The One Thing Standing Between Your Nonprofit and Major Gifts

Let’s talk about the holy grail of fundraising: major gifts. Every nonprofit dreams of securing those transformational donations—the ones that don’t just meet a campaign goal but completely change the trajectory of an organization. But if major gifts feel like some mythical fundraising unicorn, here’s a hard truth: the biggest thing standing between your nonprofit and those game-changing gifts isn’t a lack of wealthy donors. It’s a lack of real relationships.

Major donors don’t give to nonprofits. They give through nonprofits to make an impact on causes they care deeply about. The best major gifts don’t come from cold asks or flashy proposals; they come from long-term, intentional relationships built on trust, shared values, and a deep understanding of the donor’s philanthropic vision. Here’s the fresh take: If your fundraising strategy starts with “Who has the money?” instead of “Who is deeply connected to our cause?”, you’re missing the point—and the opportunity.

If your nonprofit is struggling to secure major gifts, it’s time to shift your approach. Instead of chasing the next big donor, focus on deepening engagement with the supporters you already have. Your top donors aren’t just line items in a CRM—they’re people with motivations, passions, and personal connections to your mission. Take time to learn why they give and what impact they want to see. The fastest way to lose a major donor? Only reaching out when you need money. Engage them in meaningful ways: invite them to see your work in action, ask for their advice (not just their funds), and build a relationship beyond the ask. A generic fundraising email won’t cut it—major giving is not one-size-fits-all. Tailor your outreach, acknowledge past giving, and show how their support makes a tangible difference.

Too many nonprofits hesitate to ask for major gifts because they fear it’s too much. But philanthropy is personal and transformational. When you make a major gift ask, frame it as an opportunity for the donor to be part of something meaningful, not just a financial transaction. Your biggest donor isn’t just waiting for the right ask—they’re waiting for the right relationship.

If your nonprofit is serious about securing major gifts, start by shifting from a fundraising-first mindset to a relationship-first approach. When you invest in authentic donor connections, the gifts will follow. 

Looking for hands-on support in building your major gifts program? The Philanthropy Place is here to help. 

Want to talk strategy? Let’s chat today!