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Launch Your Program - Overview

You have done the necessary planning. You have a structure and strategy for your program, an approved budget and a compelling case for support, and staff and volunteers ready to go. It's time to launch your program.

The following steps will take you through engaging your volunteers in identifying prospects with whom you do not currently have a relationship, making others aware of your program, preparing support materials, and training volunteers on how to cultivate and ask. It shows you what cultivation is and how to identify unique opportunities at your station and, after prospects have become friends, it shows you how to ask them to support what is now a shared vision.

An additional source of information can be found in the Major Giving Tutorials. These eleven tutorials will guide you through the process of designing, launching and expanding your major giving program. Start with the tutorials.

As you work on launching your program, let us know if you have ideas or recommendations that might help other stations. and we'll share your information on this site.

In This Section


Prospects for your major giving program may be closer than they seem. How can you identify them? Read up on proven prospecting techniques.


Good marketing not only builds internal buzz, but also generates excitement in the prospect community. Learn more about using marketing to build awareness for your program.

Cultivation Strategies

Cultivating a major giving prospect is a process that involves acquaintance with the organization and its values. Find out more about cultivation strategies — and the activities that have been successful for other major giving programs.

Solicitation Techniques

You've heard the old adage, "You don't know unless you ask." It's the same in major giving, only more so. Learn all about solicitation techniques — personal or impersonal — here.

Solicitation Training

Few of us fall off the truck primed and ready to ask a prospect for $50,000. With some training, though, many of us can learn the necessary skills. Read all about solicitation training — then download the role playing and training presentation tools.