Why Major Gifts Matter Now More Than Ever
In today’s uncertain political and economic climate, major gifts are more critical than ever. Some of my clients are sharing growing concerns about a potential recession, while others are experiencing reductions in federal and state funding and a sharp increase in the demand for services—particularly in sectors like housing, education, food security, and healthcare. To say that federal policies and directives are rapidly evolving—and increasingly complex to keep up with—is an understatement.
The dissonance between growing need and shrinking public support has put intense pressure on nonprofits in recent months. My clients consistently repeat the same themes: traditional funding sources are no longer as reliable, and organizations are being asked to do more with less.
This is where major gifts can make a difference.
At a time when every dollar counts, major gifts are not just helpful—they're essential.
They provide flexible, mission-driven capital that will allow your organization to respond nimbly to urgent needs and sustain capacity. They may also help to fund strategic growth and innovation that government dollars simply can’t cover.
Donors who are able and willing to give at a significant level are increasingly aware of the critical role they can play in ensuring essential services reach those who need them most. Being intentional about cultivating and stewarding major donors isn’t just a best fundraising practice—it’s imperative for nonprofits to navigate this moment of uncertainty.
Tips to Future-Proof Your Major Gifts Program
For a small to mid-size nonprofit, investing in major gifts can be transformative—but it requires smart prioritization of limited resources. I always recommend a depth over breadth approach with a focus on high-return, manageable steps.
- Build or Refresh Your Case for Support: Major donors want to see vision, outcomes, and urgency. Create a one-page impact summary or a visual slide deck to explain what you do, who you serve, and what would happen if you weren’t there to do it. Tie giving to specific needs and outcomes (e.g., “$25,000 supports X families”). Data will only get you so far, so make sure you also share stories of transformation and testimonials.
- Focus on Relationships, Not Transactions: Major gifts are built on trust. You don't need a big team, only a small but mighty staff or volunteer leaders with a relationship mindset. Assign a portfolio of your organization's top 25 donors and prospects to the Executive Director or Director of Development. Schedule personal meetings and ask questions like: “What inspired your giving to our organization?” or “What would you like your support to accomplish?”
- Leverage your existing donor base—don't chase new donors right away: This is a time to focus on your most loyal supporters too. Run a report of donors who have contributed $1,000+ cumulatively over the last 2–3 years. As many organizations near the end of the fiscal year, this is a good time to also run a report of lapsed major donors from prior campaigns or events and reach out.
- Strengthen Pipeline Development: Ensure you are paying attention to your repeat annual and mid-level donors. They may very well be your next best major donors. The best way to engage them is by inviting them to experience your mission in action through site visits, volunteerism, events, or committees. Focus on building their trust through authentic conversations. A personal thank you call is memorable in our increasingly automated world.
- Train Staff and Board Members: If you’re in a small organization or don’t have a development team, you don’t need to hire a full-time major gifts officer to get started. Invest in training your current team and board on major gifts. Take your case for support and turn it into bite sized talking points. Encourage your board members to make their own stretch gifts or open doors to their peers and community members. Fundraising is a team sport.
- Make the Ask - Don’t Wait for Perfection: Many organizations delay a solicitation out of fear that their ideas or goals aren’t fully cooked, yet some major donors I’ve worked with want to be part of an organization's process. And, as one of my former colleagues at the University of Chicago told me when I was just getting started in major gifts, asking for a gift can be a great form of cultivation or stewardship - if it’s donor-centered. Just be prepared to follow up, reframe, and listen more than pitch.
- Invest in Data and Analytics: Use wealth screening tools and predictive analytics to identify high-potential prospects and model future giving likelihood. These analytics tools are only as strong as the data itself, so ensure your organization is regularly cleaning and updating data to maintain accuracy.
- Prioritize Donor-Centric Stewardship: Donor retention is future growth. Even if you raise just a few major gifts, steward them well. Send handwritten notes, have your board members or development committee make thank you calls, or send small recognition gifts. These gifts don’t have to be expensive; they can be as simple as a handwritten note from a program manager or participant or a photo from a recent event. Report impact consistently rather than waiting for the annual report to share out. It’s important to keep your donors in the loop as insiders.
Ready to get started with major gifts at your organization? Download today's freebie, a Major Gifts Planning Template that can be customized to your donors and mission.
Looking for more support with major gifts? Check out Evolve’s Major Gifts Accelerator, which can help you build a sustainable individual giving plan in just four months. And if you have any questions, don’t hesitate to reach out to me at nora@evolvegg.com.
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