How to secure major gifts in nonprofit fundraising

Major gift fundraising is critical for nonprofit organizations. A single major gift often funds an entire program, pays staff salaries, builds a new facility, or simply provides some breathing room. All of these outcomes help you serve your organization’s mission even more effectively. 

Your major donors typically contribute the majority of your funds. These supporters stay dedicated to your cause and maintain a connection for many years. Focus your time, energy, and resources on cultivating and maintaining these relationships.

Many nonprofits rely on major gifts but fail to invest in cultivating or soliciting them. This is a big mistake. While it is tempting to rely on the same major donors year after year, you will eventually need new support to continue expanding your nonprofit.

Successful major gift fundraising requires clear goals and a major gift officer (MGO) to oversee all major donations. Implementing a structured major gift program propels your giving strategy and your nonprofit organization forward.

What is a major gift?

Major gifts are some of the largest donations a nonprofit organization receives. What is considered a major gift varies depending on an organization’s scope of work, operating budget, community size, and fundraising base (local, regional, or international).

A well-established hospital would consider $100,000 to be a major gift, whereas a $2,000 donation really propels a small grassroots organization forward. The median major gift threshold across the U.S. and Canada in 2017 was between $5,000 and $9,999, according to the first-ever Major Gifts Fundraising Benchmark Study. 

By way of comparison: Gifts of $1 million or more are referred to as principal gifts and gifts of $10 million or more are classed as mega gifts. Learn more about the differences between major, principal, and mega gifts here.

Defining your nonprofit’s “major gift” amount

Patterns in your fundraising data indicate your nonprofit’s threshold for major gifts. Determine this figure based on a percentage of your donors or a percentage of your budget.

Percentage of donors 

The Pareto principle (or “80/20 rule”) suggests that your top 20 percent of donors typically provide around 80 percent of your funds. Using your internal data, rank your current donors from largest to smallest based on Recency, Frequency, and Monetary (RFM) scores:

• Recency: When did the donor give their last gift?
• Frequency: How often did the donor give over the past year?
• Monetary: How much did the donor give? Does it align with your goal?

Draw a line under the top 20 percent of names. The annual amount given by the smallest donor in that group is your threshold for a major gift.

Percentage of budget

Fundraising Report Card reveals that major donors (classified in this source as $5,000+) make up 0.77 percent of total donors, but they contribute 68.43 percent of total donor revenue. Work down the same ranked list and draw a line under the donation that brings you to 75–80 percent of your total annual budget. That dollar amount, which may be below or above Fundraising Report Card’s $5,000 threshold, sets your organization’s major gift baseline. 

Revisit your major gift threshold regularly. Over time, this amount will rise as your nonprofit grows. Completing this process also identifies your top donors. This allows you to focus your outreach on cultivating and stewarding the people who care the most about your mission and have the capacity to give.

Types of major gifts

There are several different types of major gifts. Recognizing and preparing for this is critical as it opens up your major gift fundraising program to a much wider pool of donors.

Gift vehicle	Source asset	Primary tax benefit	Complexity level
Cash	Liquid funds, bank accounts	Standard charitable deduction	Low
Appreciated stock	Public/private equities, mutual funds	Full market value deduction and avoids capital gains tax	Medium
Cryptocurrency	Digital assets	Full fair market value deduction	Medium
Real estate	Property, residential/commercial real estate	Eliminates capital gains tax and provides a tax deduction	High
IRA QCDs	Retirement account distributions	Bypasses taxable income and satisfies RMDs	Low to medium
Donor-advised funds (DAFs)	Cash, stocks, complex non-cash assets	Immediate tax deduction with delayed distribution	Low to medium

• Cash donations: Cash donations are made via physical cash, check, or digital payment methods like credit or debit cards, bank transfers, pay-by-text, QR codes, and so on. Only donors with a large disposable income will be able to make a major gift in cash.
• Stock: Stock donations include publicly traded stock, private stock, restricted stock, and mutual funds, among others. These gifts appeal to mature donors who hold large investment portfolios but have lower liquid cash. They also provide valuable tax benefits for donors in the form of tax deductions and avoiding capital gains taxes on the sale of the stock.
• Cryptocurrency: Cryptocurrency donations likewise provide tax deductions for the donor. The nonprofit can sell the cryptocurrency for its fair market value or hold it as an investment.
• Real estate: Donors can give real estate to a nonprofit to either be used by the organization or sold. Donors claim the fair market value of the property as a tax deduction, even if it would have sold for less. They also avoid having to pay capital gains tax.
• IRA qualified charitable distributions (QCDs): Donors aged 70 1/2 years and older can transfer up to $111,000 per year (for 2026) in qualified charitable distributions to nonprofit organizations. These distributions bypass taxation if made by the trustee and count toward the required minimum distribution (RMD) for IRA owners over age 73.
• Donor-advised funds (DAFs):Donor-advised funds allow individuals to realize the tax benefits of donating various kinds of assets now and decide which charities they want the funds to go to later. Check out our donor-advised funds cheat sheet for key details.
• Other types of gifts: Other types of major gifts include benefit packages, conditional gifts, and revocable trusts. It’s usually best to start with a few gift types and expand your program gradually once your team masters the basics.

The 4 steps of the major gift fundraising cycle 

There are four steps in the major gift fundraising cycle: identification, cultivation, solicitation, and stewardship. Understanding how pre-gift donor cultivation vs. stewardship work together ensures your team builds trust before making an ask, while maintaining long-term loyalty after receiving a gift. Repeat this four-step cycle on an ongoing basis to retain current major donors and acquire new ones.

Step 1: Identification

Identify your current major gift donors and new people who can support your cause. Also look for current donors who have the potential to become major donors if you approach them correctly. Finding the right donors ensures you spend energy on people who are likely to give, instead of those who lack a passion for your cause.

There are four common methods of identifying major gift prospects:

• Prospect research: Use prospect research software that provides wealth screening data, RFM scores, and donor profiles.
• Referrals: Ask current donors, volunteers, and advocates for introductions.
• Database analysis: Review your donor database or CRM for growing gifts.
• Digital tracking: Monitor which donors engage online or interact with your organization’s digital content.

Your organization’s budget determines whether you use all these strategies or just one or two. Prospect research helps by analyzing key factors to show who has the ability and desire to make a major gift.

Look for these core traits when identifying major donors:

• Propensity: How likely is this person to make a major gift? Consider the following philanthropic indicators:
  • Charitable giving history (especially major gifts)
  • Nonprofit involvement (such as being a board member or volunteer)
  • How often they support nonprofits (or their RFM score)
• Capacity: How much wealth can this person afford to donate? Look at wealth markers including:
  • Real estate ownership
  • Stock ownership
  • Political giving
• Affinity: Is this person passionate about your cause and organization?

Picture a Venn diagram with propensity, capacity, and affinity in separate, intersecting circles. Your ideal major donors sit in that sweet spot in the middle of the diagram where all three intersect. 

These are the prospects who are interested in giving to nonprofits, who can make a major donation, and who are also interested in your cause or organization. Nurture and target these people during your next major gifts campaign!

Pro tip

Find ideal donors who tick all of these boxes in minutes using prospect research software with multi-lens scoring (multiple filters). These filters generate a prioritized list of donors who: (1) can afford your major gift amount, (2) have a history of giving, and (3) care about your mission. Drill this down to be very specific. For example, if you want to build a new teaching hospital, apply the “health” and “education” filters to find major donors who are interested in both areas.

Step 2: Cultivation

Once you uncover the right donors, the next step is establishing and building relationships with them. Asking a prospect for a major gift out of the blue is like asking a stranger to marry you. The chances of success are slim. That’s why this step is called cultivation. 

The key here is to personalize your cultivation strategy for each prospective donor. The virtual and in-person touchpoints you offer should align with their interests, motivations, and giving capacity.

Moves management touchpoint strategy

To cultivate major donors systematically, successful nonprofits use a structured workflow that maps out every action a gift officer takes from initial discovery to a formal ask. Implementing a proven moves management strategy gives your team a clear roadmap to nurture donor relationships, keep interactions on schedule, and move prospects smoothly through each stage of the giving cycle: 

• Assign MGO portfolios. Limit each major gift officer to a balanced portfolio of 125 to 150 qualified prospects to ensure personalized attention. 
• Define qualification benchmarks. Move a prospect into Cultivation only after a discovery conversation confirms both capacity and interest in your mission. 
• Apply the 3x touch rule. Deliver at least three personalized, non-ask touchpoints. For example, send impact updates, offer program tours, or arrange board introductions before requesting a gift. 
• Track CRM velocity and cycle length. Monitor how quickly prospects move through each stage. A typical major gift cultivation cycle takes 12 to 18 months. Tracking velocity prevents leads from stalling. 

Tailor these touchpoints using virtual and in-person opportunities: 

Virtual opportunities:

• Online auctions
• Virtual conferences
• Thought leadership webinars
• Virtual mixers and cocktail hours

In-person opportunities:

• Get-to-know-you visits
• Meetings with leadership
• Invites to VIP events
• Volunteer opportunities
• Office tours
• Informational luncheons (This should be the last step after a relationship has been forged and the prospect has expressed interest in supporting your mission.)

Relationships are a two-way street

Building relationships with potential major donors means getting to know them as well as helping them get to know you. Give each prospect a chance to respond or share their story. Listening provides valuable insights into their needs, motivations, and concerns.

These days, the prospect you just reached out to might know more about your organization than some current donors. The proliferation of information, especially when shared on social media, has changed the way nonprofit fundraisers interact with prospects.

A prospect may have made up their mind about whether to give to your organization or not before you’ve even met. Major gift donors are looking for honest and open communication about your organization’s mission, operations, and impact. They want to help nonprofits that are truly making a positive difference.

Step 3: Solicitation

Once you have built a relationship with your major gift prospects, schedule a solicitation meeting with each of them. Begin with the top prospects and work your way down the list.

Preparing for the meeting

Bring one or two team members who the prospect already knows. Always notify the prospect in advance about the purpose of the meeting so there are no surprises. 

Choose a quiet setting such as a private office or reserved meeting room. Avoid noisy coffee shops or crowded restaurants that create distractions. If two team members attend, assign roles beforehand: one person opens, one makes the ask, and one closes.

The 3-step ask meeting sequence

Structure your meeting to keep the conversation flowing smoothly: 

1. Share impact (first 10 minutes): Review recent wins, outline your project vision, and highlight how the donor’s past involvement helped your mission.
2. State the specific ask (10 to 15 minutes): Present your proposal and state the exact dollar amount and purpose. Avoid vague language like, “Would you consider supporting us?” Instead, state: “Would you consider a gift of $(insert amount here) to construct our new community health clinic?”
3. Embrace the silence (after the ask): Stop talking immediately after making the ask. Allow the prospect time to digest the request and respond first. 

Essential proposal tips

Use these practical tips to create a clear and persuasive proposal that resonates with major donors: 

• Personalize gift ask amounts. Tailor every request using prospect research software so you do not leave money on the table. If you ask everyone for your standard $50,000 gift, you miss out on donors who routinely give $100,000 or more to similar causes. 
• Be specific about gift impact. Explain exactly where the money goes. Specify clear uses such as purchasing new medical equipment, funding staff salaries, or supporting daily operating costs. 
• Bring the right documents. Provide personal, compelling materials that show impact examples and donation options. Consider working with a marketing consultant to help you present key information in an engaging, personal way. 
• Use clear facts. Show prospects why they should support your cause by sharing concrete results. For example, if your program successfully treated 76 percent of cancer patients, highlight that statistic clearly during your ask. 
• Present multiple giving options. Give donors choices that match their goals. Include details on planned giving, capital campaigns, and specific programs so prospects can select the option that fits them best. 

Handling common objections

Prepare for hesitation after soliciting a major gift by using proven response strategies:

• Objection 1: “I love your mission, but the timing is bad right now.” 
  Response: “We completely understand. Timing is everything. May we follow up in six months with a project update, or would a multi-year pledge spread over three years work better for your schedule?” 
• Objection 2: “I need to speak with my financial advisor or spouse first.” 
  Response: “That makes complete sense. We want this decision to fit your overall financial plan. May I send you a one-page summary to share with them, and can we schedule a brief follow-up call next week?” 
• Objection 3: “That dollar amount is higher than I expected.” 
  Response: “We set our goal high because the need is so urgent and you have shown consistent interest/support in this area, but any level of support makes a real impact. Is there a gift level you feel more comfortable with today?” 

Have a backup plan

Always head into a meeting with a higher initial request than your baseline figure for that particular prospect. If a donor says “yes” right away, there’s a chance you’ve left money on the table. If a prospect says “no” to your initial number, there’s no need to walk away completely.

Use a pre-planned backup amount to negotiate a figure both parties feel comfortable with. This back-and-forth helps prospects communicate their needs and strengthens your relationship over time. 

Track your conversion rate

Keep track of how many prospects become major donors. This metric helps you analyze your performance and find areas to improve. Review successful pitch meetings to see which core messages connect best with donors. 

Also consider your digital conversion points. Check if your website features enough contact forms, clear donation buttons, and direct ways for donors to contact your team. The more digital conversion points you have, the better!

Prepare your next steps

Plan your post-meeting steps immediately so no prospect falls through the cracks. 

Ask your team these questions:

• Do you have reliable contact details for the prospect?
• What channels are you using to follow up, and how often?
• Are you keeping prospects well informed?
• Is your system ready to send prompt tax receipts once a major gift arrives?

Crafting a clear follow-up plan helps you win new major supporters and retain current donors over time.

Step 4: Stewardship

Start thinking about donor stewardship even before solicitation. It’s easy to see a major donor as providing a one-time gift and then moving on. But in reality, major donors frequently repeat their support.

Be sure not to disappear just because you “got what you came for.” Instead, make major gift donors feel like they’re part of the club. Implementing a structured major donor stewardship plan helps you organize follow-up timelines, set communication matrix standards, and leverage your CRM to keep relationships active. 

Start by answering these questions:

• Who will follow up with your major donors?
• When will they follow up?
• How (specifically) will they follow up?

Show gratitude early and often

Gratitude is crucial in keeping the major donors you already have. After a gift has been given to your nonprofit, issue a personalized thank-you note or schedule a quick follow-up meeting right away.

Detail how their donation helps your cause. Showing clear impact encourages major donors to continue their support. You can also reach out to them and ask for an impact story. This generates testimonials for your mission to provide to future prospects, while also giving your donors the credit they deserve.

Build long-term relationships

Thank you letters are just the first step. Exclusive virtual or in-person events are great ways to engage major donors and show ongoing appreciation.

You invest significant time, energy, and resources into securing a major gift. To encourage regular support, loop back to the start of the cycle: research. Keep learning about your major donors, tracking their interest areas, and building relationships for the future.

How to start a major gift program

Starting a dedicated major gift program is the most effective approach to securing major gifts. Follow these steps to build a successful program:

Step 1: Get leadership on board

Your board members should lead by example and make major gifts themselves. They can then leverage their connections to find other prospective donors and make personal introductions.

Step 2: Recruit your fundraising team

A major gift fundraising team typically consists of a major gift officer (MGO), prospect researchers, and marketers. These team members need specific skills to be successful, and your organization needs to invest in training at the start. 

The number of major gift officers you need depends on the size of your organization and campaign goals. Best practice dictates that as a general workload target, each MGO should aim to move about 20 percent of their portfolio into active solicitation each year.

You will also need to work with organizational leaders, attorneys, accountants, and financial advisors to handle practical aspects of soliciting and processing major gifts. This includes developing a due diligence and gift acceptance policy, as well as processes for accepting different gift types. Make sure everyone knows their roles and check in regularly on their progress.

Step 3: Determine your major gift threshold

Calculate your current major gift threshold using the steps outlined earlier. Set the wealth indicator parameters in your prospect research tool to match this figure.

Step 4: Set measurable goals

Establish a clear fundraising goal for your major gift program. This may be a year of operating costs or 70 percent of the cost of a capital campaign. Then, set a clear deadline for reaching this goal.

Step 5: Conduct prospect research

Use prospect research to find prospective donors with the capacity to make a major gift, a history of giving, and an affinity for your cause. You might find that some of your existing donors have the ability to become major donors.

Step 6: Create a solicitation strategy

Put together profiles for your current and potential major donors. Analyze these profiles to understand how to approach and build a relationship with each person through major gift prospect meetings or events. 

Identify each prospective donor’s motivations and preferred communication channels. Always include a clear call to action (CTA) with all your messaging.

Step 7: Demonstrate and promote tangible outcomes

Keep major gift donors informed after receiving their gift so they know their money made an impact. For example, if an annual donor makes a major contribution to your recreation center expansion, send updates and photos of kids enjoying the space. Even better, invite them to visit in person! 

Connecting donors to positive outcomes builds stronger bonds. Showing impact this way makes donors much more likely to support future campaigns. 

Step 8: Create a stewardship program

A solid stewardship program is crucial to retaining your major donors. Cultivate these relationships consistently with check-in calls, face-to-face conversations, donor recognition, thank-you notes, and updates on new developments and opportunities.

Step 9: Meet regularly

Top nonprofits often hold weekly development meetings to discuss their major gift fundraising strategy and delegate tasks. The executive director and key board members should attend along with your fundraising team.

Step 10: Analyze your results

Gather and analyze data consistently to identify which major gift strategies work best. Track these key metrics:

• Return on investment (ROI): Measure the overall rate of return of major gift fundraising by comparing the total cost of donor cultivation against the funds secured. Major gift programs typically yield the highest return on investment of any fundraising method, often returning $10 to $20 or more for every $1 spent. 
• Secured gifts: Track how many donations are pledged versus how many are already in hand. 
• Average major gift size: Determine the typical size of a major gift to your organization. 
• Average giving capacity: Measure how much the average major donor can give and compare it to your average major gift size. 

These metrics help you refine your donor searches and build a more effective major gift program over time.

How to integrate major gifts into your fundraising strategy

Major gifts form part of your fundraising strategy in several ways.

Annual giving

Annual giving helps strengthen existing relationships with your donors. These are the dedicated supporters you can count on for regular gifts. 

Annual gifts are typically cash-based, whereas major gifts are more frequently asset-based (one of several differences between annual gifts and major gifts). However, smaller organizations usually rely on several relatively “major” gifts ($1,000+ in cash) to complete their annual giving campaigns.

Planned giving

Planned gifts are similar to major gifts because both rely on lasting relationships and sizeable donations. The main difference between a planned gift and a major gift is that a planned gift is promised at a later date, typically when the supporter passes away. 

Learn more about types of planned giving here.

Capital campaigns

Capital campaigns help organizations raise significant funds to build facilities or buy new equipment. Campaigns have two phases: private and public. Your team secures the majority of campaign funds from major donors during the private phase, which sets up a successful public launch.

Major gift fundraising tools

The following major gift fundraising tools will help your nonprofit raise more major gifts faster:

• Prospect research software: Prospect research software is critical for finding major giving prospects and helping you tailor your gift asks.
• Professional website: Invest in a clear, professional website that details your mission, goals, and direct calls to action.
• Major gift calculator: A major gift calculator shows you how many donations you need at each gift level. For example, you may need one $100,000 gift, three $50,000 gifts, and ten $25,000 gifts. You can then organize these goals into a gift range chart.
• Donor database: Your donor database stores details on past supporters and their giving history, helping you ask for appropriate gift amounts. A fundraising CRM provides these insights while giving your team a central platform to manage major gift pipelines and donor relationships. 

Major gift fundraising best practices

The following best practices will help you succeed with major gift fundraising.

Be open to all donors

Focusing on supporters at the top of your donor pyramid is essential, but you should also build relationships with mid-level and lower-level donors. Overall fundraising strategies evolve, and smaller donors often have untapped potential.

Host virtual events that welcome donors from every giving level. Tailor each event to your specific guest list. For example, a high-end silent auction might not suit mid-tier donors, but a casual dinner party would be a good fit. You can even use prospect research software to uncover hidden gems in your database. These donors might just surprise you!

Host events catered to your donors

Spend time getting to know your major gift donors. Ask donors what types of events they enjoy, then design your fundraisers around their feedback.

Virtual fundraising events are just as powerful as in-person gatherings. They are often easier and more cost-effective to host, so use them regularly in your fundraising strategy.

Leverage board connections

Your board members should make major gifts and be willing to share their networks. Ask them to introduce their contacts, colleagues, family, and friends to your organization.

Talk about returns on investment

Donors give with confidence when they know where their money goes. Show major gift donors the broader impact of their contributions. Explain how their gifts strengthen your mission and serve the community.

Make it easy to donate non-cash gifts

Serious sums of money are usually tied up in non-cash assets like stocks and real estate. Provide clear giving options and processes to accept non-cash contributions. This prevents you from missing out on significant funding options.

Major gift FAQs

How long does it take to cultivate a major gift?

The average major gift cultivation cycle takes 12 to 18 months. Timelines vary based on the donor’s connection to your mission, your team’s touchpoint speed, and the gift type. Complex assets like real estate or stock usually take longer to finalize than standard cash gifts.

How do you ask for a major gift if you don’t have a specific project to fund? 

If you don’t have a specific project to fund, focus your ask on core daily operations or organizational growth. Explain how an unrestricted gift powers your overall mission, supports key staff salaries, or will keep your programs running smoothly for years to come. 

How do you measure a major gift officer’s success beyond total money raised? 

Track activity-based metrics alongside dollar amounts to measure a major gift officer’s level of success. Measure total donor meetings held, personal touchpoints made, and the percentage of qualified prospects moved into active solicitation each year. 

What should be included in a major gift proposal?

Keep major gift proposals short and visual. State the total funding need, explain the exact impact of the gift, produce clear data showing your past successes, and outline simple payment options.

Major gifts are worth every cent

Donating time and money for the betterment of others is a foundational part of the human experience. Nonprofits rely heavily on major personal donations. Because of this, identifying prospective major donors and establishing lasting relationships with them is essential to fundraising success.

Donors have varied philanthropic interests and many choices when deciding where to give. It’s up to your nonprofit to present the right gift request to the right person at the right time. Implement these steps and integrate tried-and-true major gift strategies to ensure adequate funding for your mission into the future.

Further reading:

“How to Get Organized to Approach Major Donors” by Gail Perry

“It’s Not the Donation Amount that Matters” by Dave Sternberg and Nick Parkevich

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