Fundraising- Major Gifts- Jerry Panas: “The Fundraiser’s Credo”

Jerry Panas is an exceptional fundraising consultant with a unique understanding of what motivates donors to make major gifts. He has written a number of helpful books and articles … all of which are worth reading. One of my favorites is entitled “Asking.” It is a practical, easy to read resource for both professionals and volunteers involved in major gift fundraising.

Some of his articles are available from “Contributions” magazine. “Contributions” is a free online magazine which covers topics such as “board development, major gifts fundraising, prospect and donor research, direct mail fundraising, volunteer management, nonprofit marketing, Internet and email fundraising, proposal writing, planned giving, and corporate and foundation fundraising.”

One of Mr. Panas’ articles, available from “Contributions,” is entitled “The Fundraiser’s Credo.” Mr. Panas has developed what he refers to as “the absolute truths about fundraising and philanthropy.” Here are a few that he writes about in the article:

“You must ask for the gift.

It is absolutely amazing what you don’t raise when you don’t ask! In every study we’ve conducted, the reason most often cited for why a person hasn’t made a gift is “because I’ve never been asked.”

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Individuals give emotionally, not cerebrally.

Your donors give to dreams and dazzling visions. Giving is visceral. The larger the amount, the more likely it’ll go from the heart directly to the checkbook.

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It’s harder to get an appointment than it is to get the gift.

Actually, more strategy, planning, and innovation are needed to get the visit than to sell the program. I know now that securing the visit means you’re 85 percent on your way to getting the gift. This means you need to use all your ingenuity and resolution, artful persistence, in getting the visit. The gift will follow.

The decision to give is spontaneous.

You’ve made a dazzling presentation. There’s almost an immediate spark of electricity. You can feel it. The amount may still be in doubt, the timing may be a question, the manner in which the gift will finally be made may require further study – but the decision is made.

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The commitment regarding the major gift won’t likely be made on the first visit.

If you get a gift on the first visit, chances are you’re not getting as much as you should. You’re leaving money on the table. Spend much of your time during the first call showing the drama, the power, and the excitement of the program. Sell the dream.

Don’t sell the needs of the institution.

People have needs. Institutions don’t have needs. They have answers and solutions. Sell the answers and solutions. Your donors don’t give because you have needs. They give because you have solutions. They give to opportunities. Bold, visionary, exhilarating opportunities.”

To access the complete article, just click on the title to this post. To find more information about Mr. Panas, just copy and paste this link- http://www.jeroldpanas.com/