3 Reasons Why Major Gifts Matter

Americans are renowned for their generosity. According to Giving USA, Americans gave over $373 billion dollars to charity in 2015, the highest total since before the Great Recession.  It has been suggested that American generosity germinated and took root in the explorer and pioneer days of early American history. The dangers and difficulties of surviving in the American wilderness required a “help your neighbor” attitude whether it was fending off a hostile attack, raising a barn, or harvesting a crop. Whatever its genesis, American generosity is recognized around the world.

Jesus provided a unique perspective to large contributions. One day He saw an impoverished widow drop two small copper coins into the treasury of the Jewish Temple in Jerusalem. Jesus had noticed that other worshippers had contributed large sums but He seemed nonplused by their gifts. He said, “they gave out of their abundance;” i.e. they would never miss what they gave. They gave from surplus but the widow’s gift, however, was truly “major” because it given from sacrifice and was the total sum of all that the woman possessed.

A larger gift is not any more valuable spiritually than a smaller gift, but projects in church capital campaigns must have major gifts to move toward success. Major gifts matter. Here are just a few reasons why:

They Generate Momentum

Major Gifts Matter because they generate momentum. “Momentum” has a peculiar power. We often hear the word during a sporting event, “Momentum has changed.” I don’t know what it means, but I’ve learned that I want my team to have it! Same teams, same players, same coaches, same plays, but some mysterious, indefinable force has changed sides and the team that looked like they were out of the game is now on the way to victory. Momentum defeats inertia. Inertia is the physical reality that “a body at rest tends to stay at rest, while a body in motion tends to stay in motion.” Every fundraising effort must overcome inertia. When it comes to significant giving, most people tend to stay at rest. A big push, a big heave is required to generate momentum and overcome inertia.

They Get Attention

Major Gifts Matter because they get attention. If it is true that “money talks”—and it is—it is also true that a major gift shouts! When major gifts flow to a cause, people hear about it. Like the E.F. Hutton commercial of several years ago, “When Major Gifts speak, people listen.”

Recently there has been a debate in the United States regarding the major gifts made to politicians in their electoral races. There is no doubt that there are inequities in the electoral system but the Supreme Court ruled that contributing to a political race is a right of free speech. The Court ruled that, in effect, “money is speech.” Whether we agree with the ruling or not, when we contribute our money to a cause we are speaking aloud in support of that cause.

They Signal Victory

Major Gifts Matter because they draw the support of others. People want to be successful. They want to join successful companies. They want to belong to winning teams. Sociologists tell us that in any group of people, about 10% are movers, shakers, and doers. They are innovative, creative, and self-motivated. They don’t wait for others. They dream it and they do it.

Everyone else, however, waits for certain signals. Most people wait until success is determined, until the battle is decided and then they throw themselves into the fray. They are willing to participate and participate enthusiastically, but they wait until the risks are diminished and the goal is closer and more achievable. Once victory is in sight they plunge in headlong with all the sound and fury possible. But, do not expect to see or hear much from them until the trend has been set and the tide has been turned.

That’s what Major Gifts do. They break through the obstacles of doubt and fear that paralyze action. They generate momentum, get attention and signal victory. They prove it can be done. They lead the way. They overcome inertia and generate a great head of steam that moves a cause to full throttle. They draw the participation of others who waited to see if it would work, but who now want on board. People do not need to be pressured or convinced or cajoled into joining. They want on board before the train passes them by.

The team at Generis works hand and hand with churches daily to help pastors like you identify and cultivate generosity through major gift development. If you or your team would like assistance in this area, please don’t hesitate to schedule a meeting below.