A gift range chart is the campaign's skeleton. It says: to raise this amount, here is the shape of gifts that gets us there, and here is how many serious prospects we need for each level.
Roughly speaking, the top ten to fifteen gifts carry the majority of the money. The lead gift is commonly somewhere between ten and twenty percent of the whole goal on its own.
The top of the table is won in maybe forty conversations across two years, and those conversations are the campaign.
The ratio nobody likes
The convention is that you need somewhere between three and four qualified prospects for every gift you're counting on — because some will say no, some will be in the middle of a divorce or a business sale or a grief you didn't know about.
So the row that says one gift at $1,000,000 doesn't mean you need one person. It means you need three or four people who could genuinely consider a million dollars, who know you, and who care about this.
Run that multiplication down your whole table and write the total at the bottom. For a $5M campaign you're usually looking at a few hundred names.
LAI, in plain words
The old screening framework is Linkage, Ability, Interest.
Linkage — is there a real human connection between this person and someone who can get in a room with them? Someone at your organization, or in your circle who could pick up the phone and say let's have coffee without it being weird. This is the one people fudge.
Ability — could they write this cheque over three to five years without changing their life? A $250,000 gift is $50,000 a year for five years. Plenty of people who would flinch at the first number can do the second one comfortably.
Interest — do they care about this specific thing? A committed donor to your food security work may have exactly zero interest in your capital costs.
A prospect needs all three. Two out of three gets you a warm conversation and no gift. And most tables I've seen are quietly stuffed with two-out-of-three names because the third column had to get filled somehow before the board meeting.
Building it with real names
Print the table. Sit down with your ED and two or three board members who actually know the community. Take the top three rows only, and give yourselves two hours.
For each box, write a name. Then, beside it, write the name of the human being who could make the introduction.
You will not fill the top rows. What you'll get instead is a list of about a dozen names with question marks and one very uncomfortable pattern: most of the introductions run through the same two people, and one of them is your ED.
What an empty name column is telling you
If your top three boxes have no real names, the honest read is that what you're short of is relationships.
Relationships at that level take twelve to eighteen months to build. Cultivation is the cheapest work in a campaign.
The version that hurts is the campaign that launched anyway, with hopeful boxes, and spent its quiet phase discovering the same thing eighteen months later with a construction timeline running and a consultant on retainer. I've written about how that plays out in the quiet phase.
If you want the wider version — the eight places a campaign either holds or doesn't, of which your prospect pool is one — the free Campaign Readiness Assessment takes about fifteen minutes.
Free guide
Hiring campaign counsel? Run the gut check first.
25 interview questions with scoring, the red flags that mean walk away, and a scorecard your whole board can fill in before anyone signs. Free — and it's in your hands the moment you sign up.
