index (DPI)

Our firm can assist organizations with analyzing their donor base through a Donor Performance Index (DPI). This comprehensive assessment offers valuable insights into giving patterns, highlighting what’s working—and what’s not—in your fundraising efforts.

A DPI is especially valuable for organizations considering a capital campaign in the near future. Even without a full DPI, a review of donation and giving patterns can help you identify prospects who warrant closer attention. Consider these questions:

• What is their story and connection to your mission?
• What inspires their contributions to your work?

Learning about these donors’ motivations and values will guide you in engaging them meaningfully for future projects that align with their passions.

What’s Next?

Our next blog will cover common donor types and engagement styles we often see among major donors. Understanding these styles will help you build a strong stewardship approach that keeps major donors engaged and inspired.

In the meantime, if we can assist with a DPI or any pre-campaign assessment, please reach out!

Timothy L. Smith