The Mission Centered Giving System: A 4-Step Approach
How Fundraisers Can Build a Sustainable Giving Program That Puts Donors First
MCG provides a structured system that enables fundraisers and CEOs to build a fundraising program focused on the mission, donor engagement, and high donor renewal rates (up to 90%).
Step 1: Build a Strong Foundation for Individual Donor Engagement
Start by clarifying the philosophy and principles of fundraising within the organization:
What do you believe about fundraising?
What is the true purpose of fundraising?
How does fundraising align with the mission, values, and goals of the organization?
Fundraising should be an organized and intentional program that invites donors to support the mission in a meaningful way.
Step 2: Conduct an Assessment of 2024 Donors
Gather insights into current donors to inform the strategy:
Prioritize current donors for continued support.
Identify what inspired each donor to support the mission.
Analyze response rates to different outreach methods (phone, email, in-person, mail).
Estimate realistic donor renewal and potential growth for the upcoming year.
Donors who have already given require less time and effort to renew compared to acquiring new donors. Each year, as donors deepen their understanding of the mission, their commitment grows.
Step 3: Develop a Clear Strategy
With a solid understanding of the mission and an assessment of donor behavior, the next step is to design a strategy that connects donors to the mission. This includes:
Defining how donors will be engaged with the mission and organization.
Providing donors with meaningful information about the value of their continued support.
Setting clear, specific fundraising goals that align donors with the mission.
Step 4: Select the Right Tools for Donor Engagement
Determine how communication and donor outreach will take place:
What platforms and channels will be used?
What type of messaging will resonate with donors?
How will invitations to engage be structured?
Prioritizing renewing current donors from 2024 provides a clear, achievable goal for the upcoming year. Donors who recently gave and experienced connection, meaning, and belonging are the most likely to continue their support.
The next priority is former donors from 2022-2023, followed by potential new donors. The strategy for engaging these groups will depend on fundraising needs.
How Mission Centered Giving Creates Long-Term Sustainability
The MCG system provides a clear structure that allows fundraising programs to be integrated with program and budget planning. This ensures:
Fundraisers work collaboratively with program and financial teams.
Annual giving goals are based on actual donor capacity and revenue projections.
Stronger long-term sustainability for the organization.
A New Approach to Fundraising
MCG changes the experience of fundraising for donors, staff, and fundraisers alike. It fosters generosity, community involvement, and a sense of belonging—making fundraising a positive, mission-driven experience.
Donors will renew at higher rates (up to 90%).
Fundraisers will stay in their roles longer, feeling valued as part of the organization.
The organization will develop a community of long-term supporters and advocates.
Fundraising as a Community Effort
Some may think achieving high donor renewal is impossible. However, when donors feel engaged, informed, and connected, they naturally become long-term advocates for the mission.
The Mission Centered Giving system enables organizations to build a community of support by:
Creating a structured fundraising program that engages donors as partners.
Clearly communicating the mission and inviting donor support in meaningful ways.
Aligning fundraising values and principles with the organization’s mission and ethics.
Taking the time to clarify and define a fundraising strategy lays the foundation for sustainable donor engagement. Confidence in presenting the mission grows, leading to deeper donor relationships and stronger fundraising outcomes.
A Shift in Perspective: Celebrating the Impact, Not Just the Money
Fundraising is not just about meeting financial goals—it’s about creating change and strengthening communities. Mission Centered Giving celebrates generosity, community involvement, and donor engagement.
What are your thoughts? Do you already have an annual giving system in place?
I’d love to hear your ideas and answer any questions—send me a message!