Delving into the world of major gifts doesn't have to be daunting. With our tailored, interactive Major Gift Fundraising Plan Template, nonprofits gain a step-by-step roadmap to identify, connect with, and secure major donors. From building relations to crafting the perfect ask, this free resource simplifies the intricate process, placing powerful donor relationships and transformative gifts within easy reach. Equip your nonprofit for success in the major gifts arena today.

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Mastering Major
Gift Fundraising: A
Practical Workbook
fundraisingsuccesslab.com

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Introduction
Major donors can become the lifeblood of an organization, offering
support that transcends monetary contributions. By developing
a holistic approach, you not only secure substantial gifts but also
forge meaningful partnerships with individuals who share your
passion and vision. This workbook is tailored for newer nonprofits
or those just embarking on their major gift journey. We’ll guide
you step-by-step, from understanding your prospects to crafting
compelling pitches and nurturing long-lasting donor relationships.
Let’s embark on this journey together, unlocking the potential that
major donors hold for your organization’s future.
Welcome to your guide on
establishing a major gift strategy!
+ Self-Assessment: Reflect on your nonprofit’s past
experiences. Have you interacted with any major donors?
What was the outcome?
+ Visioning: How could a substantial donation transform your
current projects or future aspirations?
+ Network Exploration: Do you already know individuals or
entities that could potentially become major donors?

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+ Sustainability: Major gifts can offer a stable funding source,
buffering against uncertainties in other income streams.
+ Impact Amplification: Large donations can catalyze projects,
allowing you to upscale, expand, and deepen your impact
within the community.
+ Influence and Advocacy: Major donors often hold influential
positions in society. Their support can amplify your message,
making advocacy efforts more potent.
+ Endorsement Value: Their trust in your organization can
enhance your credibility, drawing other donors, volunteers,
and supporters.
+ Beyond Monetary Contributions: While financial support is
paramount, many major donors bring expertise, networks,
and experience that can further benefit your cause.
The Significance of Major Donors
These individuals or entities often provide significant financial support,
bolstering projects, campaigns, and overall missions. But why are
major donors so integral?
In the nonprofit sector, major
donors play a pivotal role.

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Overview
Compile potential donor names.
Building a Contact List
Investigate prospects without prior ties.
Dive into Cold Research
Refine based on alignment & potential.
Refine Your Donor List
Step 1 Step 2 Step 3
Organize & track donor engagement stages.
Craft Your Prospect Pipeline
Assess reasons behind large gifts.
Unravel Donor Motives
Match your value with donor interests.
Offerings & Benefits
Step 4 Step 5 Step 6
Identify the donor’s philanthropic needs.
Identifying Donor Needs
Craft strategies for consistent outreach.
Donor Engagement Plan
Ensure readiness for the donation pitch.
Preparation for The Ask
Step 7 Step 8 Step 9
Select the right person to approach donors.
Choosing Your Asker
Build structures for nurturing relationships.
Mastering Donor Stewardship
Step 10 Step 11
Synergize your efforts for optimal outcomes.
Integrating Your Strategy
Step 12

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Building Your Contact List
It’s much like planning a special event; you need to know who you’ll
invite. Your contact list is the foundation, consisting of individuals,
businesses, and institutions that might be interested in your cause.
But remember, not all contacts will qualify as ‘major donors.’ The
beauty is in filtering and refining!
Starting your journey towards
securing major gifts requires you
first to identify potential donors.
+ List down potential individuals, businesses, or institutions you
think might be interested in your cause. Why did you consider
them?
+ How did you come to know of these contacts? (e.g., events,
mutual contacts, online platforms)
+ Have any of these contacts previously engaged with or
donated to your nonprofit? If so, describe the nature of their
engagement.
Write your answer below:

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Dive into Cold Research
Cold research might sound scientific, but think of it as a detective
game. You’re trying to understand more about your potential
donors: their giving history, their interests, and their capacity to
give. This is your opportunity to dig a bit deeper and find those
golden nuggets of information that can help tailor your approach.
Now that you have a list, it’s time
to gather more details about your
contacts.
+ For each contact, list any known philanthropic activities,
causes they’ve supported, or boards they’ve served on.
+ Are there any public records, articles, or online profiles that
can provide more insight into their charitable inclinations or
financial capacity?
+ Note any mutual connections or networks that you share
with the contact. Could they provide an introduction or share
more information about the donor’s interests?
Write your answer below:

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Refine Your Donor List
It’s okay to be selective; in fact, it’s essential. Narrowing your list
means focusing your energies on those with the highest potential
for significant gifts. It ensures that your outreach efforts are
streamlined and effective.
With your contact list populated
and a bit of cold research under
your belt, you’ll likely notice that not
all potential donors align with your
organization’s mission or have the
capacity you’re seeking.
+ Review your list and mark the contacts who have a clear
history of philanthropy or align closely with your cause. Why
did you highlight them?
+ Are there contacts you feel less certain about? What’s
causing the hesitation?
+ Establish criteria for a ‘major donor’ for your nonprofit. What
characteristics or behaviors would they exhibit?
Write your answer below:

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Craft Your Prospect Pipeline
By visualizing this as a pipeline, you can determine what stage each
prospect is at and tailor your engagement strategy accordingly.
Remember, cultivating major gifts isn’t a one-size-fits-all process.
Personalization is key!
Think of your donor journey as
a pipeline. It’s a structured path,
leading a potential major donor
from initial awareness to making a
significant gift.
+ Based on your research, categorize your narrowed list into
stages (e.g., initial contact, cultivation, ready to ask). Where
does each prospect fall?
+ For those in the early stages, what steps will you take to move
them further down the pipeline?
+ Consider potential barriers or challenges that might stall
a prospect’s movement through the pipeline. How can you
anticipate and address these?
Write your answer below:

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Unravel Donor Motives
Unearthing their motivation is vital to tailoring your appeal. As you
embark on this journey, remember that each donor is unique, but
there are often underlying themes in what drives them.
Major donors don’t just give; they’re
inspired to give.
+ Personal Connections: List any personal connections or
experiences your potential major donors might have with
your cause.
+ Impact Driven: Think of your mission’s outcomes. What
measurable impacts might appeal to a major donor?
+ Recognition Needs: While not everyone seeks the limelight,
some donors appreciate public recognition. How might your
organization honor them?
+ Legacy Building: Consider ways in which donors can leave a
lasting legacy with their contribution.
+ Aligning Values: How does your nonprofit’s mission align with
the personal values or corporate social responsibility goals of
your potential major donors?
Write your answer below:

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Offerings & Benefits
While major donors offer financial support, your organization can
provide various intangible returns. Understand the array of offerings
you can present to make the partnership mutually beneficial.
Every relationship is give-and-take.
+ Philanthropy: How can you offer donors a sense of fulfillment
by showcasing the direct impacts of their contribution?
+ Affinity: Consider how you can create close ties with major
donors, making them feel like an essential part of your
community.
+ Mutual Benefit: Especially for corporate donors, what mutual
promotional opportunities exist? Think of co-branding, event
sponsorships, etc.
+ Social: Can you offer networking events, galas, or intimate
gatherings where donors can meet like-minded individuals
or beneficiaries of the cause?
+ Special Access or Experiences: Think of behind-the-scenes
tours, special briefings, or other unique experiences exclusive
to major donors.
Write your answer below:

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Identifying Donor Needs
This not only helps in understanding their motivations but also
ensures that their involvement aligns with your organization’s goals.
Building a meaningful relationship
with potential major donors involves
asking the right questions.
+ Personal Passion: What causes or missions are you most
passionate about?
+ Previous Involvements: Are there other nonprofits or causes
you’ve supported in the past? What made those experiences
rewarding?
+ Expectations: What are your expectations from our
organization in terms of communication, recognition, or
involvement?
+ Involvement Preference: How hands-on or hands-off would
you like to be in our projects or programs?
+ Feedback: Are there areas in our mission or projects that
you’d like to see improved or expanded?
Write your answer below:

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Donor Engagement Plan
Tailor an engagement strategy that piques their interest, aligns
with their values, and deepens their understanding of your
organization’s mission.
Before making “the ask,” it’s
imperative to foster genuine
connections with potential donors.
+ Are there projects, initiatives, or aspects of your mission
that particularly resonate with the donor’s passions or
experiences? How can you introduce these to them?
+ Plan events or meetings that aren’t just about your
organization. Can you host workshops or seminars on broader
topics that the potential donor might find valuable?
+ Could you invite potential donors to engage in fieldwork,
community visits, or other hands-on experiences that allow
them to connect deeply with your cause, without directly
focusing on fundraising?
+ Who within your organization can inspire the donor with
personal stories, experiences, or visions related to your
mission? Schedule conversations with these individuals.
Write your answer below:

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Preparation for The Ask
Ensuring you’re well-prepared can significantly influence the
outcome. Consider the logistics, the setting, and the emotional tone
you want to set.
Once we’ve laid out these aspects, the following steps will focus on
the nuances of who makes the ask, the necessary processes, and
effective stewardship of the donors.
The “ask” is a pivotal moment.
+ Setting: Where will the meeting take place? An intimate quiet
place, during a special event, or at a project site to see the
impact firsthand?
+ Key Points: List the main points you need to cover during the
discussion.
+ The Actual Ask: Draft the actual wording of your request.
Being clear and direct can often be the best approach.
+ Possible Objections: Think of any reservations the donor
might have and prepare responses.
+ Follow-up Strategy: After making the ask, how will you follow
up? Think of thank-you notes, further meetings, or updates.
Write your answer below:

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Choosing Your Asker
It’s crucial to choose someone who has a rapport with the potential
donor, is knowledgeable about the project or cause, and can
eloquently communicate its significance.
The individual making the “ask” can
often influence the outcome.
+ Relationships Matter: Who in your organization has an
existing relationship or rapport with the donor?
+ Role Relevance: Would it be more impactful if a senior leader,
a project head, or a beneficiary made the ask?
+ Emotional Connection: Identify someone who is deeply
passionate about the cause and can emotionally resonate
with the donor’s interests.
+ Practice Makes Perfect: How will you ensure that the person
making the ask is well-prepared? Consider mock meetings or
rehearsals.
+ Backup Plan: If the primary person is unavailable, who is the
second in line?
Write your answer below:

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Mastering Donor Stewardship
Ensuring proper stewardship is essential to keep them engaged and
aware of the impact their support is creating.
Once a major donor commits to
supporting your cause, it’s the
beginning of a long-term relationship.
+ Thank You Rituals: How will you express gratitude immediately
after the donation? Consider thank-you letters, phone calls, or
special tokens.
+ Regular Updates: How frequently will you send updates about the
projects they’ve funded? Monthly reports, quarterly newsletters,
or yearly impact summaries?
+ Engagement Activities: List potential activities like special tours,
project visits, or exclusive events tailored for major donors.
+ Feedback Mechanisms: How will you collect feedback from major
donors? Surveys, personal meetings, or focus groups?
+ Renewal Strategy: How will you approach them for continued
support in the subsequent years?
Write your answer below:

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Integrating Your Strategy
Think of this as a living document, evolving as you gain more
insights, experience successes, or encounter challenges.
With all the components of a major
gift strategy laid out, it’s time to
consolidate, refine, and implement.
+ Priority List: Based on your research and engagements, which
potential donors should you approach first?
+ Tailored Proposals: How will you customize your pitch for
each donor based on their motivations, interests, and
previous interactions?
+ Engagement Calendar: Can you create a year-long plan for
donor touchpoints, updates, and events?
+ Team Involvement: How will you distribute responsibilities
and roles among your team for each donor?
+ Review Mechanisms: At what intervals will you review
and potentially revise your strategy based on results and
feedback?
Write your answer below:

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At Fundraising Success Lab, we provide high-quality templates and
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businesses. We understand that these organizations often face budget
constraints, which is why we offer customizable templates specifically
tailored to their needs. Our goal is to help these organizations advance
their mission through effective marketing and fundraising.
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