Why a Mid-Level and Major Gift Fundraising Strategy Is Nonprofits' Smartest Investment

If you haven’t already invested in mid-level and major gift fundraising strategy, now is the time.

For too long, leaders in our sector have viewed mid-level and major gift fundraising as a risk. It feels safer to keep doing what’s familiar — sending broad appeals, acquiring new donors and hoping they’ll stick around.

But the truth is, not investing in major gifts is the real risk.

Major gift fundraising isn’t a gamble. It’s a proven, strategic investment that drives long- term growth, deepens donor relationships and stabilizes your revenue. It’s the key to taking your organization — and its mission — to the next level.

The Real Risk Is Doing Nothing

Think about your donor pipeline — from the moment someone first gives to when they make a transformational or planned gift.

Every part of that pipeline needs to be nurtured and invested in. When you neglect mid-level and major gifts, you create a bottleneck that prevents donors from moving forward in their relationships with your organization.

Many organizations believe they’re growing because new donors keep coming in. But if you’re not retaining those donors and helping them deepen their giving, you’re simply treading water. You may be replacing revenue, but you’re not building long-term value. And that’s not a sustainable practice.

Without a strong mid-level and major gift strategy, you’re leaving hundreds of thousands — sometimes millions — of dollars on the table every year through donor value attrition.

The good news? You can change that.

When fundraisers have clear, manageable portfolios (no more than 150 qualified donors), a personalized strategy for each donor, and regular accountability and coaching, they can build meaningful relationships that result in transformational giving.

This is a structured, intentional approach to major gifts that prioritizes relationships over transactions, and sustainability over short-term fixes.

The ROI of Mid-Level and Major Gift Fundraising Is Too Big to Ignore

Once a strategy is implemented, nonprofits always believe their organization’s five-year revenue forecast seems too high. But it’s not.

Those projections — sometimes showing growth of 200% or more — are often conservative. Because when you start retaining donor value and deepening relationships, revenue begins to compound year after year.

It’s not uncommon to see returns of 10-to-1 to 25-to-1 for organizations that properly invest in their mid-level and major-gift programs.

But remember, you’ve got to spend time building relationships with major donors. This isn’t rocket science — it’s a smart, disciplined investment strategy with a high yield.

A Healthy Pipeline Requires Teamwork

Building a thriving major gift program means caring for the entire donor pipeline — from acquisition to legacy. Everyone needs to work together: direct response, mid-level and major gifts.

That means no turf wars, no hoarding donors and no cutting acquisition budgets to fund major gifts. Each area of your fundraising operation plays a vital role in helping donors move freely through the pipeline — building deeper engagement and stronger loyalty at every step.

When your pipeline flows freely and your fundraisers are focused on real relationships, donors feel known and connected — and your organization experiences sustainable, transformational growth.

Don’t Wait Another Year

Too many nonprofits wait until their traditional fundraising methods falter before investing in major gifts. By then, they’re scrambling to make up for lost ground.

Fundraising is rooted in purpose. It’s about helping donors feel part of something bigger.

By creating a healthy major gifts pipeline and investing in relationship fundraising, your organization will practice its values and form deeper partnerships with those who care about your mission.

Imagine where you could be five years from now if you started retaining more donors, growing their lifetime value, and deepening their connection to your mission today. 

By building a strong mid-level and major gift fundraising strategy, your organization will create sustainable revenue and stronger donor relationships. That’s not a risk. That’s a revenue strategy.

So ask yourself: Are you playing the short game or the long game?

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.