By Maurizio Mantovani, endowment/major gift advisor
It was a special day for The Rotary Foundation in Italy on 1 July 2024. At the launch, all incoming governors were recognized as Major Donors. This remarkable achievement was the culmination of an extraordinary two-year period, during which there was a 53% increase in the number of Major Donors in Italy and an impressive 87% growth in Legacy Gifts.
But this was not a random result. It was the outcome of relentless effort, a well-defined strategy, and a collective commitment involving numerous Rotarians, teams, and professional fundraising staff from Zurich. Step by step, we built a path that led to a shift in the culture of giving and strong mobilization around the Foundation’s cause. Along this journey, there were challenges and difficulties, but also many satisfactions and valuable lessons learned.
1. The strength of the team
A key contributor to success was the team we built. At the start of my tenure, I quickly realized that fundraising in Italy could not rest solely on the shoulders of the endowment/major gift adviser or the regional Rotary Foundation coordinators. Instead, it had to become a shared commitment embraced by a broader network of individuals actively present in the field to represent the Foundation’s voice in clubs and among members who never attend international, national, or other meetings.
Building on what had already proven to be a winning idea from my predecessor, I created a large, well-structured team that could ensure continuity. Each district has its own representative dedicated to Major Gifts and the Endowment Fund, and these representatives began working with me as a team. With regular training sessions, clear and measurable objectives, and consistent monthly monitoring, this team became an integral part of our strategy and success.
2. The key role of district governor
District governors in Rotary are figures of great authority. Their influence and direct support are essential to motivating clubs and, above all, encouraging members to actively engage with the Foundation. The governor’s example is a powerful source of inspiration: through their actions and decisions about the team supporting them in the district, they can significantly impact the growth of fundraising efforts.
Meeting governors during their governor-nominee and governor-elect years, attending seminars at Rotary Institutes, and having the opportunity to discuss with them as an E/MGA the necessity of appointing specific district representatives for Major Gifts were crucial steps.
Governor involvement increased significantly during this period. So much so that the newly started Rotary year began with the participation of all Italian governors, who have now all become Major Donors.
3. Cultivating relationships: targeted events and concrete actions
Major Donors, even those who contribute significantly, often lack sufficient opportunities to connect with the Foundation, learn more about its work, and reinforce their commitment and the reasons that initially drove them to give.
We decided to organize an annual National Summit for Major Donors and Bequest Society members in Italy. This regular event provides donors with the opportunity to meet, engage with peers, hear the stories of other supporters, receive direct updates from the Foundation, and listen to contributions from the organization’s senior leaders. It has now become a cornerstone event, a must-attend for Italian Major Donors. Many attendees often bring along friends and loyal supporters of the Foundation, who, in turn, are inspired to give themselves, creating a virtuous and fruitful cycle of generosity.
4. The importance of Rotary staff
Fundraising is a complex activity that requires specific and cross-functional skills. I am very grateful for the qualified and professional support I received from the staff in Zurich, the Italian Major Gifts Officer, as well as the staff in Evanston. My personal advice to the E/MGAs who will undertake this extraordinary role is to make the most of the opportunity and build a strong, structured partnership with the staff, so that the plans and efforts in the field are translated into concrete results.
5. Maintaining focus on goals and celebrating achievements
Setting clear and measurable goals for each year, as well as for the entire three-year period, is essential to keep the team focused, monitor progress, and adjust the course when necessary. When I started my assignment, I set myself the goal of recruiting 50 new Major Donors each year. I succeeded and even surpassed this target.
For the third year, we decided to raise the bar. Our goal is to organize a “One Million Dollar Lunch,” scheduled for May 2025. The team is motivated and ready to achieve this goal, and I am excited to celebrate our success soon!
Read this post in Italian on Voci del Rotary
https://blog.rotary.org/2025/01/27/how-we-increased-major-donors-by-50-percent/