Is Your Board Hesitant About Major Gift Fundraising?
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 of experience in nonprofit fundraising, I’ve seen one recurring challenge: engaging board members in major gift fundraising. Whether you’re a major gift officer, development director, executive director, or board member, you’ve likely encountered hesitation or outright reluctance when it comes to asking for large donations. In this edition, I want to share insights on overcoming those fears and transforming your board into confident ambassadors for your cause.
Why This Matters
Major gifts are the lifeblood of sustainable fundraising efforts. They fuel transformative projects and ensure long-term growth. Yet, studies show that three out of four executive directors report inadequate board engagement in fundraising. This disconnect can leave untapped opportunities on the table. From my perspective, it’s not just about asking for money—it’s about building relationships that align donors' passions with your mission.
Common Challenges
Board reluctance often stems from fear and misconceptions. Here are some pain points I’ve observed:
Fear of rejection: Many board members dread the idea of being turned down by potential donors.
Misunderstanding of fundraising: They often equate fundraising with begging or transactional “asks” rather than relationship-building.
Lack of confidence: Without proper training and support, board members feel ill-equipped to engage in donor conversations.
Protectiveness over personal networks: Some trustees hesitate to involve their high-net-worth contacts due to concerns about damaging relationships.
Strategies for Success
Over the years, I’ve learned that overcoming these challenges requires education, empowerment, and a shift in mindset. Here’s what's worked for me and my clients:
Start with education: Host workshops or retreats to demystify major gift fundraising. Teach board members that it’s about connecting donors to your organization's vision—not simply asking for money.
Reframe the narrative: Help them see fundraising as a joyful act of connecting people with your mission – one they care deeply about. Share stories of how major gifts have transformed lives through your organization.
Assign manageable roles: Not every board member needs to make direct asks. They can help identify prospects, make introductions, or write thank-you notes—all vital steps in the donor cultivation process.
Provide tools and resources: Equip them with talking points, donor profiles, and success stories to build their confidence.
Celebrate small wins: Recognize their contributions publicly to reinforce their value and encourage continued involvement.
A few years ago, I worked with a nonprofit struggling to engage its board in major gift fundraising. We implemented a strategy that included donor relationship training and pairing board members with staff for cultivation visits. Within a year, the organization saw a 38% increase in major gifts revenue and strengthened its donor pipeline. The key was empowering trustees with knowledge and support.
8 Talking Points Your Board Members Can Use When Engaging Major Donor Prospects
1. Share Your Passion and Connection to the Cause
"I’ve seen firsthand the incredible impact this organization has on [specific community or cause]. Let me tell you why I’m so passionate about it."
"As a board member, I’ve had the privilege of seeing how every dollar is carefully used to create real, measurable change."
2. Highlight the Organization’s Impact
"Last year, thanks to donor support, we were able to [specific achievement, e.g., provide 10,000 meals, build a new facility, etc.]."
"Your support could help us achieve [specific goal or project], which would [describe tangible impact]."
3. Build Trust Through Transparency
"We pride ourselves on being transparent with our donors. I’d love to share how your gift would be used and the difference it would make."
"Our team ensures that every contribution is directed toward programs with the greatest need and highest impact."
4. Create a Vision for Their Involvement
"Imagine how your support could [specific outcome, e.g., provide scholarships for 50 students or fund groundbreaking research]."
"We’re looking for partners who want to make a transformational difference in [specific area]. I believe you’d be a perfect fit."
5. Offer Opportunities for Deeper Engagement
"We’d love for you to join us at [upcoming event or exclusive opportunity] to see our work in action."
"Would you be interested in touring our facilities or meeting some of the people whose lives have been changed by our programs?"
6. Make It Personal and Relational
"I thought of you because I know how much you care about [related cause or issue]."
"Your philanthropic leadership in our community inspires me, and I believe this initiative aligns with your values."
7. Encourage Questions and Dialogue
"What excites you most about philanthropy? I’d love to hear about the causes that matter most to you."
"Do you have any questions about our work or how we approach major initiatives?"
8. Close with Gratitude and Next Steps
"Thank you so much for considering this opportunity. It means a lot to us and to those we serve."
"Can I follow up with more details or invite you to meet with our executive director for a deeper conversation?"
These talking points can help your board members feel confident, prepared, and focused on building meaningful relationships rather than simply making an “ask.”
Actionable Takeaways
Here are a few steps you can implement today:
Host a retreat focused on major gift education.
Develop easy-to-use materials like prospect lists or one-pagers summarizing key talking points (see below).
Assign specific tasks aligned with each board member’s strengths (e.g., introductions or thank-you calls).
Celebrate their contributions at meetings or events.
Provide board members with training and guidance on roles and strategies
Use platforms like Bloomerang or DonorPerfect to track donor data and interactions.
Start Small, Provide Support, and Celebrate!
I know firsthand how intimidating fundraising can be for board members who aren’t immersed in it daily. But I also know the joy they experience when they see their efforts lead to transformational gifts that advance your mission. My advice? Start small, provide support every step of the way, and celebrate their successes.
I’d love to hear from you—what strategies have worked for engaging your board in major gift fundraising? Share your experiences or ask questions; let’s keep this conversation going!
I'd love to hear about your experiences. What strategies have worked for engaging your board in major gift fundraising? Let's connect on LinkedIn and share your thoughts with me! And if this edition resonates with you, please share it with others who might benefit from these insights.
Keep transforming,
Tammy Zonker
Major Gift Expert & Keynote Speaker
Fundraising Transformed
ps – If you're thinking about a capital campaign, let's explore your vision together. Schedule a complimentary strategy session with me to discuss your campaign goals and how we can help bring them to fruition.
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