Although there is general agreement in the nonprofit sector about the importance of major gifts, there is not always agreement about just what constitutes a major gift.

Speaking at the National Catholic Development Conference in Orlando, Fla., Sean O’Connor of Community Counseling Service discussed the value of major gifts and said that getting the best out of them rests in large part on understanding just what constitute the key elements of major gifts fundraising.

According to O’Connor, those key elements are:

• Previous giving. Is there a history? If so, what motivated it? If not, how can we draw the prospect closer?
• Research. Does the request amount make sense?
• Sequence of request. When will we ask this prospect? Why is that?
• Clear rationale. Why is now the time to approach this prospect?
• The right solicitation team. Can they influence the prospect's decision? Have the donors made a gift equal to or greater than the request amount?
• Power of influence. Are there other donors who should be involved?
• Defined solicitor roles. Does everyone know what to say and when?
• Naming opportunities or gift recognition. Do they reflect the prospect's style and interests? Will there be one opportunity or several?

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