The Nonprofit Guide to Major Gifts Fundraising Success
Overview
Did you know that major donors may only comprise 20% of all the donors at a nonprofit but contribute 80% of all fundraising revenue? That’s right—while email appeals and online campaigns are essential tools (and often bring in the bulk of your donor base), major gifts take things to the next level by unlocking transformational support.
Because major gifts are not just a fundraising tactic—they’re a transformational strategy.
Let’s break it all down.
What is Major Gifts Fundraising?
A major gifts strategy is an intentional plan focused on identifying, cultivating, soliciting, and stewarding individuals who have the ability and willingness to make significant financial contributions to your nonprofit. Think of it as a long-term relationship plan—less speed dating, more slow dance.
Unlike mass-market fundraising (sometimes referred to as annual fund donors), which often casts a wide net to many individual donors who give less than $1,000 per year, a major gifts strategy is about depth over breadth. It’s highly personalized and relationship-focused. A successful program involves:
Identifying donors with high giving capacity
Building meaningful relationships over time
Making thoughtful, tailored asks
Stewarding those relationships with intention
And no, it’s not only for large national nonprofits with big budgets. Even smaller organizations can (and should) have a major gifts strategy in place—it just starts at a different dollar amount.
Why You Should Care: The Benefits of a Major Gifts Strategy
Still not convinced? Here's why this strategy deserves your attention:
Greater Impact with Less Hustle
Let’s do the math: Would you rather chase 500 donors for $20 each, or build relationships with 10 donors who could each give $10,000? Major gifts enable you to fund your programs without overburdening your development team.Stronger Donor Relationships
Major donors aren’t looking to give and forget. They often want to be part of your mission. These relationships can lead to more consistent giving, increased involvement, and advocacy that extends far beyond the checkbook.Increased Revenue Predictability
When cultivated well, major donors give year after year. Some even leave planned gifts, which can help build your endowment or fund major initiatives in the future.So, yes—major gifts matter. And building a solid strategy to attract and retain these donors is absolutely worth the effort.
Seven Tips to Build and Grow Your Major Gifts Strategy
1. Define What a “Major Gift” Means for You
Spoiler alert: There’s no universal threshold. For some nonprofits, $1,000 is a major gift. For others, it’s $25,000. Your number should reflect your average donation size, annual revenue goals, and donor base.
Pro tip: Set a baseline that makes sense for your org and use it to prioritize outreach and cultivation strategies accordingly.
2. Do Your Research
Before you make the ask, you need to know who you’re talking to. That means more than just knowing their name and email address.
Leverage tools like DonorSearch to assess capacity and giving history. And never underestimate the power of Google or LinkedIn for finding useful insights. Do they care about youth education? Animal welfare? Climate resilience?
Don’t get creepy—just get informed.
3. Prioritize Connection Over Ask
This is where many nonprofits often fall short. Major giving isn’t a transactional exchange—it’s built on trust and shared values.
Cultivate your donor through regular communication. Invite them to a program tour. Send handwritten thank-yous. Ask for their opinions. The goal is to move from “organization they support” to “cause they’re deeply invested in.”
Think of this like a relationship: You don’t propose on the first date. You get to know each other first.
4. Craft a Personalized Ask
When the time is right, be bold—but be thoughtful. Your ask should reflect the donor’s values, previous giving history, and interests.
Avoid vague appeals like, “Anything you can give helps.” Instead, say, “Would you consider a $10,000 gift to support our after-school programs this year? It would fund 40 students for an entire semester.”
Specificity shows intention. Donors respond to clear needs with measurable outcomes.
5. Have a Plan—and Use It
Develop a system to manage each prospect’s journey. This is often referred to as “moves management.” Whether you use a CRM or a trusty spreadsheet, track where each donor is in the pipeline.
Is this their first meeting? Have they attended an event? Are they due for a follow-up? Assign team members and schedule touchpoints. And most importantly, follow through.
A donor doesn’t fall through the cracks because they said no once. Keep them warm. Keep the conversation going.
6. Steward Like You Mean It
You made the ask. They said yes. You celebrate for five minutes—and then immediately switch into stewardship mode.
Send a personalized thank-you note within 48 hours. Share impact stories throughout the year. Call just to say thanks. Invite them to donor-exclusive briefings or behind-the-scenes tours.
Good stewardship turns a one-time donor into a lifetime champion.
Remember: people give to people, not just causes. Show them that their gift wasn’t just received—it mattered.
7. Activate Your Board
Your board can—and should—be part of your major gifts strategy. They may not all be major donors, but they often know people who are.
Provide training and talking points. Ask them to host small cultivation events or make introductions. Even better, get them involved in stewardship—such as thank-you calls, donor meetings, or personal notes.
When your board leads by example, it strengthens your case for support.
Conclusion
A successful major gifts strategy isn’t built overnight. It takes time, patience, persistence—and a sincere desire to build meaningful relationships.
But here’s the truth: you don’t need 1,000 donors. You need the right donors—the ones who are moved by your mission, energized by your vision, and ready to invest in your impact.
So, stop playing small. Start building big, bold relationships rooted in purpose and trust. Because your mission is too important to be funded on fumes.
At Market Me Consulting, we leverage our real-life experience working with both large and small nonprofits to help them achieve their marketing objectives. If you’re seeking expert guidance on developing a nonprofit marketing strategy, please don't hesitate to contact us.
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