Like a Shark on a Feeding Frenzy
One thing I’ve noticed in working with many CEOs is that they don’t know who they should be cultivating.
Some don’t have a prospect list at all. Others technically have one… but couldn’t tell you who’s on it. And many are sitting on years of names in their database that no one is actively stewarding.
That’s not a capacity issue.
That’s a clarity issue.
Which brings me to a confession: Do you want to know who my best friend was when I worked in Advancement at a university?
My prospect researcher.
It didn’t even matter who it was over those 16 years. If they were in charge of researching and sharing prospect names with me, I made them my best friend.
The perks were great! They’d quietly pass along names they stumbled across. They’d run extra lists for me when I had a hunch or saw an unusual pattern. They’d dig deeper when I asked one more question.
My prospect researcher (whoever it was at the time) loved me back.
Do you know why?
Because I actually used their work.
I didn’t admire the list.
I didn’t save it for later.
I didn’t let it collect digital dust.
I tackled the names they shared with me with such ferocity and intention, you’d think I was a shark on a feeding frenzy.
That’s how I was as a development officer.
Intense.
Many of the CEOs I work with are not intense fundraisers.
In fact, they’re lovely, peacekeeping leaders who work hard running their organizations every single day.
But your board of directors has fundraising expectations. And your programs need more financial support. And that roof needs to be replaced. And transportation costs are rising. And your favorite staff member just told you they’re interviewing somewhere that pays more.
Your organization needs more money coming through the door.
So, what are you to do?
Well, I can tell you.
You become your own prospect researcher.
And you feed yourself a prospect list of 10 names at a time.
And you carve out space in your calendar every month to tackle those 10 names with such ferocity and intention, that YOU become the shark on a feeding frenzy during your fundraising time block.
One by one, you meet them for coffee. You visit them at their office. You make the advance.
And one by one, you either move each one toward giving a gift of significance, or you move them off your prospect list. Up or down, that’s it.
But if they’re moved off, you have to replace them with a new prospect. This will keep your list evergreen.
If you’re thinking, “but I hired a development officer to do this work so I wouldn’t have to!”
Having a fundraiser on staff is a great thing!
But there are some high-level donors that should belong ONLY to you.
And a great development officer will serve as your prospect researcher/best friend and hand-deliver those top names to you.
Because high-level donors don’t want to work with a “fundraiser.” They want to work with a “CEO.”
They give to leaders.
They give to vision.
They give to confidence.
They give to CEOs who know where the organization is going and who have the authority to put a gift to maximum impact.
That’s you, my friend. You’re that CEO.
You don’t need to become a full-time fundraiser.
You just need 10 solid, high-capacity prospects on a list with your name at the top and a calendar block.
Scheduling a standing monthly meeting with your development officer to swap names and provide donor updates is a great place to start internally.
Just like my prospect researcher, your development officer needs to see you lead the charge with these high-ranking prospects. And then they’ll help feed the shark.
Start with 10 names. And make your first call today.
You got this.
One more thing…
If you’re ready to stop wondering where the next major gift will come from and start leading with clarity and intention, Jenni Craig & Co. is here to help. Because strong fundraising starts with strong leadership, and you don’t have to do it alone.
