Advancing Campaigns Through Leadership Giving
Taking the Lead
Leadership giving programs encourage a higher level of engagement and giving. Providing special recognition to donors who make significant contributions will strengthen your donor base, incentivize donors to increase their gifts and amplify your community impact.
Define your leadership giving program:
Set a target donation amount for leadership donors, or donors who give a significant amount like $500 or $1,000 per year
If you already have several major donors, you may want to create a tiered program with each level having a minimum donation amount and special benefits.
Identify special recognition opportunities or benefits for each giving level. A few proven ideas:
Note of appreciation or phone call from leadership or from a nonprofit benefitting from their gift.
Invitation to a special reception with leadership or to a webinar with a notable guest speaker.
Pin, plaque, t-shirt, or other gift of recognition.
VIP benefits at company events like early registration, early entrance, etc.
Shout outs of gratitude on social media, in campaign promotions or during staff meetings.
Create a targeted communication plan:
Send a targeted, personalized email inviting past high-level donors to renew or increase their annual gift.
Thank them for past support and highlight their impact.
Send from leadership chair or senior staff member.
Describe giving levels and incentivizing giving.
Promote leadership giving levels in all campaign promotion.
Be sure to list the giving levels and benefits.
Send weekly emails targeted to leadership donors.
Focus the messaging on charity impact or “what a dollar buys” at leadership levels.
Encourage leadership donors to make personal appeals or fundraising challenges to their colleagues and peers.
Personal asks are impactful and inspire action.
Recognize and thank major donors:
Provide timely and personal recognition to make leadership donors feel valued and appreciated.
Keep a record to ensure that each donor receives the benefits that correspond with their giving level.
Share specific examples of the impact made by leadership donors.
Give leadership donors the opportunity to talk about why they give and the nonprofits they support.
Look for opportunities to showcase the program or individual donors within the organization, department or community.