Engaging Major Donors

Major donors are often the catalysts for transformational growth within nonprofit organisations. Unlike broader donor bases, these individuals typically contribute larger gifts with the expectation of meaningful involvement and a strong sense of impact. Cultivating and stewarding these relationships takes time, strategy, and a deep understanding of what drives their giving.

Below is a comprehensive and practical guide to help you build a sustainable and effective major donor engagement program:

1. Identify Your Major Donor Prospects

Start by determining what qualifies as a major gift for your organisation—it could be $1,000 or $100,000 depending on your size and goals. Then, mine your current database:

• Look for consistent donors who give annually or have increased their gifts over time.

• Assess capacity and affinity: use research tools like iWave, DonorSearch, or Gravyty.

• Don’t overlook existing connections—your board members or ambassadors might already have relationships with major donor prospects.

2. Build a Personalised Engagement Strategy

Major donors want more than a thank-you email. They want purpose, connection, and trust.

• Assign a dedicated relationship manager for each donor.

• Map out a 12-month stewardship plan, including touchpoints like personal calls, impact updates, and exclusive invitations.

• Learn their preferred communication style—some prefer handwritten notes, others a quarterly coffee catch-up.

3. Host Exclusive Experiences

Private gatherings, field visits, and behind-the-scenes access are powerful tools to deepen trust.

• Organise donor-only briefings, Q&A sessions with your leadership, or guided impact tours of your programs.

• Create memorable moments that allow them to see the impact firsthand.

These experiences not only provide transparency—they also help donors feel like valued insiders.

4. Make the Ask with Intention

Timing matters. Once a relationship has matured, make a clear, thoughtful ask.

• Frame the ask around shared values and vision, not urgency or desperation.

• Present a tailored proposal with specific outcomes and a defined need (e.g., "With $25,000, we can launch X pilot that supports Y community.").

• Highlight the donor’s potential legacy and long-term impact.

5. Provide Meaningful Recognition and Impact Reporting

Recognition doesn’t have to mean plaques or press releases—often, a genuine, well-crafted thank-you goes further.

• Share regular progress updates linked directly to their contribution.

• Send an annual impact report personalised to their gift.

• Offer optional public recognition opportunities if aligned with the donor’s preferences.

6. Keep the Relationship Going

True stewardship happens between fundraising campaigns. Maintain momentum through:

• Birthday cards, anniversary messages, or personal check-ins.

• Invitations to help shape future initiatives or strategy (e.g., advisory roles).

• Opportunities to mentor younger supporters or fundraisers.

7. Institutionalise Major Donor Engagement

Don’t leave these relationships to chance.

• Create a major donor engagement policy with clear roles and tracking systems.

• Use your CRM to log all interactions and touchpoints.

• Train your team (and board) in relationship-building best practices.

Key Takeaway:
Major donor relationships are built on trust, purpose, and shared impact. By nurturing those relationships with personalised care, strategic storytelling, and ongoing involvement, you’ll not only secure significant financial support—you’ll gain long-term champions of your mission.