Qualche settimana fa sono stata contattata su LinkedIn da Carla Gunnella.

Carla Gunnella è una professionista esperta in analisi finanziaria, gestione dei fondi e relazioni con i donatori nel settore culturale e istituzionale. Con un background multidisciplinare in economia, diritto e gestione del patrimonio culturale, ha affinato le sue competenze nella raccolta fondi attraverso esperienze internazionali e una formazione avanzata in fundraising and development. Attualmente sta completando il Fundraising and Development Certificate Program presso l’Università della California, San Diego (UCSD) Extended Studies, un percorso formativo che fornisce strumenti strategici e competenze avanzate per il fundraising. Il programma, riconosciuto da CFRE International, offre crediti formativi validi per il conseguimento o il mantenimento della certificazione internazionale Certified Fund Raising Executive (CFRE).

Il corso “Major Gifts and Planned Giving“, parte di questo programma, approfondisce in particolare strategie e strumenti per acquisire e gestire grandi donazioni, elemento chiave per la sostenibilità delle organizzazioni non profit.

Con un curriculum così alle spalle, potrete ben capire la mia sorpresa quando ha chiesto proprio a me di fare un’intervista su come gestire i grandi donatori. La sua idea di intervistarmi scaturiva dalla partecipazione al corso di Ateneo Buone Cause “Gestire un incontro one to one con un potenziale grande donatore” di cui sono stata docente.

L’intervista esplora aspetti fondamentali come identificazione, coinvolgimento e fidelizzazione, con l’obiettivo di costruire relazioni solide e durature con i principali sostenitori delle organizzazioni non profit. L’elaborato prodotto da Carla ha ricevuto il massimo dei voti e, come Scuola di Fundraising di Roma, abbiamo deciso di condividerlo perché riteniamo che il lavoro fatto da Carla possa essere una buona guida da seguire per tutti noi quando ci approcciamo ai major donors.

Vorrei ringraziare Carla per questa intervista; il feedback ottenuto dai docenti del corso che sta seguendo a San Diego è stato estremamente prezioso per me poiché mi permesso un confronto di metodo e contenuti tra come operiamo in Scuola di Fundraising di Roma e una prestigiosa università americana.

A voi auguro una buona lettura e che magari il lavoro di Carla Gunnella sia un po’ d’aiuto anche al vostro lavoro.

Valeria Romanelli

Interview Report
Major Gift Fundraising Strategies

Interviewee: Valeria Romanelli Interviewer: Carla Gunnella

Introduction

This report summarizes my interview with Valeria Romanelli, a consultant at the School of Fundraising of Rome, a leading Italian institution dedicated to advancing the field of fundraising and nonprofit management. Founded with the mission to promote a culture of philanthropy, the school trains professionals in ethical and effective fundraising practices, aiming to create a world where fundraising is recognized as a strategic tool for social change. Its vision empowers organizations to build sustainable donor relationships and achieve meaningful impact.

During the interview, Romanelli shared her expertise on major gift fundraising strategies, recent cultivation steps, goal-setting processes, a successful major gift solicitation, and advice for aspiring fundraisers. Her insights reflect the school’s commitment to excellence, innovation, and ethical practices in philanthropy and highlight her extensive experience in major donor fundraising.

1. Major gift strategies

Romanelli explained that fundraising from major donors requires a strategic and balanced approach that combines emotional appeal with rational reasoning. She emphasized that major donors often view their contributions as social investments rather than impulsive gifts. Key strategies include:

• Identifying potential donors. The organization’s database already includes many major The organization can locate individuals willing to increase their support by analyzing past donation patterns.
• Building trust. Consistent communication, regular updates, and demonstrating tangible impact are essential for fostering strong donor
• Clear project presentations. Major donors need to understand how their contributions will be Providing measurable objectives and detailed reporting strengthens their confidence in the cause.
• Engagement and recognition. Major donors appreciate being involved in the organization’s Exclusive events, personalized updates, and public acknowledgments enhance their commitment.

Romanelli also highlighted the importance of the Pareto Principle (80/20 Rule), in which a small group of major donors contributes the majority of funding. This principle underscores the need for strategic engagement.

2. Recent cultivation step with a top prospect

Romanelli shared a recent example of a cultivation step taken with a top prospect during the COVID- 19 pandemic. Within the “Adopt a Goat” project, a small organization needed €5,000 to purchase an automatic milking machine. Instead of launching a broad appeal, the organization targeted twenty engaged donors with a history of giving and demonstrated financial stability.

The organization crafted a personalized and urgent message, explaining that they would have to cease operations without the necessary funds. This strategic urgency prompted swift action, and the full amount was secured within a month. One donor, who had recently contributed €200 to renew their annual membership, made an additional contribution of €1,000, bringing their total to €1,200. The organization began recognizing this individual as a major donor.

After the donation, the organization consistently engaged the donor through personalized follow-ups, including impact reports and updates on how their contribution was utilized. This transparent communication and ongoing engagement strengthened the donor’s relationship with the organization.

3. Setting goals for major gift fundraising

Romanelli emphasized the importance of establishing clear and realistic fundraising goals. She suggested starting with a thorough database analysis to identify donors with the capacity and interest to contribute more. The 80/20 principle also applies here, as 80% of total funding typically comes from a small group of major donors.

Once prospective donors are identified, financial goals should be divided into achievable targets. For example, if an organization aims to raise €100,000, it can break this goal down into contributions from different tiers, such as one donor giving €20,000, three donors contributing €10,000 each, and ten donors providing €5,000 each. This structured approach makes the goal more attainable and facilitates targeted outreach.

4. Recent successful major gift solicitation

Romanelli shared an inspiring success story about a notable family that made their first €1,000 donation to an organization dedicated to recovering surplus food. The organization contacted the family days before an event, suggesting that a donation during the event would be a meaningful gesture and proposing €1,000 as an appropriate amount for the occasion. The emotional significance of the event, where the family was honored with a plaque dedicated to a late loved one, inspired their generosity.

However, Romanelli noted that while this strategy led to a successful one-time donation, the organization missed the opportunity to cultivate a long-term relationship with the family. The lack of ongoing engagement resulted in no further contributions, underscoring the importance of donor retention strategies.

5. Advice for aspiring major gift fundraisers

Romanelli offered several key pieces of advice for aspiring major gift fundraisers:

• Follow-up and donor retention. One-time donations should lead to ongoing relationships through regular impact reports, personal thank-you, and engagement in future Lack of follow-up can lead to missed opportunities.
• Continuous learning and adaptability. Staying informed about donor psychology, philanthropy trends, and fundraising analytics is essential for refining
• Strategic planning and targeting. A data-driven approach helps identify potential major donors, segment them based on engagement levels, and nurture relationships over

• Personalized donor engagement. Major donors seek exclusive experiences such as private events, tailored updates, and behind-the-scenes Customizing interactions based on donor interests and giving history fosters deeper connections.
• Persuasive communication and storytelling. Craft compelling narratives emphasizing impact rather than need, making donors feel like essential partners in meaningful
• Attention to detail and social awareness. Recognizing nonverbal cues, donor preferences, and strategic event management is crucial for successful

Conclusion

Valeria Romanelli emphasized that major donor fundraising requires a strategic, data-driven approach to identifying high-potential donors, building personalized relationships, and ensuring long-term engagement. Successful fundraisers treat donors as partners, offering exclusive experiences, transparent communication, and meaningful recognition to deepen commitment.

A donation is just the beginning: without consistent follow-ups and impact-driven engagement, organizations risk losing valuable supporters. Planned, intentional fundraising turns occasional donors into long-term benefactors, securing sustained financial growth and lasting impact.