Major donors play a big role in the success of many not-for-profits in Australia and New Zealand. Their significant contributions can fund crucial programs, launch new initiatives, and drive lasting impact. However, cultivating relationships with major donors and securing these transformational gifts requires a strategic and personalised approach.
Understanding major donors
Major donors can be individuals, families, or foundations with the capacity and inclination to make significant financial contributions. They are often passionate about your cause and seek a deeper connection with your organisation.
In Australian and New Zealand, building trust and personal connections are paramount. Major donors often prioritise relationships with the organisations they support and appreciate a tailored approach.
Cultivating relationships with major donors is a long-term investment, requiring careful planning, personalised communication, and a focus on building trust and demonstrating impact. A donor management CRM, like Klevr Fundraising is a must for any organisation strategically targeting Major Donors.
Top tips for effective major donor fundraising in 2025
1. Identify and study potential donors:
- Prospect Research: Thoroughly research potential major donors to understand their philanthropic interests, giving history, and capacity. Klevr Fundraising’s comprehensive donor profiles can help you centralise this information and track your interactions.
- Relationship Mapping: Leverage LinkedIn Sales Navigator integration to identify existing connections within your network who can introduce you to potential major donors. Leverage your board members, staff, and volunteers to build relationships, especially through local networks and community events.
2. Cultivate relationships and make a real connection
- Personalised Communication: Tailor your communication to each donor’s interests and preferences. Klevr Fundraising allows you to segment donors and automate personalised email campaigns, ensuring your messages resonate.
- Meaningful Engagement: Invite major donors to exclusive events, provide behind-the-scenes access to your programs, and offer opportunities to meet with your leadership team. Prioritise face-to-face meetings whenever possible to build rapport and demonstrate your commitment.
- Demonstrate Impact: Regularly share impact reports and stories showcasing how major donor contributions make a tangible difference, emphasising outcomes. Klevr Fundraising’s reporting tools can help you track and visualise this impact.
3. Develop compelling proposals
- Tailored Proposals: Craft compelling proposals that clearly articulate the need, your organisation’s approach, and the expected impact of the major donor’s investment, aligning with their philanthropic interests and giving trends.
- Focus on Outcomes: Emphasise the tangible outcomes and long-term impact of the proposed project or program, highlighting its relevance to the local community.
- Offer Naming Opportunities: Consider offering naming opportunities for significant gifts to recognise the major donor’s contribution.
4. Manage the major gift pipeline
- Track Opportunities: Use Klevr Fundraising’s opportunity management tools to track potential major gifts, including the expected amount, close date, and decision process.
- Manage Stakeholders: Identify and track key stakeholders involved in the cultivation process, including board members, staff, and volunteers. Klevr Fundraising’s stakeholder table provides a centralised view of these relationships.
- Address Challenges: Anticipate and address potential objections or challenges that may arise during the cultivation process. Klevr Fundraising’s issues table allows you to track and manage these concerns effectively.
5. Steward major donors
- Express Gratitude: Promptly and sincerely thank major donors for their contributions.
- Maintain Communication: Keep major donors informed about the progress of their funded projects and the overall impact of their support, using Klevr Fundraising’s communication tools to personalise and schedule updates.
- Build Long-Term Relationships: Continue to cultivate relationships with major donors even after they have made a gift, inviting them to events, providing ongoing updates, and encouraging them to consider legacy giving as part of their long-term philanthropic plans.
Klevr Fundraising empowers major donor giving
Klevr Fundraising provides the tools and features to support your major donor fundraising efforts in Australia and New Zealand, including:
- Comprehensive Donor Profiles: Centralise donor information, track interactions, and manage relationships effectively.
- Opportunity Management: Track potential major gifts, manage stakeholders, and address challenges.
- Moves Management: Segment donors and automate personalised email campaigns to facilitate moving a donor through the stages of cultivation and solicitation.
- Impact Reporting: Track and visualise the impact of major donor contributions.
By implementing these tips and leveraging the power of Klevr Fundraising, not-for-profits in Australia and New Zealand can cultivate stronger relationships with major donors, secure transformational gifts, and drive greater impact for their causes.