Charitable organizations are still not immune to longstanding myths about major gift fundraising. A crucial first step toward improvement is dispelling these fallacies. Here are a few of my favorites:
The mysterious black box
This is the assumption that professional fundraising is a mystical art, represented by a black box, where wine and cheese is inserted in one end and donations come out the other. Organizations that believe they can charm and entertain their way to a sustainable major gift program are destined for disappointment.
The one finite pie
Have you ever heard someone suggest that a gift to your organization must mean less for other charities? This implies that philanthropy is like a pie: a bigger piece for one charity means smaller pieces for others. However, there are more high-capacity donors and greater discretionary wealth available for philanthropy today than ever before. There’s no evidence to suggest this trend will not continue.
The generic donor
Closely related to the finite pie fallacy, this myth implies that donors are equally likely to support any charitable purpose. In reality, major gifts typically stem from an acute alignment between the donor's values and the mission of the organizations they choose to support. Donors don’t just want to "give away money"—they want their gifts to have a meaningful impact on causes they deeply care about.
And finally,
The low hanging fruit fallacy
Successful major gift fundraising isn’t like picking ripe apples from a tree. Instead, it resembles cultivating an orchard—tilling the soil, planting seeds, and nurturing growth over time to create a sustainable source of support for your organization. Expecting donors to be "ripe for the picking" is a sure way to fail.
By busting these myths, you’ll take your first steps toward building an effective major gifts program.
Adopt the right mindset
Once the myths are dispelled, it’s time to focus on the truths that underpin successful fundraising. At the top of the list:
Philanthropy is a partnership. Meaningful philanthropy stems from a genuine partnership between two parties with shared goals. On one side are individuals with surplus financial capacity who wish to improve lives but cannot do so alone. On the other are organizations with the expertise and personnel to deliver solutions but without the financial means to act independently. Together, these two parties achieve something significant that neither could accomplish on their own.
Giving through, not to. Rather than thinking about donors giving to charitable organizations, challenge them and yourself to think in terms of giving through. A gift’s true purpose is not simply to support an organization; it’s to partner with it to achieve its mission. This perspective transforms the philanthropic experience for everyone involved.
It starts with mission. Before meaningful discussions with prospective donors can occur, you must confidently answer three key questions:
These may seem like basic questions, but clear and explicit answers are essential for unlocking opportunities for meaningful, impactful conversations.
Everything outlined above is common sense, yet it’s surprisingly underutilized in philanthropy. By debunking myths and embracing the right approaches, organizations can foster more meaningful partnerships and achieve greater impact through major gift fundraising.
Peter Fardy is Principal, Northport Philanthropic Advisory Services, and former Vice-President, Advancement, Dalhousie University. Contact him, peter@northportphilanthropic.ca www.northportphilanthropic.ca
