Every major gift officer understands the pressure to close big gifts. When it comes to securing these contributions, the key to long-term success isn’t moving faster; it’s slowing down and building genuine, lasting relationships.
Major donors often seek a deep connection with the causes they support. Cultivating these relationships requires a thoughtful, individualized approach. It takes time, patience, and consistency, but the payoff is well worth it!
Strong relationships with major donors lead to greater lifetime giving, increased donor retention, and more meaningful impact. Let’s explore proven strategies to help you develop lasting partnerships with these supporters, from the first gift to long-term stewardship.
A prompt, heartfelt thank you is one of the simplest and most powerful ways to strengthen relationships with donors, no matter their gift size. Thoughtful acknowledgment shows donors that their gift is valued and that they’re more than just a transaction.
When it comes to major donations, your thank-yous needs to be individualized. Skip the generic letters. Instead, send a handwritten note, call them on the phone, or write a personal email. For thank-you emails, eCardWidget suggests the following format, which can easily be adapted for handwritten letters:
In addition to prompt recognition, consider celebrating special events and milestones such as donor anniversaries. Sending a festive nonprofit eCard during holidays is a thoughtful way to let donors know you’re thinking of them, especially during the year-end giving season when many are considering making charitable gifts for tax purposes. You can also design and send emails directly to them through your email marketing system.
Beyond personal appreciation, consider going public with your recognition when appropriate. With their permission, you might feature their personal giving testimony in a social media post or your newsletter.
Strong, lasting donor relationships are built on trust. Major donors want to feel like valued partners, not just sources of funding. That’s why it’s essential to get to know them beyond their giving capacity and research donors’ passions, values, and motivations for giving.
Demonstrate integrity, transparency, and consistency in every interaction. Honor donors’ privacy and preferences, whether that means keeping their gift anonymous or limiting how often they’re contacted. In your conversations, practice active listening and make sure to bring up these types of questions. You might:
When you uncover something about your donor, make sure to document it in your CRM or donor management system. You think you may remember next time, but you may have these same conversations with hundreds of donors in between the next time you interact with them. It’s also important that others on your team understand their preferences and motivations and can appropriately communicate with them in your absence. Don’t fall trap to this common communication silo mistake. Document what you learn so you and your team can refresh your memory the next time you meet with this donor.
Remember to be patient. Focus on cultivating relationships, not rushing the ask. Once a donor makes a gift, your work isn’t done. Ongoing stewardship is key to lasting partnerships. Continue engaging them and communicating that their support matters long after the check is written.
Finally, stay flexible and responsive. Donors’ interests and financial situations can change, so adapt your donor development strategies based on what they share. When donors see you as trusted and attentive, they’ll feel confident continuing to invest in your mission.
Donors want to know their gifts are making a difference. Consistent communication about the impact of their support helps reinforce their decision to give and inspires future generosity.
Provide major donors with regular updates that highlight how their contributions are making a tangible difference. These can be woven into personalized donor thank-you letters, email updates, or phone calls. You can also share them publicly on your website and social media accounts.
When reaching out directly to donors, tailor these updates to their interests. If they supported your nature center’s wildlife treatment efforts, share how their gift helped launch a new rehabilitation center or made it possible to release injured animals back into their natural habitat. Pair these stories with impact data—like the number of animals treated or returned to the wild—to paint a picture.
Transparency is also important. Donors appreciate honesty, even when things don’t go as planned. If your organization is facing challenges, explain how their support is helping you overcome obstacles. Often, donors will step up and give to causes they care about during hard times.
Major donors want to feel like valued partners in your mission, not just supporters writing a check. Offering ways to get involved beyond donating can deepen their connections with your nonprofit and give them a closer look at the impact they’re helping create.
According to Bloomerang’s major gift fundraising guide, a few meaningful involvement opportunities you might offer include:
With these opportunities, aim to make major donors feel like trusted voices in your mission. Donors who feel like insiders are more likely to become lifelong supporters and champions of your organization.
Building strong relationships with major donors isn’t about quick wins. It’s about cultivating trust, showing impact, and inviting donors to be part of something bigger. Every conversation and thank-you note is another opportunity to earn lasting support. Take the time to invest in donor relationships, and you’ll grow their commitment and your organization’s success.
Finding the right investment advisor shouldn’t be overwhelming. At Carnegie Investment Counsel, we understand the unique challenges nonprofits face when securing their financial future. We’re here to bring clarity and expertise to the process. Schedule a complimentary consultation today!
Disclaimer:
This blog is for informational purposes only and is not meant as financial, legal, or tax advice. Please seek professional advice from qualified tax, legal, and/or financial professionals before making any financial decisions.
Carnegie Investment Counsel (“Carnegie”) is a registered investment adviser under the Investment Advisers Act of 1940. Registration as an investment adviser does not imply a certain level of skill or training. For a more detailed discussion about Carnegie’s investment advisory services and fees, please view our Form ADV and Form CRS by visiting: https://adviserinfo.sec.gov/firm/summary/150488.