1) Should you let a prospective donor know that you want to visit them to talk about making a major gift to the campaign?
Short answer: Yes!
A major gift visit should never feel like a surprise sales call. Donors deserve the courtesy of knowing the purpose of the conversation before the visit takes place. Being transparent builds trust and allows the donor to prepare thoughtfully [and prayerfully] for the discussion.
The invitation should not sound intimidating or transactional. The goal is not to pressure someone but rather invite them into a meaningful conversation about the vision and future of the ministry or organization.
You might say:
“We would love the opportunity to visit with you about the vision for our
Campaign and talk about how you might consider participating in a
Significant way.”
Or:
“We’re meeting with a small group of key supporters to share the vision
for the future and invite [prayerful] consideration of leadership support.”
This approach accomplishes several things:
- It honors the donor’s time
- It eliminates unnecessary anxiety or suspicion
- It communicates that the donor is viewed as an important
- partner in the mission
- It increases the likelihood of a thoughtful and productive conversation.
Donors appreciate knowing ahead of time that the visit will include a discussion about financial support. Serious donors rarely object to the purpose of the meeting; they simply want clarity, sincerity, and respect.
2) How Much Do You Ask for in a Major Gift Visit?
Short answer: That depends!
You should ask the donor to [prayerfully] consider a specific amount – and the amount should be both meaningful and realistic.
One of the biggest mistakes in a major gift visit is asking too vaguely:
“Would you consider supporting our campaign?”
A donor may sincerely want to help but have no framework for what is needed or what would constitute a leadership gift. Specificity provides clarity and direction.
The amount requested should based on:
- The donor’s known giving history
- Their capacity to give
- Their level of passion for the mission
- The campaign’s financial needs
- Information learned during the cultivation process
A well-prepared ask is not arbitrary. It is [prayerfully] and strategically considered.
Importantly, the requested amount should stretch generosity without feeling unrealistic or offensive. A major gift ask should invite sacrificial generosity while allowing the donor freedom to discern their response.
Go by this principle:
“Ask for an amount that would be significant to the donor, meaningful to
the campaign, and achievable over the pledge fulfillment period.”
For example:
- A donor who regularly gives $5,000 annually might be asked to consider a three-year commitment of $25,000.
- Another household with greater financial capacity and strong enthusiasm for the vision may appropriately be invited to consider a six-figure commitment.
The ask itself should be clear and gracious:
“After [prayerful] consideration and based on your longstanding
commitment to this [ministry, organization], we would like to invite
you to consider a commitment of $100,000 to be fulfilled over three
years.”
And then – most importantly – stop talking.
Allow space for reflection, questions, and conversation. Major gifts are fundamentally about relationships, shared vision, and helping donors experience the joy of making a meaningful difference.
John V. Clark, President/Partner
The James Company
Phone: (815) 353-8997
Email: jclark@jamescompany.com
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