Example Major Gift Planning Table
| Donor profile | Previous gift | Suggested ask | Conversation approach | Possible next step |
|---|---|---|---|---|
| Longtime annual donor | $10,000 | $25,000–$50,000 | Connect loyalty to a larger measurable impact. | Offer a two-year pledge. |
| Former board member | $25,000 | $75,000 | Reference leadership history and campaign urgency. | Schedule a proposal follow-up. |
| Newly engaged prospect | $5,000 | $15,000–$25,000 | Use discovery questions before making the ask. | Share a tailored impact brief. |
| Family foundation | $50,000 | $100,000+ | Emphasize outcomes, governance, and reporting. | Submit a formal proposal. |
How to Prepare for a Major Gift Ask
A major gift conversation works best when it begins with preparation rather than pressure. Review the donor’s relationship with your organization, prior giving, interests, recent engagement, and any communication preferences already known. The purpose is not to guess personal wealth. Instead, use verified relationship information to identify a reasonable opportunity that connects the donor’s goals with a specific organizational need.
Build a Clear Case for Support
Your script should explain why the project matters now, what the requested funding will accomplish, and how the donor’s support can create measurable impact. Use accurate numbers and realistic outcomes. One concise impact story can make the need understandable, but it should never replace transparent facts. State the campaign goal, current progress, project timing, and intended use of funds when those details are appropriate for the conversation.
Make the Ask Directly
A strong ask is respectful, specific, and easy to understand. Once you have discussed the donor’s interests and the funding opportunity, transition naturally to a clear request. State one amount or a carefully framed range. Then pause. Silence gives the donor room to think. Avoid immediately lowering the amount or adding unnecessary explanations simply because the donor takes time to respond.
Respond Without Pressure
Prepare for yes, maybe, no, and lower-counteroffer responses. When a donor needs more information, agree on the material they need and a reasonable follow-up date. If the donor declines, protect the relationship and thank them for considering the opportunity. For accepted gifts, confirm amount, purpose, timing, recognition, and next steps. Every conversation should end with clear stewardship, accurate documentation, and genuine appreciation.