An Effective Major Gifts Plan Template: Just 4 Simple Steps

I’m regularly asked for a major gifts plan template. Over the years, I’ve worked to refine the process and make it as simple as possible. Here’s a major gift plan template broken down into 4 steps:

It seems simple, and it is, but the steps are easier said than done. (We’ll dive into each step below.)

The tricky part is staying on track and following through. It can also be challenging to allocate the time necessary to work the plan.

Add to that the fear and trepidation often felt by fundraising staff and this simple 4-step template can become downright difficult to follow. But don’t lose hope… keep reading.

Remember, Major Gift Fundraising isn’t Deadline-Driven

One key to remember is that all fundraising takes time. Grant writing takes time. Event planning takes time. Direct mail takes time. And, major gift fundraising takes time too. If you have time for the other types of fundraising, you can make time for major gifts too.

The problem is that major gift fundraising is the only type of fundraising that isn’t deadline-driven. Grants have deadlines. So do events. Even direct mail is often driven by deadlines if you need to get something out by Giving Tuesday or before Thanksgiving.

That’s not the case with raising major gifts. No one is sitting and waiting by the phone for you to call. Therefore, consistency and staying on track are the key.

Major Gifts Plan Template – A Look at Each Step

With that in mind, as long as you remain accountable and follow the four steps outlined below in this major gifts plan template, you WILL end up raising major gifts.

Step 1: Identify the best prospective donors for your organization.

This could be easy or difficult, depending on your donor database and history of fundraising at your organization. The key is to identify the top donors, as well as the most loyal donors to you organization and then sort them by “most likely” to give a major gift.

I like to start with a small, manageable number. I recommend starting with your top 20 prospective donors and working them through your major gifts plan before moving on to others.

Step 2: Build relationships with those donors and prospective donors.

Once you have your top 20 prospective donors you will work with initially, it’s time to strategically and thoughtfully build relationships with them. This doesn’t happen by accident. You need to be intentional.

Start by developing a one-page cultivation plan for each of your top twenty donors. Make sure to include a variety of interactions, which will get them closer to making a significant gift to your organization. Be sure to include individual, face-to-face conversations with each person on your list. The goal of these meetings should be to get to know them better, including what motivates their giving. You should also work to engage the donor in your work in a meaningful way.

Step 3: Ask for a gift.

This critical, yet obvious, step is often skipped or seriously delayed by inexperienced fundraisers. That’s because most fundraisers aren’t confident about asking. They aren’t sure when to ask, or how much to ask for.

Honesty is the best policy. Tell the donor you’re not sure how much to ask for. That will diffuse some of the tension you (and they) are feeling. Let your prospective donor know what the needs of the organization are, and how their gift could really make a difference. Once you’ve done that, it’s time to ask.

The most important thing is to ask for something specific — including a specific ask amount. That will help guide the conversation.

Step 4: Thank your donor and follow up.

Regardless of what your donor says, you want to be sure to say thank you and follow up. If they say no, thank them for their time and consideration. Keep them posted on the project and future needs.

If they say yes, thank them in multiple ways over a period of time. Thanking them in the moment goes without saying. A follow up email the next day is appropriate to recap and reiterate. Then, a special thank you after the gift arrives. And again, a few months later to share how their money was used and the difference they made.

Following this Major Gifts Plan Template

As I mentioned, most of the steps in the template are simple to grasp. It’s following through and working the template that’s the challenging part.

Sometimes all you need is a little extra structure and guidance. If that sounds like what you could use to keep yourself on track, I’ve got just the thing for you (and it won’t cost a cent). Check out my Major Gifts Challenge series:

Major Gifts Challenge »

This group of posts and videos was designed to walk you through the major gifts fundraising process over a series of weeks, one step at a time.

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Which step (or steps) in my major gifts plan template above give you the most pause? Let me know in the comments. I’d be happy to point out some additional posts and resources to help you along.