Finding (and Keeping) Major Donors - Part 1

“Can you help us find major donors?”

It’s the single most common question I get as I work with nonprofits and charitable organizations on their fundraising efforts. And it’s almost always the first question people have when they reach out to us for consulting help.

And the answer I give is, “Yes…but you probably already know them.”

Who Are Major Donors?

The reality is that major donors are already on your donor rolls—it's a matter of identifying them. In this series of blogs, we’ll dive deep into who major donors are and how to find (and keep) them. We’ll outline:

• Different types of donors and giving styles
• Patterns and behaviors that flag prospective major donors
• How to cultivate and steward these key givers

What Defines a Major Donor?

A question I’m frequently asked as a consultant is, “What is a major donor?” The answer differs for every organization.

For some, major donors are those who give $25,000 or more annually; for others, it’s those giving $500 or more a month. No matter the monetary level, major donors are:

• The largest and most consistent givers
• The donors you rely on for the majority of your giving dollars

Many organizations have staff specifically tasked with cultivating and stewarding major donors.

Where Do Major Donors Come From?

Major donors are rarely new or unconnected to your organization. Most begin by making smaller, consistent gifts. Often, they start as volunteers or highly engaged participants in a specific program area. These individuals:

• Have a strong connection to your mission
• Sustain important key relationships within your nonprofit

How Do We Identify Future Major Donors?

Organizations usually already know the major donors they’re seeking. The key is identifying and engaging them. Here are three groups to focus on:

• Established Volunteer Leaders:
  Major donors frequently emerge from service on boards, committees, and leadership roles. Get to know these individuals, their reasons for serving, and their passions for your organization.

• “Yes” Helpers:
  This small subset of supporters always steps up when help is needed. They are deeply engaged with your mission and are a reliable source of support.

• Faithful Participants:
  These are the individuals, couples, or families who never miss an event and are highly committed to your cause. They often serve as frontline volunteers.

Key Takeaway

Not everyone in these groups will have the financial capacity to become a major donor, but major donors are almost always found within these communities. It's just a matter of focusing on who they are and nurturing those relationships.

Plus, people in these groups can connect you to others like them. Empower them to be your advocates within their circles of influence.

Coming Up Next

In the next blog, we’ll explore key patterns and data points that can help you hone in on individuals and families who might just be signaling, “Here I am!”

Timothy L. Smith