15 Tips for Building a Sustainable Major Donor Pipeline

Former President John F. Kennedy once said, “The Chinese use two brush strokes to write the word ‘crisis.’ One brush stroke stands for danger; the other for opportunity. In a crisis, be aware of the danger but recognize the opportunity.”

We indeed have a crisis in the nonprofit sector. For decades, giving has been stuck at around 2% of GDP. And the number of donors — and donor retention — is declining for far too many organizations. 

Increasingly, it is major gifts that have filled the financial void that the decline in the total number of donors has created. But it’s essential to treat all donors with respect and appreciation, valuing gifts of any kind. This is not only the right thing to do, but it will also help your organization build its donor — and, yes, major donor — pipeline. 

That pipeline, along with a diverse set of major gift donors, will protect your organization against relying on just a handful of donors or funding sources that can fluctuate for various reasons. On a national scale, we have seen this with the United Way and, more recently, government funding. We have also seen this often in the generational transfer of wealth and the varying philanthropic interests among family members. 

Therein lies the opportunity for nonprofits to establish a more robust donor pipeline and help donors understand the impact they can make with larger gifts. Major gifts not only provide transformational programs for those the organization serves but are transformational for that organization and, moreover, for the donor. 

Across the nonprofit spectrum, there is a wide array of what an organization considers major gifts. In any case, your goal would be to build a sufficient pipeline where that threshold may rise while still providing each donor with a personal giving experience. 

Major donors — and those with the ability to give at that level  — also have a wide array of what they consider a major gift. Wealth amplifies character — and generosity. Yes, we can help prospective donors understand the impact they can make if they don't have a philanthropic history, but it may take some time. 

Here are 15 tips for building a successful major gift pipeline.

1. Develop of Culture of Philanthropy

It starts with a culture for philanthropy. This means that your organization — starting with the CEO and board — is committed to following best practices and investing in fundraising. There, the organization will see a return on investment that any other income stream is unlikely to match.

2. Create a Plan

Your organization’s plan can be as simple as a one-page document or as comprehensive as a 100-page document. But you need to be very clear on goals, strategies and priorities. 

3. Invest in Wealth Screening

Invest in wealth screening tools and engage your staff, board and others in confidential screening discussions about potential donors. Focus your time and energy on the top prospects who are most likely to give.

4. Build Your Capacity

Have the staff in place — even if on a multi-year plan to build the necessary capacity — to conduct personal visits with your prospective major donors. These people must be passionate about your mission, respectful and grateful for every gift, excellent listeners, sound strategists and persistent.

5. Generate a Moves Management Strategy

Have a moves management program to discern strategies for each donor and have quick access to the last step, next step and desired goal.

6. Find Professionals to Assist Your Organization

Seek out qualified mentors, consultants and training. This means finding professionals who have actual experience in major gifts. I am amazed at folks in our profession who have a sales background and train in major gifts or who consult, write and speak on capital campaigns and have never run a capital campaign or even raised money professionally. Do your homework. Coach your staff and invest in their development.

7. Make Each Donor Journey Personal

Every donor and especially major donors should have as personal and tailored a donor journey as possible.

8. Respect Your Donors

Value and respect your donors. They want to feel seen, heard and valued. Dig deeper with major donors to gain a deeper understanding of them. Ask why they got involved, what they love about your organization, what can be improved and what might encourage them to give more.

9. Write a Case for Support

Have a compelling case for support that is worthy of major gifts and major donor interest.

10. Utilize the Right Technology

This includes an effective donor relationship management platform and using it effectively. This also includes other technology platforms and artificial intelligence (AI) to help you reach out to the right donors and prospects with the right messaging. AI can also handle more mundane tasks and messaging, leaving your staff the time and energy to focus on the more intensive work of donor engagement.

11. Offer a Variety of Giving Methods

Have a wide array of giving options — from non-cash giving to donor-advised funds to planned gifts to cryptocurrency. 

12. Prioritize Stewardship

Have plans for both stewardship and recognition, but offer your donors recognition – or recognize someone who is or was important to them. If they choose to be anonymous, respect that — but that doesn’t mean stopping personal expressions of gratitude (unless that is their preference as well). 

Connect major donors to the mission by offering site tours and volunteer opportunities. Consider branded major gift societies and other resources appropriate for your donors and your culture. Be sure to share specific, tangible results with your major donors.

13. Treat Your Donors Like Partners

Understand that fundraising is not the same as sales. That means:

• It will eventually show if you treat donors as targets.
• High-pressure tactics will typically lead to reduced future engagement.
• A misalignment of values — focusing on quotas or dollar amounts — can sideline the donor’s motivations.
• Neglecting stewardship by overemphasizing acquisition can lead to poor follow-up.
• Perceived insincerity and manipulative tactics can damage trust.
• A sales culture can prioritize quantity over quality, leading to burnout among professionals and higher turnover.

14. Engage Everyone in Your Organization

Engage your board, advisory boards, past board members and staff who are not in advancement in the identification and cultivation of potential major donors.

15. Ask for a Specific Amount

When it is time for the gift request, ideally at the donor’s invitation, ask for a specific amount in relation to your overall goal and explain how the donor will be the hero through their gift investment.

Focusing on major gifts while respecting every gift and every donor ensures long-term donor loyalty. A successful major gifts program requires a strategic and disciplined approach, focusing on relationships, resources and results.

By integrating these strategies, your organization can enhance its major gift fundraising efforts, ensuring sustained support and advancing its mission.

The preceding content was provided by a contributor unaffiliated with NonProfit PRO. The views expressed within may not directly reflect the thoughts or opinions of the staff of NonProfit PRO.