By Adam Clevenger
The most meaningful gifts usually share the same characteristics, and they almost always start with one thing: a personal connection.
I often ask people in my training sessions to reflect on how the most meaningful gift they gave was solicited. I find it’s a great way to pull out tips that apply to all solicitations.
Recently, while presenting at the Indy Hunger Network’s Food Pantry Conference, a session participant said the most meaningful gift she made was supporting her nephew’s mission trip. Perfect.
Here’s what made her gift so meaningful:
- She was personally connected… it’s her nephew, after all.
- He solicited her in person.
- He personalized the ask.
- He told her how her gift would be used (i.e., his goal for the trip).
- After the trip, he sent her a picture with details about it, and, of course, a thank you.
Her experience and the elements behind it show up in every successful fundraising effort.
Personal connection: Fundraisers are much more successful when they identify potential donors who have a personal connection with the organization or cause. While I believe people without a direct connection to your mission will support your work, I’d prioritize those already predisposed to support it.
In-person solicitation: While I believe every solicitation method can be effective, taking the time to sit down with your donors is important. It signals you care, that your request is worthy of their attention, and it builds on your relationship. He could have texted her, and she might still have given, but would it have been the most meaningful gift she’s ever made?
Personalized communication: Did the nephew ask his aunt by asking “Dear Supporter,” “Dear Friend,” or “Dearest gentle reader?” Obviously, no! He used her name! If your nephew wouldn’t call you “Dear Supporter,” why are you calling your donors that? Soliciting and giving is a two-way conversation; your donors want to engage in a conversation with you. Remind your donors, even in the solicitation, that you acknowledge them as real people.
Specific goal and clear use of funds: Making a specific ask with a clear connection to the hoped-for outcome will outperform the one-sized-fits-none approach. While there is a time to inform your donors about your work, your solicitation should cause them to give, not stop and think.
For example:
“$28 gives a survivor the safety of a locked door for one night.”
“Your gift provides transitional housing, wraparound services, children’s support, and 24‑hour safety.”
Thoughtful stewardship: After successfully securing the gift, sharing genuine appreciation is critical to ensure the donor gives again in the future. Equally important is reporting back to them how their gift was used (again the more personal and specific the better).
When you make your donors feel as seen, valued, and connected as that aunt felt, they don’t just give, they feel grateful for the chance to give. Meaningful giving doesn’t happen by accident. It happens when we slow down, connect personally, and invite donors into something real.