For nonprofits, major gifts are major. Often the largest single donation an organization will receive, the major gift is crucial to successful fundraising.

Since they come with such prominent importance attached, major gifts must be abundant, with development teams having their pick among numerous offers, right?

Wrong.

Many nonprofit organizations struggle to secure major gifts, which can put their work in serious jeopardy.

Get More Major Gifts for Your Organization

If your nonprofit has a major (gift) problem, you’re not alone. Take a look at a few stats compiled by Bloomerang (read the entire article here):

• 58.87% of nonprofits do not have a major gift strategy
• 53.37% of nonprofits consider multiple major gifts to be absolutely vital
• 67.54% of nonprofits do not have a dedicated, full-time major gift fundraiser

• 43.74% of nonprofits define a major gift as greater than $1,000
• 35.90% of nonprofits define a major gift as greater than $10,000

• 75.32% of nonprofits say a lack of investment on their part (manpower, expertise, strategy, etc.) is why they don’t do major gift fundraising

• 88% of total dollars raised comes from 12% of donors

Critical first steps in solving your major gift problem are to: 1. look at your donor pool and gift history to determine what constitutes as a major gift for your organization, and 2. designate someone who is in charge (a full-time, major gift fundraiser, if possible) of recruiting major gifts.

Next, you need to implement a major gift strategy, which sets fundraising goals and identifies potential major donors and cultivates relationships with them.

Bloomerang offers these characteristics of what to look for in prospects and potential major gift donors:

Anatomy of a major gift donor:

• Already in your donor database
• Has a deep passion for your mission
• Has been giving to your organization for five years or more
• Has the financial capacity for a major gift
• Is a current or former board member or volunteer

Five things to look for during prospect research:

• Previous giving to your nonprofit
• Giving to other nonprofits
• Participation as a foundation trustee
• Federal political giving
• Real estate ownership

The final step in securing a major gift is actually asking for it. It will most certainly be stressful and a bit intimidating, but as you’ve laid the appropriate foundation through the previous phases, you’ll feel better about how the solicitation will go.

Bloomerang gives these tips for making the ask:

• At least 18-24 moves to cultivate
• Ask in person
• Ask for a specific dollar amount
• Tie it to a project (avoid undesignated asks)
• Say thank you, even if the answer is “no”

It really can’t be overstated: major gifts are the biggest game-changers for a nonprofit. One major gift could be the difference between making or breaking the work you’ve planned for this year. It’s worth it to focus time, money, and resources on this crucial aspect of fundraising in your organization.