6 things to do after you land a major gift

After much strategic planning, persistence, and maybe even a few sleepless nights, you’ve finally secured that major gift—a transformative commitment to your organization’s mission. It’s tempting to breathe a sigh of relief, celebrate this hard-won victory, and feel that the journey is complete. But, as any seasoned major gifts officer will tell you, the real work has just begun.

Managing a major gift—no matter how your organization defines it—goes far beyond receiving funds. It involves meaningful, personal actions to honor the donor’s investment, showcase the gift’s impact, and build a foundation for a lasting partnership. Major gifts work is an ongoing cycle of gratitude, communication, and stewardship. As a colleague at a large community hospital foundation recently shared with me: “It’s not ‘thank you, and goodbye’; it’s about keeping people close and creating a continuous story together.” 

With the right approach, this cycle can foster relationships that deepen over time, laying the groundwork for future support that sustains your mission. In fact, I recall a donor at a top research university essentially doubling down on his first major gift just a few years after making it. When asked for an article in the university’s alumni magazine why he did this, he said, “They did right by me the first time and earned my trust.”

With this in mind, after following your organization’s protocol for recording and processing the gift and informing key stakeholders, here are some essential steps to make the most of a major gift while nurturing a lasting relationship.

For a more in-depth guide on major gifts, take a look at our recent blog, Major Gifts – How to secure large donations.

1. Make your “thank yous” genuine and memorable

The first, most critical step is to thank your donor in an authentic, personal, and meaningful way – ideally several ways. Major gift donors, in particular, want and deserve to feel like valued partners in your mission’s story. Instead of a standard letter or email, consider how you can make gratitude an experience, not a transaction.

• Personalize your approach: Include details that matter to the donor. Perhaps they have a family legacy with your organization or a specific connection to a program. Mentioning these connections can make the interaction feel more thoughtful.
• Multiple touchpoints: Mix up your thank-yous—a call, a video message from beneficiaries, or a personal note from the board chair can all convey genuine appreciation.
• Timeliness matters: Aim to reach out within 24–48 hours. This immediacy signals that they’re a priority and that their generosity is seen and valued.

Timely and sincere acknowledgment lays the foundation for trust and sets the tone for an ongoing relationship.

2. Publicize (when appropriate) with the donor’s blessing

A public acknowledgment can inspire future giving and foster a sense of shared purpose, but always check the donor’s preferences first.

• Follow their lead: While some donors prefer privacy, others are happy to inspire others by going public. Respect their wishes.
• Public recognition: For those who appreciate it, consider a feature on your website, a press release, or social media shout-outs that celebrate their gift’s impact on the community.
• Engage with a matching opportunity: If the donor is open, suggest using their gift as a matching challenge to encourage others to support your organization. It’s a powerful way to amplify their impact.

Being in sync with the donor regarding public acknowledgment reinforces mutual respect and trust.

3. Share real impact, not just numbers

Donors want to see their support in action. The best way to cultivate an ongoing relationship is by offering regular updates that make the gift’s impact feel tangible.

• Bring the story to life: Go beyond numbers to illustrate how the gift is shaping your mission. Perhaps it’s funding scholarships, advancing critical research, or expanding community services. Specific stories can give donors a sense of connection and purpose.
• Regular updates: Establish a schedule, such as quarterly, to keep them in the loop. Use each milestone to celebrate progress and maintain the momentum of their initial excitement.
• Show the bigger picture: Remind them how their gift fits into your broader goals. A major gift should feel like a piece of a larger, meaningful story.

The key is understanding your donor’s preferences and delivering updates that align with their motivations.

4. Meaningful stewardship, not just standard follow-up

Stewardship isn’t a one-time task; it’s an ongoing commitment to making donors feel like valued insiders. It’s about engaging donors in a way that’s authentic, not transactional.

• Offer unique experiences: Exclusive events, personal visits, or behind-the-scenes looks into projects show donors the impact firsthand and keep them invested. 
• Make it personal: Learn about their interests, find out what inspires them, and tailor your interactions to reflect those motivations. These small gestures can make a lasting impression.
• Highlight success stories: Regularly share stories, milestones, and updates on new initiatives. Reinforcing the impact builds an emotional connection to your cause.

Stewardship that is personal and engaging will deepen the donor’s connection to your organization and mission.

5. Thoughtful documentation and precision matter

Managing major gifts isn’t only about personal connection; it’s about honoring trust by handling the gift with careful attention to detail.

• Document everything: Record any designations, expectations, or special agreements to avoid misunderstandings down the road.
• Allocate properly: Follow up internally to ensure the funds are being used as promised. Even minor missteps can strain a relationship, so regular checks are essential.
• Capture details in your CRM: Beyond the gift amount, record motivations, preferences, and key insights from interactions to strengthen rapport for future engagements.

Consistent, accurate documentation reinforces the donor’s trust in your organization.

6. Reflect, learn and improve

Every major gift is a learning opportunity. Take time with your team to reflect on the process and refine your approach for future gifts.

• Celebrate successes: Discuss what worked well and consider how these strategies can be incorporated into your overall approach.
• Identify gaps: Where did things get tricky, and what could be improved? For example, a misunderstanding about program designations can provide valuable insights for future interactions.

While each major gift follows its own path, preparing for these steps before securing a gift can streamline your processes. Details related to public acknowledgment, naming opportunities, or signage are often best included in the initial agreement.

From major gifts to a community of champions

Securing a major gift is a major achievement, but it’s only the beginning of a meaningful journey. By expressing gratitude, sharing impact, maintaining clear records, and prioritizing thoughtful stewardship, you can turn a one-time donation into a lasting partnership that expands and grows over time.

In the end, when you manage major gifts thoughtfully, you’re not just nurturing a relationship—you’re building a community of champions who believe in your mission’s future and are excited to see it succeed. 

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Scott Nelson

Scott Nelson is an Aliso Viejo, California based strategic communications and philanthropy consultant with extensive experience in health care, higher education, nonprofits, and a range of other industries.