5 Effective Strategies for Cultivating Major Donors
Scaling Major Gifts. Strategies, action steps, and ideas for scaling major gifts by Tammy Zonker, Major Gift Expert & Keynote Speaker.
In my nearly 30 years working in the nonprofit sector, I’ve seen firsthand how transformative major donors can be for an organization. Whether you’re a major gift officer, development director, executive director, or board member, cultivating these relationships is not just about securing large gifts—it’s about building meaningful partnerships that can fuel your mission for years to come. Yet, I know from experience that this can often feel like one of the most challenging aspects of fundraising. In this edition, I want to share five strategies that have worked for me and my clients to help you overcome common hurdles and achieve success.
Common Challenges in Cultivating Major Donors
Let’s start by addressing the elephant in the room: cultivating major donors isn’t easy. Here are some challenges I’ve encountered over the years:
Finding the right prospects: Identifying individuals with both capacity and affinity for your cause can feel like searching for a needle in a haystack.
Building authentic relationships: It’s easy to fall into the trap of transactional thinking, but major donors want to feel genuinely connected to your mission.
Balancing priorities: With limited time and resources, it’s hard to focus on major donor cultivation when there are so many competing demands.
Closing the gift: Even after months (or years) of relationship-building, asking for a significant contribution can feel daunting.
If any of these resonate with you, you’re not alone. But the good news is that there are proven strategies to address these challenges.
5 Strategies for Success
1. Prioritize Prospect Research
In my experience, successful donor cultivation starts with solid prospect research. Use tools like DonorSearch or Kindsight to identify individuals who have both the financial capacity and an interest in your cause. Look at their giving history, affiliations, and even social media profiles to understand what motivates them. Remember, it’s not just about wealth—it’s about alignment with your mission.
2. Focus on Relationship-Building
One approach I’ve seen work well is treating donor cultivation like dating—it’s all about building trust over time. Schedule regular touchpoints that aren’t just about asking for money. Share updates on how their past gifts have made an impact or invite them to exclusive events where they can see your work firsthand. Authenticity is key here; donors can sense when you’re being genuine versus when you’re just checking a box.
3. Leverage Your Board Members
Your board members are often your best connectors. Encourage them to open doors by introducing you to potential donors within their networks. A warm introduction from someone they trust can make all the difference. In one campaign I worked on, a single board member connection led to a $350,000 gift because the donor felt personally invested from the start.
4. Create Personalized Engagement Plans
Every major donor is unique, so cookie-cutter approaches won’t work. Develop tailored engagement plans based on their interests and preferences. For example, if a donor is passionate about education, invite them to visit one of your programs or meet beneficiaries whose lives have been changed through their support.
5. Invest in Technology
Technology can be a difference-maker in managing donor relationships effectively. Tools like Bloomerang allow you to track interactions, segment donors, and automate follow-ups. In one organization I worked with, implementing a CRM system increased their major gift revenue by 37% within a year because it allowed them to stay organized and proactive.
Real-World Example: The Power of Stewardship
Let me share a quick story that illustrates these strategies in action. A few years ago, I worked with an organization that was struggling to engage a high-net-worth individual who had expressed interest but hadn’t committed. By using prospect research tools, we discovered her passion for environmental conservation. We invited her on a site visit to see their programs in action and followed up with personalized updates over several months. Eventually, she made a $1 million gift—the largest in the organization’s history—because she felt deeply connected to their mission and saw her impact firsthand.
Actionable Takeaways
Here are some steps you can implement today:
Schedule time each week for prospect research using tools like DonorSearch or Kindsight.
Identify three existing donors who could be cultivated into major donors and create personalized engagement plans for each.
Ask your board members for introductions to at least two potential donors.
Evaluate your current CRM system—if it’s not helping you track and manage relationships effectively, consider upgrading.
Plan one stewardship activity this month (e.g., a thank-you call or an exclusive program update).
A Final Word of Encouragement
I know how challenging this work can be—but I also know how incredibly rewarding it is when you see the impact of those relationships on your mission. Cultivating major donors takes time, patience, and intentionality, but it’s worth every ounce of effort.
I’d love to hear from you—what challenges are you facing in cultivating major donors? What strategies have worked well for you? Let’s keep this conversation going because we all have something valuable to learn from each other.
Here’s to building lasting partnerships that change lives!
Keep transforming,
Tammy Zonker
Major Gift Expert & Keynote Speaker
Fundraising Transformed
ps – Want to get Scaling Major Gifts delivered to your inbox every Thursday? Sign up here.