Targeting the right donors at the right time can bring in upgrades from individuals on the cusp of making larger gifts. An equally important strategy involves approaching them with a compelling appeal. Some institutions have begun to develop fundraising products to better speak to donors’ philanthropic motivations.
Fundraising products are clearly delineated on-campus causes or priorities that donors can support for a preset price. Donors typically contribute the full cost of funding the priority. They can include things like scholarships, study abroad stipends, and research funding.
Fundraising products are engineered to do a few things. First, their preset price tag structures giving conversations, providing donors a map of what gifts of different levels can achieve. Additionally, they impart to donors a sense of ownership over what they support through up-front impact and clear, effective stewardship. Lastly, they’re built to mimic the major-donor experience at the mid-level, which leads naturally to upgrades.