For over fifteen years at Veritus, helping non-profits boost their major gift revenue, we’ve pinpointed a crucial element for success: the program manager. It’s clear as day – without a stellar manager, major gift programs struggle. Yet, it’s baffling how often non-profit leaders overlook this fundamental truth.
Consider any successful endeavor, be it in business, sports, or the arts, whether it’s a solo act or a team effort. Success is almost always underpinned by a capable manager or coach. Think about it – even in individual sports like tennis and golf, athletes rely on coaches to elevate their performance.
And yet, in the non-profit world, the value of managers seems consistently underestimated.
What does a great manager, or coach, actually bring to the table? They provide structure, instill discipline, craft strategy, build trust, offer constructive criticism, and, importantly, they are your biggest advocate.
This point bears repeating: an inspiring manager thrives on achieving results through their team. They are passionate about nurturing talent and derive immense satisfaction from seeing their team members excel.
It might seem paradoxical, but some of the most effective major gift managers we’ve encountered weren’t necessarily exceptional major gift officers themselves. They were competent in the MGO role, but not extraordinary. Why? Because top-tier MGOs are driven by their personal achievements. Their motivation comes from forging connections and facilitating transformative gifts directly.
If you lack that inherent self-drive, the MGO role might not be your calling. However, you might just be a phenomenal manager. You possess the technical knowledge of an MGO, but your core drive is to empower others to reach their full potential.
Look at the coaches and managers behind elite athletes and performers. Many were not stars in their own right. They were good, perhaps, but their greatness lies in their ability to motivate, train, and inspire others to achieve remarkable success. They are students of motivation, experts in training, and masters of inspiring others to reach for the stars.
Unfortunately, the management role is often undervalued within non-profit organizations. Manager positions are frequently filled by individuals who are primarily motivated by their individual contributions, and then they are expected to lead and inspire a team.
This is a recipe for disaster and a significant contributor to high staff turnover. Employees often leave due to poor management, but the system often sets these managers up to fail from the outset.
If you are a non-profit leader, we urge you to invest the necessary time and resources to identify and cultivate strong managers, or consider outsourcing this critical function. These managers will, in turn, be instrumental in finding, training, and effectively managing talented individuals.
For current non-profit managers, it’s crucial to reflect on your role. Do you genuinely enjoy driving results through the accomplishments of others? Do you find fulfillment in developing talent and helping your team members shine?
If you’re an MGO, MLO, or PGO, understand what truly motivates you. You might enjoy your current role, but not truly love it. Why? Perhaps your passion lies in developing others, rather than pursuing individual achievements. Thinking about team gifts, consider the gift of a strong leader to your team.
At Veritus, we’ve consistently observed that even the most outstanding MGOs, those who consistently exceed expectations year after year, thrive under the guidance of a great manager. These managers possess the knack for extracting peak performance from each team member. If you aspire to build a high-performing major gift team, prioritize hiring and investing in exceptional people managers. It will be a transformative gift to your entire organization.
Jeff
