As a major gift officer, it is vital to remain flexible. When society was forced into the virtual world, successful fundraisers jumped with it. The need for donations does not stop despite world events, and leading nonprofits took the opportunity to use a new resource for major gift fundraising.
We interact with friends, conduct business meetings, and see our doctors via Zoom calls, and fundraising is no different. While the traditional best practices of donation solicitation still serve useful, an increasing number of asks are happening online. Fundraisers are finding virtual solicitation to be just as effective as in-person meetings. Even more so, some donors prefer the convenience that virtual meetings allow, indicating that this practice is the way forward for fundraising.
The Benefits of Virtual Major Gift Fundraising
It is essential to look at why major gift fundraising has continued to be successful even through virtual communication. Many people have become very comfortable in and accepting of the online space. It is less time-consuming to run into your office than prepare and potentially travel to meet someone for a meeting. It does not force the donor to block off as much of their day to communicate with you, making it more likely that they will agree to a meeting.
Virtual major gift fundraising is also a very effective cost-saving measure. In a traditional meeting, there would be travel costs, lunches, and other out-of-pocket expenses. Depending on how many donors you communicate with, that can add up to a large sum of money over a year. This is money that can be kept for other purposes, such as social media campaigns.
Utilizing virtual calls for major gift fundraising dramatically increases productivity for fundraisers, as well. Previously, you could schedule a meeting or two with donors. Not only is it easier to get a meeting these days, but you can fit more appointments into your day. Imagine the total donors you could engage with over the year if you could speak to four people a day instead of two.
Best Practices for Virtual Major Gift Fundraising
As with in-person meetings, certain elements form a successful meeting. These do not change when using Zoom as a method of communication. Utilizing techniques that have proven to be successful for your organization is still the key to receiving donations.
When communicating with your potential donors, ask for an online meeting. Explaining the convenience benefits will usually allow you to get them on a face-to-face call. Video calls are more effective than telephone calls, and you can have several members of your team join the conference call if necessary. You can also screen share, allowing you to show the donor information easily.
You have a responsibility to provide the same level of professionalism in virtual meetings. All of the critical steps for major gift fundraising are still required to obtain a major donation.
Virtual Major Gift Fundraising — Technology Requirements
There are a few new things to consider in your preparation process. First, ensure that your equipment is up to date. Test your camera and microphone well before the meeting is scheduled. You don’t want to scramble due to malfunctioning equipment minutes before your call. Make sure your software is working fine. You could even make a practice call to someone you know and practice screen sharing, just to be sure.
One overlooked aspect of virtual major gift fundraising is your environment. This means ensuring that your space is free of children, pets, or anyone who may walk into the camera frame. You may be at home during this meeting, but keep it as professional as possible.
It is also an added touch to have a professional-looking background. You may have to work in a tight space, but making sure you have a blank wall at a minimum will help you maintain professionalism. Your donor doesn’t need to see into your kitchen during this meeting. If you have the time and space, staging a lovely bookcase, plant, or painting behind you can help the aesthetic.
Virtual Major Gift Fundraising — Making The Ask
When the time comes to ask for a donation, proceed the same way you would during an in-person meeting. Remember that it is a real person on the other side of the screen that needs to feel genuinely connected to you and your cause. Keep the atmosphere light and stay patient if your donor has any technical difficulties.
If there are several people on the call, be mindful of speaking one at a time. It is easy to talk over each other, especially if there are any technical delays. Keep the conversation calm and relaxed. Ask questions and answer anything the donor may wonder about. You can easily show graphics or charts if necessary.
Virtual Major Gift Fundraising — The Bottom Line
It is evident that virtual meetings are here to stay and are changing the way fundraising occurs for non-profits. Although you are not meeting donors face to face, this type of interaction opens doors for fundraisers. People who were never available for meetings are suddenly able to hop on a video call. Cutting down on travel time increases the number of donors you can interact with.
Conducting virtual major gift fundraising can also take the pressure off, leading to a smoother, more authentic interaction. Sometimes it is easier to talk to a donor when they are on the other side of a screen. For technology-savvy, up-and-coming nonprofits, virtual asks are the future of major gift fundraising.
