Sleeper Gifts and Bon Jovi: Why Campaigns Can’t Be Built on a Prayer

When we were reviewing a draft gift chart for an upcoming campaign, one committee member raised a great question: “What about sleeper gifts? You know, gifts we aren’t expecting? How do we factor those into our plan and goal?”

It's a fair question—and one I hear often.

Growing up in the South, I heard a lot of “thoughts and prayers.” And I do believe in prayer—deeply. But I also saw how sometimes that phrase was used as a substitute for action, or for making a plan, or for stepping up and doing the work to make change actually happen.

Campaigns, like real-world change, require more than “thoughts and prayers.” As much as I love Bon Jovi (and I do), we can't build a fundraising campaign on the expectation of a miracle gift.

Yes, miraculous “sleeper gifts” do happen. I’ve seen them. That surprise bequest that no one saw coming. The unexpected foundation check. The donor who quietly steps forward with a game-changing gift.

But let’s be honest: those gifts should help you exceed your goal—not meet it.

A strong campaign plan is built on clarity and confidence. You need to know—with some degree of certainty—that you can reach your goal based on the donors you already have relationships with or meaningful connections to. Because that’s where the vast majority of campaign gifts come from.

MacKenzie Scott might have made headlines with her unexpected, transformational gifts. But for most of us, that’s not the norm. It’s not a strategy. It’s a blessing if it comes—but it shouldn’t be the plan.

So yes, stay open to the unexpected. Be grateful for the generous surprises. But don’t bet the success of your campaign on a gift that may or may not materialize. Build a plan rooted in what you know, who you know, and a clear path to reaching your goal.

And if a sleeper gift shows up?Even better—you’ll have a reason to celebrate beyond the finish line.

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Frances Roen is a Georgia girl at heart, and has been graciously adopted by beautiful, snowy Minnesota. She is a forty-something daughter, friend, mom, wife, and entrepreneur, and is always on the look-out for a perfectly

fried piece of chicken.

Frances is a Certified Fundraising Executive (CFRE) with nearly 20 years of experience fundraising and has raised over $200M for nonprofits. She has held fundraising positions at The Bakken Museum, Augustana Care Corporation, and YouthLink and consulted with dozens of nonprofit clients across the globe. In these roles, she has been responsible for all aspects of fundraising including comprehensive campaigns, major and planned gifts, annual funds, events, communications, corporate partnerships, and volunteers.