Most of a non-profit’s fundraising comes from a small number of very generous people. These large donations, often called major gifts, are the fuel that allows an organization to dream big. They can help you launch a new building, start a new program, or create an endowment for the future. While strategies like year-end fundraising and recurring giving programs are vital for your annual budget, major gifts are what can truly transform your organization.

Asking for a major gift is different from any other kind of fundraising. It is not about sending a mass email or a letter in the mail. It is about building a deep, personal relationship with someone who has the capacity and the passion to make a huge difference for your cause. It is a slow, patient, and very human process. This guide will take the mystery out of major gift fundraising. We will show you a simple, step-by-step path to find potential major donors, build real relationships with them, and confidently ask for a gift that can change the future of your organization.

What is a Major Gift? (It’s Different for Everyone)

The first thing to know is that a “major gift” does not have a single dollar amount. It is different for every non-profit. For a small community theater, a gift of $1,000 might be a major gift. For a large university, it might be $100,000 or more. A major gift is simply a donation that is much larger than your average gift and makes a significant impact on your organization. You get to decide what that amount is for your non-profit. Setting this level is the first step in building your program.

The Major Gift Mindset: It’s a Conversation, Not a Transaction

The most important shift you need to make for major gift fundraising is in your mindset. You are not just asking for money. You are inviting someone to become a partner in your mission. You are helping them make the change they want to see in the world. This process is not a quick transaction; it is a long-term conversation based on shared values and mutual respect.

This is the ultimate form of donor engagement. It requires listening more than you talk. Your job is to understand a potential donor’s passions, goals, and what inspires them. When you do that, the ask becomes a natural and logical next step in your relationship.

Step 1: Finding Your Potential Major Donors

You probably already know your first potential major donors. They are likely already in your database. The key is knowing how to find them.

Look for Loyalty First

The best sign of a potential major donor is not wealth; it is loyalty. Look for people who have been giving to your organization consistently for many years. Someone who has given you $100 every year for the past ten years is a far better prospect than someone who gave a one-time gift of $500 three years ago. Consistent giving shows a deep belief in your mission. These are the people you should get to know better.

Look for Clues of Capacity

Once you have a list of your most loyal donors, you can start to look for clues that they might be able to give a larger gift. This is not about being nosy; it is about doing respectful research. You can look for things like:

• Where they live: Do they live in an expensive neighborhood?
• What they do for a living: Are they a business owner, a doctor, or a lawyer?
• Other giving: Do they give large gifts to other non-profits? You can often find this in the annual reports of other organizations.

Step 2: Cultivation: Building the Relationship

This is the most important and the longest part of the major gift process. “Cultivation” is just a fancy word for building a friendship. It is the process of getting to know your potential donors and getting them more involved in your work *before* you ask them for a gift. The goal is to make them feel like a true insider.

Simple Ways to Cultivate a Donor

Cultivation does not have to be complicated. It is about making personal, meaningful connections. Here are some simple ideas:

• A Personal Update: Send a short, personal email from your CEO or Executive Director. This should not be an ask for money. It should just be an update on a program you know they care about.
• An Invitation: Invite them for a tour of your facility or to a small, private event. This gives them a behind-the-scenes look at your work.
• Ask for Their Advice: People love to be asked for their opinion. Call them and say, “We are thinking about a new project, and I would love to get your thoughts on it.” This shows that you value their wisdom, not just their wallet.

Step 3: The Art of the Ask

If you have done a good job with cultivation, the ask should feel like a natural next step in your conversation. It should not be a surprise. The best way to ask for a major gift is in a face-to-face meeting.

Who Should Be in the Meeting?

Asking for a major gift is a team effort. The best team for an ask meeting is usually a volunteer and a staff member. A board member who is also a donor can share their personal passion. Your CEO or Executive Director can share the big vision for the organization. This combination is very powerful.

How to Structure the Conversation

A good ask meeting is a conversation, not a presentation. Start by asking them about their connection to your cause. Then, share a powerful story that shows the impact of your work. Finally, make a clear and specific ask.

After You Ask: Be Quiet

This is the hardest part. After you make the ask, stop talking. Give the donor time to think and respond. Do not be afraid of the silence. The next person who speaks will set the direction for the rest of the conversation. Let it be them.

Step 4: Stewardship: The Relationship Continues

Whether the answer is “yes,” “no,” or “maybe,” the relationship is the most important thing. If they say yes, your stewardship work begins. If they say no, your stewardship work continues. Thank them for their time and keep them engaged.

When a donor does make a major gift, the thank you should be extraordinary. A personal phone call from your board chair within 24 hours is a great start. Follow it up with a handwritten note. Then, create a plan to keep them updated on the impact of their specific gift throughout the year. This shows them that their gift is making a real difference and makes them feel great about their decision to invest in your work.

Conclusion: Building Partnerships for Big Dreams

Major gift fundraising is how non-profits make their biggest dreams a reality. It is a slow and patient process that is built on real human connection. By finding your most loyal supporters, getting to know them as people, and inviting them to be partners in your vision, you can secure the transformative gifts that will fuel your mission for years to come. It is not just about fundraising; it is about building a community of people who are deeply committed to the change you are creating in the world.