Develop Your Major Gift Pipeline
Fundraisers’ recent successes at the top of the giving pyramid have had an unexpected consequence: the ranks of pipeline donors have grown thin. As advancement leaders have focused on the biggest gifts, they’ve underinvested in pipeline donors. This inattention to the middle has imperiled the future of major gift efforts and created a sustainability crisis in higher ed fundraising.
Enfranchise gift officers to prioritize discovery
Pipeline development must begin at the beginning: with a robust, active discovery operation. Yet the need for high prospect assignment rates and the tendency for MGOs to “claim” prospects mean that large groups of prospects sit in portfolios unattended.
To take advantage of their untapped potential, forward-thinking advancement leaders are focusing on the barriers preventing MGOs from doing discovery: MGOs’ distrust of newly assigned prospects’ potential, their discouragingly low outreach hit rate, and the distractions created by the “tyranny of the immediate.”
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