For most nonprofits, major gifts offer the biggest payout in their fundraising strategy. On average, major gifts account for 88% of funds and come from only 12% of donors. 

But securing these gifts seems daunting. Earning the trust and commitment of supporters willing to give thousands to your cause takes a lot of time, intention, and relationship-building. 

However, a structured, intentional major giving program can help you strengthen relationships with your most committed supporters, plan confidently, and grow your revenue predictably. This guide explores how to lay the groundwork for a major giving strategy that lasts.

1. Define What Major Giving Means for Your Organization

Every nonprofit has its own definition of what constitutes a major gift. The first step of building a major giving program is to clarify what constitutes a major gift to your nonprofit based on your size, fundraising goals, and growth objectives.

Start by reviewing your donor data (such as the average amount donated and upgrade rate) to set an ambitious yet realistic baseline that builds upon your typical gifts and growth goals. For instance, a nonprofit that typically receives $100–$250 donations might set its major gift threshold at $1,000, while an organization accustomed to higher contributions may consider $5,000 or more a major gift. 

Along with donor data, use information about your mission and budget to define major giving. Use your programmatic and operational funding goals to ground your major gift definition in what truly matters—impact. Consider how much support you need to fund a key initiative or expand a service area, and use that as a guidepost. For example, if $10,000 covers the full cost of a year-long mentorship program, that could serve as a logical threshold for a major gift. 

Once you’ve determined a baseline for your program, communicate these criteria internally. Share clear guidelines with board members and staff so everyone understands who qualifies as a major donor and can tailor their outreach accordingly.

2. Build a Major Donor Pipeline

Simply finding donors who fit your major giving criteria is only the first step of winning their support. A successful major giving program depends on your nonprofit’s ability to qualify, engage, and steward donor relationships over time. 

BWF’s guide to prospect development suggests using a donor pipeline (which is a strategic framework used to map the donor journey for prospects) to structure your outreach. Here’s how to build a major donor pipeline that fits your unique goals:

  • Identify and qualify high-potential prospects. Use donor data (e.g., past gift size, frequency, and recency) and information from wealth screening tools to find individuals who not only meet your major giving criteria but also demonstrate interest in your mission and a capacity to give.
  • Cultivate relationships through personalized engagement. Build trust and deepen connections by tailoring your outreach—such as one-on-one meetings, mission-driven updates, or exclusive event invitations—to align with each prospect’s interests and values.
  • Solicit strategically and steward consistently. Time your ask thoughtfully based on readiness, and after the gift, continue to nurture the relationship with personalized thank-yous, impact reports, and ongoing opportunities for involvement to encourage future giving.

Once your pipeline is in place, assign ownership of each stage to specific team members and set measurable goals, such as the number of qualified prospects per quarter or stewardship touchpoints per donor. Use your CRM to track progress, flag next steps, and ensure no relationship goes cold. 

3. Develop a Stewardship Strategy

Stewardship is more than a thank-you—it’s an intentional, ongoing process that strengthens donor relationships and reinforces their decision to support your mission. Major donors, especially those collecting planned gifts or donating to capital campaigns, expect timely updates, authentic appreciation, and a clear sense of impact. Follow these steps to lay the foundation of your stewardship strategy:

  • Set clear expectations for donor communication frequency and content. Let donors know when they’ll hear from you and what types of updates to expect, such as quarterly reports or program spotlights. 
  • Share impact stories using compelling visuals and narratives. No matter how you tell these stories, the bottom line should be that their gift is making a tangible difference in your mission. You might do this by creating a custom impact report that details how you used each donor’s contributions.
  • Offer meaningful recognition tailored to each donor’s preferences. Generally, major donors require personalized appreciation to continue supporting your cause. Whether it’s a one-on-one meeting with your director, a donor wall, naming rights, or a special appreciation event, make your gratitude personal by addressing each donor by name and emphasizing the specific impact of their gift.

Once your stewardship strategy is outlined, document it in a donor engagement calendar and assign responsibilities to staff or board members to ensure consistent follow-through. Treat stewardship as a system, not a series of one-off gestures, so you can deliver a consistently thoughtful donor experience that builds long-term trust and support.

A successful major giving program depends on shared ownership across your team. Everyone from development staff to board members to volunteers plays a role in identifying prospects, making introductions, and stewarding relationships. This can be a large responsibility—if you’re feeling overwhelmed, working with qualified fundraising consultants to help shape your strategy.

To sustain momentum, foster a culture that values generosity and transparency. Recognize all forms of support, share consistent updates, and invite donor feedback to deepen investment. With the right people, systems, and guidance in place, your major giving program can drive long-term growth and impact.

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