In 2025, Major Gift Fundraising is More Important than Ever

A recent New York Times article was titled, “White House Budget Office Orders Pause in All Federal Loans and Grants,” and it took my breath away.

If this “pause” holds for several days, the implications for the nonprofit sector are vast, to say the least.

Diversify Your Funding and Seek Major Gifts

I don’t believe private citizens can ever come close to replacing federal funding for necessary programs and services. Regardless, every nonprofit should work toward diversifying funding streams including — and especially — major gift fundraising.

This is nothing new. I’ve been writing and speaking about raising major gifts for over a decade. However, just like after the crash in 2008, the time to speak with donors is NOW (and with a renewed sense of urgency).

If you’ve been hesitant to get started, nervous about asking, or not sure what to do next, you’ve come to the right place. Read on…

The Power of Permission-Based Asking

The good news is that most major gift fundraising is simply common sense. Follow your instincts and be authentic. Let’s run through the basics, just in case you need a refresher.

First, Identify Your Best Potential Donors

I’ve written numerous posts on how to identify the best major gift prospects for your organization. Once you have a list, it’s time to move into action.

How well you know each donor determines your approach:

• With board members and other well-known volunteers, you’re probably only one conversation away from soliciting a bigger gift.
• With donors you don’t know, it may take a bit more cultivation.

Always Ask Your Donor for Permission

Whether you’re new to major gift fundraising or not, always remember — whoever your donor is, the best approach is always to ask permission. You might say something like:

As you know, one of my jobs is to ensure this organization has the financial resources to support our important work. Would you be willing to schedule time in the next two weeks to discuss our needs and how you might help?

You’re asking permission to ask for a gift. If the person says “yes,” you’re in!

Now it’s time to prepare for that meeting.

Major Donors are Your Partners in Your Mission

When meeting with donors, be honest, open, and humble. It’s okay to let donors know that you’re not excited to be fundraising, but that your organization couldn’t do the work you do without private support.

Remember that donors also want to see your programs and services happen, and they couldn’t do it without you! In other words, they believe in your mission, but they don’t have the time, skills, or know-how to feed the hungry or house the homeless.

You need them, and they need you. Keep that in mind when you converse with your donors. It will boost your confidence and keep the fear of asking at bay.

It’s Okay to Admit You are Nervous

If you’re uncomfortable asking for money (and most of us are), it’s perfectly okay. In fact, you should use it to your advantage. You might say something like:

I don’t love asking for money, so I hope you’ll forgive me for any awkwardness. However, the [kids / environment / community / etc.] is too important for this conversation not to happen.

I’m not sure how much to ask for, so I’d like to share how much we need. Would that be okay?

But then — and this is key — you need to be specific. Say something like:

Our afterschool program costs $500K each year. We’re hoping you might consider a lead gift in the range of $50,000.

Then, be quiet and listen to their response. If they’re not ready to commit on the spot, make a follow up plan and follow up!

Major Gifts Won’t Raise Themselves — It’s Up To You

I often say, “raising major gifts is simple, but not easy.”

If you’ve always wanted to raise major gifts, but haven’t had the courage or know-how, now’s your chance. I spent much of my career teaching development directors to raise major gifts. I’ve learned what works and incorporated it into an online program — Mastering Major Gifts.

Learn about Mastering Major Gifts »

I’ve been operating this course for nearly a decade, and it’s helped countless fundraisers master this critical skill.

Last chance to join — Due to the increased time commitments required by Capital Campaign Pro, I’ve made the bittersweet decision to sunset the program at the end of 2025. Therefore, the last cohort ever will start in February.

Join Now — your final chance »

Enrollment ends February 1st at midnight. I’d love for you to join us in the final MMG cohort. This program has so much to offer, and I’m so very proud what past participants have accomplished with the skills and confidence they’ve gained.

But sadly, this is it. After Friday, you’ll never have another chance to join. Don’t let this opportunity pass you by — especially now, with so much turmoil on the horizon.

Be well, and remember your mission. We’ll get through whatever comes — together.