While small donations add up, a single major gift can have an immediate, transformational impact. It can fund an entire program, hire new staff, or support a major capital project.
Major gifts aren’t luck. They’re the result of strategy, patience, and relationship-building.
If you’ve ever wondered how large nonprofits land those game-changing $50K, $100K, or even $1M gifts, you’re in the right place. This guide will show you how to attract, cultivate, and close major gifts for your nonprofit – even if you’re just starting out.
By the end, you’ll know how to:
- Identify potential major donors (and where to find them)
- Build relationships that lead to big gifts
- Master the “ask” (without feeling awkward)
What Is a Major Gift (And Why Do They Matter So Much)?
A major gift is a donation that represents a significant portion of your nonprofit’s total revenue. While every organization defines “major” differently, for some it’s $10,000; for others, it’s $100,000 or more.
The important part isn’t the amount – it’s the impact. Major gifts can fund entire programs, capital projects, or big expansions. They’re also more predictable than relying on small, one-time donations.
Here’s why major gifts matter:
- Fewer donors, bigger results: Instead of managing 500 small donors, you can achieve the same impact with 2-3 large gifts.
- Predictable funding: Major donors are often repeat givers, which stabilizes your revenue.
- Mission alignment: Major donors often want to fund big, bold projects, giving you room for growth.
Example: If you land a $50K major gift, it can cover the cost of a new community kitchen, pay staff salaries, or kickstart a new program.
Where Do Major Gifts Come From?
Most major gifts come from your existing donor pool.
Many nonprofits think major donors are “out there” in the wild, but they’re already in your network. People who have given smaller gifts, attended events, or subscribed to your newsletter may have more capacity than you think.
Here’s where to look for major gift prospects:
- Your existing donors: Look for donors who give regularly or have increased their gifts over time.
- Event attendees: People who buy tickets to galas or fundraising events have already shown they’re willing to give.
- Community leaders: Local business owners, real estate agents, and small business founders often have more capacity to give.
- Board members: Your board members and their networks are often the best connections for major gifts.
Pro Tip: Look for “wealth signals” like donors upgrading from $100 to $1,000 gifts. It’s a sign they’re ready for bigger conversations.
The 5-Step Process to Secure Major Gifts
Here’s the part you’ve been waiting for. This 5-step process takes you from identifying potential donors to closing the big gift.
1. Identify Your Major Gift Prospects
Not every donor is a major gift prospect. The best prospects have 3 key qualities:
Capacity (They have the financial ability to give a large gift.)
Connection (They know or have been involved with your nonprofit.)
Commitment (They’re passionate about your cause.)
How to identify them:
- Look at donation history (who’s upgrading from $100 → $500 → $1,000).
- Check your CRM for donors who have been giving consistently for 2+ years.
- Identify donors who attend your events, tours, or volunteer opportunities.
- Review board member networks and ask them to introduce high-net-worth contacts.
Pro Tip: Use donor research tools like DonorSearch, WealthEngine, or even LinkedIn to see if donors have the capacity to give more.
2. Cultivate Relationships (Before You Ask)
Here’s where many nonprofits go wrong: They make “the ask” too soon. Major gift donors aren’t ATMs – they’re partners. You need to build trust, share your mission, and connect them to your work.
How to cultivate major donors:
- Personal outreach: Invite them to coffee, site visits, or special behind-the-scenes tours.
- Share impact stories: Send personalized updates about how their past support has made a difference.
- Send them “insider” content: Share exclusive info with them before the general public hears it.
Pro Tip: Use every touchpoint as an opportunity to learn. Ask questions like, “What aspect of our work do you care about most?” or “What inspires your giving?”
3. Create a Bold, Inspiring Giving Opportunity
People don’t give big gifts to “help with operations.” They give to fund transformational projects. If you want a big gift, you need to present a big, exciting opportunity.
How to inspire bigger gifts:
- Focus on transformation. Ask for a gift that will change something big – like opening a new location, building a new facility, or launching a new program.
- Name it. Offer naming rights for big gifts (like “The Smith Family Community Kitchen”).
- Be specific. Don’t ask for “support.” Ask for $50,000 to fund a youth employment program that will help 200 teens get jobs.
Pro Tip: Major donors want to leave a legacy. Show them how their gift will have a lasting impact.
4. Make a Bold, Clear Ask (Don’t Dance Around It!)
When it’s time to ask, be bold, direct, and clear. Too many nonprofits make the mistake of hinting at a gift instead of asking directly.
Here’s how to make the ask:
- Be specific: Ask for a specific amount ($50,000, not “whatever you can give”).
- Tie it to impact: Explain how their gift will fund something specific.
- Be quiet and wait: Once you make the ask, stop talking and let them respond.
Pro Tip: Practice your “ask” out loud before the big meeting. It’s awkward the first time, but after a few tries, it feels natural.
5. Stewardship & Retention (Turn 1 Gift Into 10 Years of Support)
Getting a major gift is amazing – but keeping that donor engaged is even better. Here’s how to turn one-time major donors into lifelong supporters.
How to retain major gift donors:
- Thank them quickly and meaningfully. Send handwritten notes or video thank-yous.
- Show them the impact. After their gift is used, send a follow-up report showing what their money accomplished.
- Keep them involved. Invite them to site tours, behind-the-scenes events, and exclusive “insider” updates.
Pro Tip: Turn major donors into advocates. Ask if they’d be willing to introduce you to 1-2 other people in their network.
Common Mistakes to Avoid
- Waiting for donors to “self-identify” as major donors. (You have to reach out first.)
- Asking for a general gift. (Be specific. Ask for $50,000 to fund X project.)
- Not following up after the gift. (They need to see their impact!)
Final Thoughts: You Don’t Need 100 Major Donors. You Just Need a Few to Start With.
A lot of nonprofits think they need to “find” major donors. But you don’t have to go looking. Your best prospects are already in your network.
If you follow the process above, you’ll identify those supporters, cultivate them, and make a bold, confident ask that’s hard to refuse.
Action step: Identify 3 donors who have the potential to give a major gift. Reach out to them this week, invite them for coffee, and start a real conversation.
Big gifts aren’t luck. They’re strategy. And now, you have the playbook to make it happen.
