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Elements of a Great Major Donor Folder

Donor Blog

You know your organization needs the sustainability and stability that major gifts bring, but you’re stuck when it comes to getting them in the door. One of the first steps in doing so is creating a folder of information for major donors, which is actually a pitch letter.

You’ll want to have an established relationship with potential donors and then you’ll want to use this folder as a supplement to a face-to-face meeting, as you ask for a monetary gift.

Nonprofit organizations should think of major donors as investors. Often from a business background, these individuals see their donations as a financial investment. They are looking to see a return on their gift and the impact their investments make.

Thinking of the major donor folder as a pitch letter to an investor will help you put together a pertinent and effective presentation and information packet.

Elements of a Great Major Donor Folder

So what should you include in a major donor folder? Here are a few suggestions that you’ll personalize to both your organization and the major donor relationship you are cultivating:

The pitch: The pitch needs to present the why (what is the problem?) and the how (how your organization provides a solution). Personalize the solution by incorporating ways the major donor’s involvement could be an asset to your work and efforts. Use vivid storytelling and concrete examples for emotional appeal.

Financial accountability and return on investment: Providing a detailed accounting of how donations are used builds trust and also helps donors picture their gifts at work. When you give a dollar a name on a paper, it becomes a more tangible item that inspires donors to better understand the return on their investment.  

Options for giving: Don’t just ask the prospective donor for a specific amount of money with no context or other options. These investors typically don’t like to be “told” how to spend their large gifts. Instead, lay out several areas of need—whether that’s cash, goods or products, or something else. Paint an accurate picture of where your organization is most lacking and how the donor’s gift(s) could really make a huge impact.

Specific recommendation for giving: Your “ask” should be well researched and organized. Make sure you’ve considered how you believe the donor could best fit your organization. For example, if your donor works with youth, then perhaps you could recommend a gift to a program that is targeted to youth.

Make the ask direct, always focused on how the donor’s gift can make a difference. Use specific descriptions such as, “We need X amount for Y program so that we can continue our work with Z. Your gift would help prevent A and help ensure that B carries on for years to come.”

Other items to include in your folder:

Feel free to include other items that you believe would be particularly meaningful to your pitch, but don’t inundate the potential donor with paper. These may include:

  • Annual report
  • Strategic plan
  • Vision and goals
  • List of key personnel (i.e., board of directors, staff, missionaries, etc.)
  • Promotional materials (i.e., informative brochures about programs, etc.)
  • Visuals (photos, screenshots, other images, especially of the results of your work)
  • A hand-written thank you note (thanking them for their time and/or previous time or donations)
  • A small thank you gift (such as a bookmark or magnet)

A well put-together major donor folder can be a valuable asset to nonprofits as you seek new gifts. When you carefully research and curate items to include—using a “pitch to investors” mindset—you’ll create an effective piece that should help secure new major donors for your years to come.

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