The Secret to Closing Major Gifts
Building Relationships That Last
Major gifts are the lifeblood of nonprofit fundraising. While annual campaigns and small donations add up, securing major gifts can transform your organization’s capacity to achieve its mission. But major gifts don’t just happen—they are built on strong relationships, strategic engagement, and thoughtful stewardship.
1. Identifying Major Gift Prospects
Not all donors are major gift prospects, and not all wealthy individuals are inclined to give. The best prospects typically share three key characteristics:
Affinity – They have a strong connection to your mission.
Capacity – They have the financial ability to make a significant gift.
History – They have demonstrated a pattern of giving or engagement with your organization.
Use donor data, wealth screening tools, and prospect research to identify potential major donors.
2. Cultivation: Building Trust Before the Ask
Major gifts aren’t transactional; they’re relational. Before you ever make a formal ask, you need to cultivate a meaningful connection with your donor.
Personalized Communication – Engage them with tailored updates about your organization’s work.
Exclusive Experiences – Invite them to behind-the-scenes tours, VIP events, or one-on-one meetings with leadership.
Active Listening – Understand what motivates them to give and align your funding needs with their philanthropic passions.
The goal is to turn donors into partners who feel personally invested in your success.
3. The Art of the Ask
When it’s time to make the ask, preparation is key.
Be Specific – Know the exact amount you’re asking for and how the funds will be used.
Align with Their Interests – Connect the ask to what matters most to them.
Make it Personal – Whenever possible, ask in person or over a meaningful conversation, not through an impersonal letter or email.
Frame your ask in terms of impact rather than just numbers—show them how their generosity will create lasting change.
4. Stewardship: The Key to Long-Term Giving
Securing a major gift is just the beginning. To ensure future giving, you must continue to nurture the relationship.
Express Gratitude – Send personal thank-you notes, make phone calls, and acknowledge them in meaningful ways.
Show Impact – Provide updates on how their gift has made a difference.
Engage Beyond Giving – Involve them in advisory boards, committees, or special projects to keep them connected to your mission.
Let’s Build Your Major Gift Strategy
Major gifts are about relationships, and strong relationships don’t happen overnight. TRANSCEND Advancement can help you identify prospects, develop personalized cultivation plans, and train your team to make confident, strategic asks. Ready to elevate your major gifts program? Let’s talk.
