Major gifts are the lifeblood of many nonprofit organizations. While annual giving provides steady support, major gifts—whether from individuals, corporations, or foundations—can fund transformative projects, expand programs, and secure long-term sustainability.

Yet, securing major gifts is not simply about asking for large donations. It requires strategy, relationship-building, and patience. This guide will walk you through the step-by-step process of securing and stewarding major donors.

What Is a Major Gift?

A “major gift” varies by organization. For some, it’s $5,000; for others, it’s $100,000 or more. The key is to define what a major gift means for your nonprofit and to create a dedicated process for securing them.

Most major gifts come from individual donors rather than corporations or foundations, so your strategy should focus heavily on building personal relationships.

Step 1: Identify Your Major Gift Prospects

Not everyone is a major donor prospect. The best candidates are those with:

• Capacity – Do they have the financial ability to give?
• Affinity – Do they have an emotional connection to your cause?
• Engagement – Have they shown interest in your work through past giving, volunteering, or event attendance?

Use wealth screening tools, donor databases, and board referrals to identify high-potential donors.

Key Tip: Start with your existing donors—those already giving at mid-range levels are often the best candidates for major gifts.

Step 2: Research and Qualify Your Prospects

Once you have a list of potential major donors, research their giving history, interests, and philanthropic priorities. Look for:

• Past donations to your organization or similar causes
• Board memberships or affiliations with other nonprofits
• Publicly available financial indicators (real estate, stock holdings, business ownership)

This research will help you personalize your approach and understand what motivates each donor.

Step 3: Build Relationships Before Asking

Major donors don’t give because of a single email or event. They give because they feel personally invested in your cause.

Ways to cultivate relationships:

• Invite them to special events or small group meetings.
• Share personalized impact updates (e.g., a story about someone helped by their past gifts).
• Arrange for a one-on-one meeting (ideally in person or via video call).

Your goal is to listen more than you talk. Understand their philanthropic goals and show them how your mission aligns with their values.

Key Tip: A well-cultivated donor should never be surprised when you ask for a gift. They should already feel connected and ready to say yes.

Step 4: Make the Ask (The Right Way)

When the time is right, it’s time to ask for the gift. Follow these best practices:

1. Schedule a personal meeting. Avoid asking for major gifts via email. In-person or video calls are best.
2. Be clear and direct. Say exactly how much you’re asking for and why:
   “We’d love for you to consider a leadership gift of $50,000 to fund our new community outreach program. Your support will help 500 families receive food and emergency assistance this year.”
3. Show impact. Explain how their gift will make a difference. Share specific outcomes, stories, and testimonials.
4. Pause and listen. After making the ask, let the donor respond. Resist the urge to fill the silence.
5. Be ready for objections. If they say no or hesitate, ask thoughtful follow-up questions:
   • “Is there a different way you’d like to structure your gift?”
   • “Would a multi-year pledge be more feasible?”
   • “What concerns do you have that I can help address?”

A “no” is rarely final—it’s often an opportunity for further discussion.

Step 5: Stewardship and Retention

A major gift isn’t the end of the relationship—it’s the beginning of an ongoing partnership. Donors who feel appreciated and see their impact will give again and increase their support over time.

Ways to Steward Major Donors:

• Personal thank-you calls or handwritten notes (within 48 hours of the gift).
• Exclusive updates on how their gift is being used.
• Special recognition (if desired) on your website, reports, or events.
• Invitations to behind-the-scenes experiences, such as site visits or leadership meetings.

Common Mistakes to Avoid

• Rushing the ask – Don’t ask before the relationship is strong enough.
• Talking too much – Let the donor share their interests.
• Being vague – A clear, specific ask is more effective than a general request for support.
• Ignoring follow-up – Failing to properly steward donors can mean losing future gifts.

Final Thoughts

Major gift fundraising isn’t just about securing one-time large donations—it’s about building lasting relationships with donors who believe deeply in your cause. By identifying the right prospects, cultivating relationships, making a strategic ask, and stewarding donors well, you can transform your nonprofit’s financial future.

Start small: Choose five potential major gift donors and begin the relationship-building process today. Small steps lead to big impact!