Understanding Donors     |     30 January 2025

Who are Major Donors, and Why Does Your Fundraiser Need Them?

Learn the key role major donors play in fundraising and how to identify, engage, and build lasting relationships with these invaluable supporters.

15 minute read

Here’s a story you’ve probably heard before. A small nonprofit with a big vision. They want to expand programs, improve outreach, or maybe even fund a new community center. Yet their budget only stretches so far. Enter major donors—the supporters who make transformative goals a reality. These individuals or organizations can be the turning point for your fundraiser, providing the financial momentum to achieve big things.

Of course, it’s not just about money. Major donors inspire others to step up, bringing credibility and excitement to your cause. Their support often starts a ripple effect, encouraging others to contribute more generously. 

How do you find and connect with these impactful supporters? Read on to explore the essentials.

What is a major donor, and why are they important?

A major donor is someone whose contributions go above and beyond typical fundraising efforts. While the exact amount can vary by organization, these donors play a massive role in meeting—and often exceeding—your fundraising goals. We’re not talking about a single large gift; many major donors provide consistent, ongoing support that ensures the sustainability of your mission.

Characteristics of major donors

• Significant financial contributions: Whether it’s a one-time gift or recurring donations, these supporters contribute at levels that can fund large-scale projects or cover critical gaps.
• Engagement with your mission: They are often deeply aligned with your organization’s values and goals, making their support more personal and meaningful.
• Influence within their networks: Major donors frequently have connections that can bring in additional supporters or corporate sponsorships.

Why they’re so important

Major donors bring stability to fundraising efforts. Their generosity lets you take on bigger projects and worry less about short-term cash flow. Beyond financial support, their involvement boosts your credibility. A prominent donor’s name associated with your cause often attracts others, increasing both donations and overall visibility.

For example, a local animal shelter might secure a $50,000 donation to fund the construction of a new facility. That single contribution helps fulfill an immediate need and encourages smaller donors to participate, knowing their gifts will add to an already successful campaign.

How to find major donors for your fundraiser

Finding major donors requires more than luck; it’s about strategy and a keen understanding of your community and resources. Here are some effective ways to identify potential supporters.

Start with your existing donor base

Look at the people already giving to your cause. Regular donors who have contributed over time may have the capacity—and willingness—to give more. Send some time examining donor data and analytics to identify those who might be ready to take the next step.

Connect with corporate sponsors and foundations

Businesses and foundations often allocate funds for charitable giving. Research local companies with community outreach programs or larger corporations with foundations supporting causes like yours. Building relationships with these entities can lead to major gifts and long-term partnerships.

Engage community leaders and high-net-worth individuals

Prominent figures in your area, such as business owners, philanthropists, or well-connected community members, are often strong candidates for major donations. These individuals frequently support causes aligning with their interests or professional values.

Leverage networking opportunities

Get out there! Attend community events, join local chambers of commerce, or connect with other nonprofit leaders. Personal introductions and word-of-mouth referrals can be invaluable in identifying potential major donors.

How to ask a major donor for money without stress

Asking for a large donation can be intimidating, but it doesn’t have to be. With preparation, personalization, and clear communication, you can approach this process with confidence and ease. While contacting a potential major donor isn’t exactly the same as asking for donations for a silent auction, the foundational approach is similar. 

Prepare your pitch with purpose

Before making the ask, invest time in research. Learn about the donor’s values, past charitable contributions, and any personal connections to your cause. Personalization is key—create a message that aligns with their priorities and demonstrates how their support will make a tangible difference.

For example, if a potential donor is passionate about education, highlight how their contribution could fund scholarships or after-school programs. Show them that their investment aligns perfectly with their values.

Communicate clearly and build trust

Effective communication starts with building a genuine connection. Share stories about your organization's impact instead of diving straight into the ask. Focus on outcomes and success stories that connect on an emotional level. Establishing trust lays the groundwork for a conversation about giving.

Keep the tone positive and collaborative. Avoid jargon or overly formal language—speak from the heart and let your passion for the cause shine.

Frame the Ask with Care

Timing and setting matter. Choose a time when the donor is likely to be relaxed and focused. No matter if it’s over a coffee meeting, during a site visit, or at an event, ensure the setting is conducive to meaningful conversation.

Be direct but considerate. Instead of a vague “We’d love your support,” clearly articulate the need: “We’re raising $50,000 to expand our mentorship program, and a gift of $10,000 from you could help us reach that goal.” Framing the ask with specifics makes it actionable and impactful.

Handle objections gracefully

Not every conversation will end with an immediate yes, and that’s okay. If a donor has concerns, listen attentively and address them with understanding. Maybe they want more details about how their gift will be used or need time to think it over. Offer reassurance and let them know their support, in any form, is appreciated.

Follow up and stay connected

After the meeting, follow up promptly with a thank-you note, even if they haven’t committed yet. Keep the lines of communication open and continue to share updates about your cause. Persistence, paired with genuine gratitude, often leads to long-term partnerships.

Building long-term relationships with major donors

A one-time gift is great, but a lasting relationship with a major donor can have an even greater impact. Cultivating these connections takes effort, but the results are worth it.

Make the connection personal

Donors are more than dollar signs—they’re people who care about your mission. Regularly engage with them beyond formal events. Check in with personal updates, invite them to see the impact of their contributions firsthand, and share how their support has transformed lives.

Recognize and show gratitude

Everyone likes to feel appreciated. Public recognition can go a long way, like featuring their name on a project or including them in newsletters. Personalized gestures, such as handwritten notes or small tokens of appreciation, add a special touch that makes them feel valued.

For example, an arts nonprofit might send a major donor a framed photo of the mural their gift helped create and a thank-you note from the artist.

Keep them in the loop

Share ongoing updates about how their contributions are being used. Provide clear and engaging reports that highlight milestones and successes. Transparency builds trust and shows that their investment is being used well.

Involve them in special events

Major donors appreciate being part of your journey. Invite them to exclusive events, such as behind-the-scenes tours, donor appreciation nights, or project launches. These opportunities strengthen their connection to your mission and make them feel like integral members of your team.

Major donors as influencers and champions

Major donors go beyond simply supplying financial support. They often inspire others to join the cause, and their influence can be a powerful tool for building fundraising efforts.

How major donors inspire others

When a prominent individual supports your organization, it sends a message that your cause is worthwhile. Their involvement often motivates others to give, especially when the donor shares their story or publicly endorses the campaign.

For instance, a community leader contributing to a food bank might encourage local businesses to do the same, amplifying the impact of their gift.

Create ambassador opportunities

Give major donors a chance to champion your cause. Invite them to speak at events, serve on advisory boards, or lead fundraising initiatives. Their involvement increases their investment and builds credibility for your organization.

Highlight their stories

Showcasing major donors and their reasons for giving can inspire others to act. From testimonials in your newsletter to spotlights on social media, these stories help potential supporters see the personal connection and impact of giving.

You’re building a network of passionate advocates for your cause by treating major donors as partners and amplifying their role.

Examples of successful major donor contributions

Major donors have the power to create transformative change, and countless organizations have experienced firsthand the impact of their generosity. Here are a few real-life examples that highlight their significance:

The Chan Zuckerberg Initiative and Education Reform

The Chan Zuckerberg Initiative, founded by Mark Zuckerberg and Priscilla Chan, donated $100 million to improve Newark, New Jersey schools. While the results sparked debates about implementation, the funding brought national attention to the challenges of education reform and underscored the importance of innovation in public schools.

Dolly Parton’s Imagination Library

Dolly Parton’s philanthropy through her Imagination Library is a shining example of a major donor's sustained impact. Parton has donated millions to provide free books to children worldwide, fostering a love for reading and literacy. Her contributions have directly benefited countless children while inspiring others to give.

MacKenzie Scott’s Unrestricted Giving

MacKenzie Scott’s approach to philanthropy is a game-changer. Her billions in unrestricted donations to nonprofit organizations have empowered recipients to use the funds they need most, from combating food insecurity to advancing racial equity. This approach highlights the trust major donors can place in organizations to maximize their impact.

What happens if you don’t engage major donors?

Neglecting major donors can have serious consequences for your fundraising efforts. While smaller contributions are valuable, over-relying on them can limit your organization’s growth and sustainability.

Missed opportunities and slower growth

Major donors often provide the kind of funding that allows organizations to think big. Without their support, it may be harder to launch large-scale initiatives, secure matching grants, or respond to urgent needs. Overlooking this donor segment means missing opportunities for exponential growth. The reality is that these people want to support a good cause; they just haven't had the opportunity to know that you exist and what their support could accomplish.

Funding gaps and resource strain

Smaller, one-time gifts can be unpredictable. Over-reliance on these donations can lead to inconsistent funding, forcing your organization to scale back or delay important programs. Major donors provide the stability needed to weather fluctuations in other revenue streams.

Loss of credibility

Major donors often lend credibility to your organization. Their involvement signals to others that your cause is worth supporting. Without them, your fundraising campaigns might struggle to gain traction, and potential donors may hesitate to contribute.

Engaging major donors is essential for ensuring your organization’s long-term health and ability to achieve its mission.

Building a future with your biggest supporters

The relationships you build with major donors today can potentially transform your organization’s future. By focusing on connection, trust, and shared values, you’ll secure funding and create a network of passionate advocates for your cause.

Start now. Reach out, engage, and nurture these invaluable supporters. With their help, you can achieve extraordinary results and make a lasting impact in your community. Finding a single major donor might be the missing ingredient to push your organization forward.

Luckily, your quest for finding, connecting with, and generating support from major donors is not a journey you must take on your own. With powerful tools like Silent Auction Pro, you can streamline your efforts. Either through our robust communication tools or strong data gathering and analytics, you’ll impress potential donors, which is more likely to attract their support. Request a free demo and see why more nonprofits, charities, and schools are using Silent Auction Pro to build and keep their fundraising momentum. Be the kind of organization that major donors want to support, and let Silent Auction Pro get you there.