How to Make Major Donor Asks That Deliver Results

Securing major gifts can transform your nonprofit’s capacity, but asking for large donations requires strategy, preparation, and finesse. Here are six proven approaches to make your major donor solicitations more effective:

1. Do Your Homework
Understand your donor’s giving history, passions, and connection to your mission. Research helps you tailor your approach, anticipate questions, and demonstrate genuine alignment between their interests and your organization’s goals.

2. Build the Relationship First
Major gifts rarely happen on the first ask. Cultivate trust through meaningful interactions—site visits, impact stories, and personalized updates. Strong relationships increase donor confidence and willingness to invest significantly.

3. Be Specific About Impact
Donors respond to clarity. Clearly articulate what their gift will accomplish, whether it’s funding a program, supporting a new initiative, or transforming lives. Use concrete examples and metrics to make the impact tangible.

4. Craft a Compelling Case
Your “ask” should tell a story that resonates emotionally and intellectually. Connect the donor’s values to your mission, highlight successes, and show why their involvement is critical now. A well-crafted case frames the donation as an opportunity, not a request.

5. Ask Thoughtfully and Confidently
Timing, tone, and confidence matter. Make your ask in person whenever possible, using language that conveys respect and optimism. Be clear about the amount or range you’re requesting, but also leave room for the donor to decide the gift level.

6. Follow Up and Steward
After the solicitation, promptly thank the donor and share updates on the impact of their gift. Effective stewardship strengthens the relationship, paving the way for future major gifts and long-term engagement.

Mastering major donor solicitations is about preparation, personalization, and persistence. By combining research, relationship-building, and clear communication, your organization can inspire donors to invest in meaningful change. The right strategy doesn’t just raise funds—it cultivates lifelong champions for your mission.