How Do I Approach Major Donors?
“How do I approach major donors?” is a question I get a lot.
Let’s be real—fundraising can feel like a daunting task, no matter how much experience you have. And when it comes to fundraising from individuals, the stakes can feel even higher, especially if you’re still building your confidence in this area.
But don’t worry. With some thoughtful preparation and a solid strategy, you can approach individual fundraising with clarity and confidence. Here are some practical tips to help you get started:
MAKE A CONNECTION
If the individuals are not yet a donor, then you will need to make a connection. This is why having an engaged Board, volunteer program and good donor relationships are extremely helpful in building a major gifts program. Ambassadors of your organization can help introduce you to individuals you have identified as key prospects for major gifts. When looking for prospects you want to find people who have a capacity to give a major gift (you may have to do some discovery before knowing for sure), who have interest in your mission and have a connection to your organization/mission. Just because a person gives millions of dollars to child development doesn’t mean they will support your animal shelter. Or if no one knows an individual who supports organizations like yours, it will be impossible to build that relationship.
Start with a Script, but Stay Flexible
If you’re new to fundraising or still finding your rhythm, having a script can be a lifesaver. Knowing what you want to say and the direction of your conversation gives you a solid foundation. At the same time, remember to stay open and adaptable—authenticity is key to building meaningful donor relationships.
FULLY UNDERSTAND the Purpose of the Meeting
Before you sit down with a donor, be crystal clear about why you’re meeting. Are you cultivating a new relationship, asking for a specific gift, or stewarding an existing donor? Having a good grasp of the donor relationship pathway is critical. Take the time to define what cultivation and stewardship mean within your organization and ensure your strategy aligns with other key fundraisers and program staff, if applicable. And if you plan to ask for a gift, make sure your Ask happens within enough time to answer any questions the donor may have. Waiting to the final minutes of the meeting will only create more anxiety for you which may cause you to rush through the Ask and not give enough time for more conversation.
Rehearse to Build Confidence
Yes, it’s important to come across as genuine, but if you’re new to fundraising or feeling nervous about asking for support, rehearsing what you want to say can be a game-changer. Practicing not only helps you refine your message but also prepares you for potential questions or concerns a donor might raise during the conversation.
Prepare a Briefing Document
Preparation is everything. Before your meeting, create a briefing document with key talking points, background information on the donor, and any specific details you want to remember. This extra step ensures you’re walking into the conversation informed and ready.
Document and Follow Up
After your meeting, record the highlights and key insights in your CRM. Make sure to note any next steps or action items and follow up promptly with the donor. Thoughtful and timely follow-up is a small effort that can make a big impact on your donor relationships.
Fundraising, especially from individuals, doesn’t have to be overwhelming. With preparation, strategy, and a little practice, you’ll not only feel more confident but also create stronger, more authentic connections with your donors. Remember: every conversation is an opportunity to grow, learn, and make a difference for your mission.
Wanda Scott is the founder and principal consultant of Wanda Scott & Associates. Wanda has over 24 years of nonprofit and fundraising experience. Wanda has earned the Certified Fund Raising Executive (CFRE), the Chartered Advisor in Philanthropy (CAP®) professional designation, and a Master of Theological Studies (MTS) in Feminist Interpretations of the New Testament from Candler School of Theology at Emory University.
She is a native of Cleveland, Ohio, and is currently a digital nomad traveling the world.