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Even if you're quite certain your donors enjoy giving to your organization, you'll still likely be hit with waves of uncertainty from time to time. For instance, a capital campaign, milestone anniversary, major facility project, or other special initiative can create an exciting opportunity to invite your most committed donors to make unusually significant gifts. But it can also create an uncomfortable question for fundraising teams: If we ask a donor to give big now, are we jeopardizing the annual—and perhaps even planned—gifts we hope they'll make later?
The answer isn't to shy away from transformational asks. Instead, think of a major gift as one part of a donor's long-term relationship with your organization—not the finish line.
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