Understanding Donors: 10 Ways to Find Your Next Major Donor
Your Next Major Gift Donor Isn’t Who You Think They Are
When you’re focused on doing your best work—achieving your mission and making a real impact in your community—finding donors to support your cause can feel like an impossible task. You know there’s so much more you could be doing, if only MacKenzie Scott, Bill Gates, or Oprah Winfrey would notice you!
After all, they have all the wealth, so shouldn’t you be focusing on appealing to them?
No!
Your next major gift donor is not a household name. They don’t have their name plastered on buildings or necessarily appear on philanthropy’s "who’s who" list.
But they are out there—hidden in your database, on your email list, or following you on social media.
They’ve been watching your organization's great work for a while now, and it has had a profound impact on them. Maybe they’ve experienced your organization’s impact firsthand, or perhaps someone they care about has. Either way, your work has made a meaningful difference in their life—and they’ve taken notice.
They’ve admired you from afar while navigating their own busy lives, building their wealth, and wondering how to turn their appreciation for your mission into meaningful action.
In other words, they’ve been waiting for you to make the first move.
10 Ways to Find Your Next Major Gift Donor
You don’t have to wait for them to come to you. Here are 10 simple and effective ways to find and engage your next major donor:
1️⃣ 1-on-1 Meet for Coffee
Low-stakes and casual, coffee is a great way to connect. If they love your organization, grabbing a cup with you is a no-brainer.
2️⃣ 1-on-1 Meet for Lunch
Coffee might feel too casual for discussing business, but lunch offers a comfortable setting for deeper conversations about how a potential donor can support your organization’s impact.
3️⃣ 1-on-1 Meet for Dinner
If you’re making a very serious ask, a very serious environment is called for. Dinner is an intimate way to set the stage for a potential donor’s ability to make a very serious impact.
4️⃣ 1-on-1 Meeting Over Zoom
If logistics are a barrier, Zoom is a great alternative. Plus, you can use visuals or a presentation to elevate your ask.
5️⃣ 1-on-1 Meeting by Phone
Phone calls remain one of the most trusted ways to build relationships and discuss sensitive topics—especially with donors you’ve already connected with. This is a great way to take an ask across the finish line.
6️⃣ Personal Invitations to Meet Before an Event
Not quite ready to make an ask? You may need an icebreaker in a comfortable setting to get you both acquainted. A personal invitation to a prospective donor to join you before an event they’re already attending at your organization is a fantastic way to break the ice.
7️⃣ Personal Invitation to an Expert Seminar
What if your donor prospect knows about your work but hasn’t truly seen your organization’s expertise in action? They’re aware, but if only they could hear it straight from the expert themself! Inviting them to see the best in the biz spill the tea on the latest and greatest in your field is a fun, engaging way to deepen their understanding of your impact—and strengthen their connection to you.
8️⃣ Personal Invitation to a Milestone Celebration
Who doesn’t love a good party? The only ones missing out are those who aren’t invited! If your organization is celebrating a milestone, personally inviting a prospective donor is a great way to make them feel included, spark excitement, and strengthen your relationship—all while connecting them directly to your organization’s success.
9️⃣ Board Member 1-on-1 Introduction
Introductions to prospective donors are one of the best ways to engage your Board. You leverage their relationship with the prospect and their representation of your organization to set a clear expectation for your conversation with the prospect. Whether in person or via email, it’s a great way to start a new relationship.
🔟 Board Member Group Meeting
Board members often move in influential circles, and your next major gift donor might be in one of them. Whether they’re close acquaintances or just familiar faces, that shared connection makes for a natural introduction—helping you break the ice as you begin to get to know each other.
But Who Is That Next Major Gift Donor?
My son might proudly display his money, but most people don’t.
So how do you know who to reach out to? Wouldn’t it be awkward to randomly invite someone to lunch?
And let’s say it goes well—then what? Do you just blurt out, “Can you give us a million dollars?”
Not quite.
Your ideal major gift donor meets three key criteria:
✅ Capacity – They have the means to make a major gift.
✅ Affinity – They are passionate about causes like yours.
✅ Propensity – They have a history of making charitable contributions.
You need a strategy—one that helps you connect naturally, nurture the relationship, and follow a clear roadmap of next steps. That way, when the time comes to make the ask, saying “Yes!” is the easiest thing in the world.
And Coastal Nonprofit can help—no matter the size of your organization.