Asking for Major Gifts with Relational Integrity

by Tammy Zonker, Founder and President of Fundraising Transformed and ICG faculty member

As nonprofit major gift officers, securing major gifts is crucial for advancing our organizations’ missions. However, the process of asking for these significant donations requires a thoughtful and relational approach. Here are some key strategies to ensure that your requests are both effective and respectful:

1. Build Genuine Relationships

Major gift fundraising is not just about securing funds but building lasting partnerships with donors who share your organization’s values. Take the time to understand their interests, motivations, and philanthropic priorities. This involves learning about their personal and professional backgrounds, hobbies, and family life. Regular in-person visits can help deepen these connections and ensure donors feel valued and involved in your mission.

2. Personalize Your Ask

When it’s time to make the ask, tailor your approach to each donor’s unique interests and giving capacity. Use the insights gathered during the cultivation phase to highlight specific projects or campaigns that align with their passions. Personalize your appeal by ensuring alignment with their values and passions, making your request specific and meaningful.

3. Highlight Impact and Urgency

Major donors want to see tangible outcomes from their contributions. Clearly communicate how their gift will be used and its impact in clear, human terms. Additionally, provide a compelling reason why the gift is needed now, emphasizing the urgency (not desperation) and potential for needed change.

4. Stewardship is Key

After securing a major gift, your work is far from over. Effective stewardship involves thanking donors promptly, recognizing their contributions in meaningful ways, and keeping them updated on the projects they’ve supported. This ongoing engagement helps build trust and can lead to continued support.

5. Approach with Respect and Honesty

Treat major donors as partners in your mission, not just funding sources. Be transparent about what’s needed, and be prepared to adapt your ask based on the donor’s feedback. Remember, every donor has the right to make their own decisions about their philanthropy, so approach each conversation with respect and openness.

By adopting a relational and honoring approach to major gift fundraising, you can foster deeper connections with your donors and ensure that your requests are effective and respectful. This enhances your fundraising success and contributes to a more sustainable and impactful philanthropic partnership.