Developing a Major Gifts Pipeline: From Identification to Solicitation
Tammy Zonker
Major gift expert and keynote speaker. Helping fundraisers and nonprofit leaders transform their fundraising so they can transform the world.
Welcome to Scaling Major Gifts: A weekly newsletter sharing strategies, action steps, and ideas for scaling major gifts by Tammy Zonker.
After nearly 30 years in nonprofit fundraising, I've seen firsthand how a robust major gifts program can transform an organization. Yet, I've also witnessed countless development professionals struggle to build and maintain an effective pipeline. In this edition of Scaling Major Gifts, I want to share some insights that have helped me and my clients overcome common challenges in developing a major gifts pipeline.
The Importance of a Strong Pipeline
In my experience, a well-structured major gifts pipeline is the lifeblood of any successful fundraising program. It provides a clear roadmap for moving prospects from initial identification to cultivation, solicitation, and stewardship. Without it, we're often left scrambling to meet fundraising goals or relying too heavily on a small pool of donors.
Common Challenges and Solutions
1. Identifying Prospects
One of the biggest hurdles I've encountered is simply finding enough qualified prospects. Many organizations struggle with this, especially smaller nonprofits.
Solution: I've found that leveraging your existing donor base is often the most effective starting point. Look for loyal annual fund donors who have the capacity to give more. In my work with one organization, we identified 50 new major gift prospects by analyzing giving history and using wealth screening tools. This expanded their pipeline by 30% in just three months.
2. Limited Time and Resources
Development officers often wear many hats, leaving little time for focused major gift work.
Solution: Prioritization is key. I advise my clients to block out dedicated time each week for major gift activities. Even just 2-3 hours a week can make a significant difference. One development director I worked with increased major gift revenue by 25% in one year by committing to this practice.
3. Engaging Board Members
Getting board members involved in the major gifts process can be challenging but is crucial for success.
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Solution: Education and clear expectations are essential. I've led workshops for boards to help them understand their role in major gift fundraising. Providing specific, manageable tasks (like making thank you calls or hosting small gatherings) can increase engagement. In one case, this approach led to a 40% increase in board-referred major gift prospects.
4. Moving from Cultivation to Solicitation
Many fundraisers struggle with knowing when and how to make the ask.
Solution: Develop clear cultivation plans for each prospect with specific milestones. I use a simple rating system to track prospect readiness. When working with a healthcare foundation, this approach helped increase their major gift closure rate from 20% to 35% in one year.
Actionable Takeaways
Building an effective major gifts pipeline takes time and effort, but the rewards are immeasurable.
I've seen organizations double and even triple their major gift revenue by implementing these strategies consistently. Remember, every major donor relationship starts with a single conversation. Be patient, persistent, and always focused on the donor's interests and passions.
I'd love to hear about your experiences with major gift fundraising. What challenges have you faced? What strategies have worked well for you?
Share your thoughts in the comments below. Together, we can continue to refine our approach and make an even greater impact through major gift fundraising.
Tammy Zonker, Major Gift Expert & Keynote Speaker, Fundraising Transformed
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