Gift officers will regularly say, “I need something specific to ask donors to give to.”
When they use the word specific, they usually mean they want a tangible way to show “how” the institution will use the gift. For instance:
- A gift for a specific priority, program, or initiative – like a department or college within a university; or,
- A gift for a specific project – like a new facility; or,
- A gift for a specific fund – like an endowment.
When they use the word specific, gift officers don’t typically mean they want a compelling way to share “why” the institution is seeking the gift. For instance, they don’t usually mean:
- A gift for a specific cause – like ending breast cancer; or,
- A gift for a specific mission – like providing an excellent education to more people; or
- A gift for a specific vision – like lifting communities out of poverty.
And yet, when donors are asked, they consistently tell us they, “want to make a difference,” with their giving.
We can either race to the bottom as gift officers and seek smaller transactional gifts based on specifics that focus on “how” we will make a difference.
Or, we can inspire donors, appeal to their highest values, and seek transformational gifts based on the specifics that focus on “why” we are aiming to make a difference in the first place.
This article was originally posted in March 2025 on Jason McNeal’s Blog.
