How can your charity attract and engage major donors?

Why major donors matter now

If your charity has historically received funding predominantly from trusts, foundations or government, exploring the major donor space for the first time can feel daunting.

Fundraising from major donors requires different skills, processes and ways of working. Making this shift can take time and investment, which many charities may not feel they have. Yet a single gift from a high-net-worth donor can be transformative.

Experts predict that the next 25 years will see a significant transfer of wealth to a new generation of donors who are more inclined towards making longer-term, unrestricted donations. Now could be the perfect time to start thinking about how to attract and engage potential major donors.

Based on our experience working with major donors and the charities they support, here are some tips that can help boost your chances of being findable and fundable by major donors, and help you to keep the donors that you already have.

1. First impressions are digital, make them count

Many donors we speak to do their own research into the causes they support. In most cases this means looking online, so it is vital that your website and digital presence tell a clear story about why you exist, what you do, who you support and the impact you have. 

• Name your team: Major donors often want to know the people behind the organisation. Include a page on your website with information about your team (this could be your senior leaders if you are a larger organisation), their background and experience to build confidence.
• Show your ambition: Explain what impact could a major gift have on your organisation and how it could drive your mission forward.
• Be accessible: Display a phone number that is always answered promptly and respond quickly to emails from prospective donors. Donors can reach out unexpectedly, so make it easy for them to reach you.

2. Personal connection goes a long way

Personal connections are crucial for attracting and engaging major donors. Is it clear on your website who a prospective donor can contact about making a gift? A named individual is far more appealing than a generic enquiry form or an ‘info@’ email address.

Our Private Client Manager Adriana Lowe says: “It is reassuring to see the names and faces of the people who will steward the relationship with my clients on the website. When the goal is to build a personal relationship with an organisation, starting off with an anonymous contact form on a website can be a big turnoff.”

Our clients tell us that they are happy to be stewarded by a fundraiser once they have made their donation. However, during the relationship-building phase, meeting key figures in your organisation – typically the CEO or Chair of Trustees – is essential. Ensure these individuals are available to meet prospective major donors.

3. Understand your donors’ preferences

Personalisation remains crucial when stewarding and communicating with your donors. Some will be happy with an annual update, others may want a more regular check-ins. Some may want written reports, others prefer a phone call. Invest time at the beginning of your relationship to understand their preferences, including anonymity, to ensure a smooth experience.

For example, several of our donors tell us they are motivated by match-funding campaigns such as The Big Give, which can offer the chance to increase the impact of their gift. However, not all donors will be open to this. Ask upfront whether they are happy to receive additional requests such as this during the year.

One donor told us: “Charities should establish a pulse of communication that isn’t overwhelming, but then long periods of silence also aren’t great.” Another said, “I like to share in the joy with the charities I support”.

Of course, the Golden Rule of major donor fundraising: always thank your donors properly. We would hope this did not need saying, but sadly we still see examples of major gifts going unacknowledged, which certainly does not bode well for long-term relationships and securing follow-on gifts.

4. Grow your network through your existing donors

Many major donors choose to support causes they know personally or locally. Invest time in building networks and being visible in your community, including business networks, which may overlap with high-net-worth individuals.

You can also use your existing donors to help build your network. Many are happy to introduce friends and contacts to organisations they support. One way to do this would be to offer your major donors a ‘plus one’ to events, giving them the chance to bring someone who might connect with your cause and potentially lead to new donations.

Collective giving is gaining popularity. Creating a ‘circle’ or ‘friends of’ network, where your major donors can meet and get to know each other, can help boost engagement and bring them closer to your cause.

5. Confidence leads to bigger gifts

Recent research has shown that donors give more when they are confident about their charitable giving. You can use your relationship with your donor to educate them about the cause. A confident, well-informed donor is more likely to give generously.

A word on impact reports…

Long, professionally produced impact reports can be useful for some funders. However, some of the major donors we speak to, tell us they would much rather receive concise updates. Identify a few KPIs and communicate your progress clearly. Invest time in getting to know  your donors and what will work for them. 

6. Small donors can become major donors

If you already receive individual donations, some may have the potential to give more if they have a great experience with your charity. A first donation in particular is your best chance to impress them, by being responsive and engaging.

Try:

• Sending a prompt thank you, signed by your CEO or a trustee, for all new donations, even if they are small.
• Consider personalised outreach for donors who give above a certain threshold, say at least £250 for the first gift. The threshold you pick will depend on your income and how many of these size of donations you receive.

More donors are choosing to give through donor-advised funds (DAFs). These offer flexibility and can make giving easier for those supporting multiple causes.

If you are looking to strengthen your major donor strategy, it is worth understanding how DAFs work and what they mean for charities. Check out our previous article for practical insights.