While your organization should seek to retain donors at all levels, creating a major donor retention plan is essential. Research shows that while these donors typically comprise only around 12% of the average nonprofit’s donor base, they contribute a staggering 88% of funding.

According to the Fundraising Effectiveness Project, nonprofits retained 42.1% of major donors ($5K-$50K) between 2023 and Q2 2024 and 46.4% of supersized donors ($50K+). To uphold this trend, your organization must invest in major donor retention and build relationships with your nonprofit’s largest contributors.

Use the strategies in this guide to kickstart sustainable major gift fundraising, foster strong donor relationships, and ultimately save your organization time and money that you would otherwise spend on new donor acquisition.

1. Create personalized cultivation plans.

Creating and adhering to a personalized cultivation plan for each major donor ensures these donors get the time and attention they deserve for their generous contributions. Follow these steps to develop more genuine relationships with your donors through individualized outreach:

  • Identify the projects and programs in which donors are invested. Perhaps one major donor is also a longtime volunteer interested in supporting your volunteer program. Maybe another donor is a former recipient of your nonprofit’s services, and they have an affinity for your community outreach efforts. Pinpoint the elements of your mission that major donors connect with and emphasize those aspects in your communications.
  • Track all major donor interactions. Your donor management system should enable you to view each major donor’s engagement history, including every message they’ve interacted with and each event or meeting they’ve attended. Apply this information to your relationship-building efforts. For example, you may thank donors for attending your gala in subsequent phone calls or ask for their feedback on your email communication strategy when you see them at your next in-person meeting.
  • Create a major donor society. A major donor society is an exclusive club where donors can access specific perks based on their donation level. Send a personalized welcome message and let donors know what tier they belong to. Then, explain the perks they can access, such as exclusive events or nonprofit merchandise.

Bloomerang’s major gift guide explains that each organization may define major gifts differently depending on their average gift size. To further personalize your cultivation efforts, create a gift range chart that helps you determine how many gifts you’ll need at each level to reach your fundraising goals. Then, segment major donors based on these levels and steward them with relevant opportunities.

2. Stay in touch over multiple platforms.

Ongoing communication is key to keeping major donors informed about your nonprofit’s projects and programs. The more donors know about your current priorities, the more likely they will continue contributing.

Use various channels to ensure donors encounter and engage with your messaging multiple times. Encourage them to continue lending their support by:

  • Sending regular emails from your organization’s executive director. Update major donors on your nonprofit’s priorities, projects, and goals so they know what their funds will support. When these emails come from one of your nonprofit’s leaders, donors will trust that the enclosed information is accurate and reflects your organization’s objectives.
  • Scheduling regular meetings to provide updates. Meet with major donors one-on-one to personally present updates about your organization and allow them to ask questions about how you’re using their funds. A study by The Generosity Commission shows that 67% of donors want to know exactly how nonprofits use their contributions, so dive into the details as much as possible to explain your current resource allocation strategy and how it drives impact.
  • Summarizing key statistics on social media. Play into social media’s visual focus to demonstrate donors’ impact. Post photos, infographics, and videos illustrating how donors make a difference, such as images of volunteers building a new home for a community member or a graph summarizing recent donation statistics.

To optimize your communications, solicit donors’ feedback. Ask them what updates they’d like to receive and which channels they prefer to base your communication strategy on donor data and ensure it fits their needs.

3. Invite major donors to engage in new ways.

Some of your major donors may be content with simply donating to your organization. Others may want to get more involved and familiarize themselves with your nonprofit’s day-to-day operations. Give major donors the inside scoop on your cause by inviting them to engage in multiple opportunities, such as:

  • Volunteer events. Volunteering gives major donors a first-hand look at the impact of their gifts on your volunteer program. It also allows them to build personal relationships with your staff and fellow volunteers, leading to a stronger sense of community within your organization. Kindful recommends leveraging a volunteer management platform that syncs with your CRM to “view all supporter details in one database” and “cultivate volunteers as donors and donors as volunteers.”
  • Board member positions. Some major donors may be interested in joining your organization’s leadership team. Highlight board positions when they become available, and explain the responsibilities involved in each role.
  • Feasibility studies. If you’re hosting a capital campaign, invite major donors to participate in your feasibility study so they can provide feedback on your plan and goals. Their unique perspective can illuminate new considerations or concerns, and they’ll likely feel empowered by this opportunity to assist your fundraising efforts directly.
  • Advocacy. Advocacy campaigns raise awareness of your nonprofit’s mission in the community. Major donors can support these campaigns by sharing petitions or contacting legislators on your organization’s behalf.
  • Influencer opportunities. Some major donors may be thought leaders with large social media followings. Engage these individuals in a new way by asking if they’d like to be influencers for your cause to help establish credibility for your mission and expand your audience.

Participating in these opportunities allows major donors to see different aspects of your mission and find activities that suit their interests and skills, leading to fulfilling, mutually beneficial, long-term relationships with them.

4. Ask for another gift strategically.

While you shouldn’t send a follow-up donation request too soon after a donor has contributed, you also don’t want to risk waiting too long and falling off donors’ radars. Create a personalized outreach strategy for each major donor to determine the best time to ask for a second gift.

For example, you might not ask your organization’s largest individual donor for another gift a mere six months after they contributed a monumental donation during your annual gala. However, for donors on the lower end of your major gift range, sending another request six months after their initial donation may be well-received.

First-time major donors will require your organization to conduct more research to determine their motivations and giving preferences. Review donor data in your nonprofit’s CRM to develop an ask strategy tailored to new major donors. Assess their past gift amounts to other nonprofits and wealth indicators like real estate ownership and stock holdings. These data points should give you a ballpark range of how much to request in your follow-up ask.

When it comes to major donor retention, don’t leave anything to chance. These surefire strategies will help develop long-lasting major donor relationships that benefit your organization for years to come.

To develop a thriving major giving program, assemble a dedicated major gifts team to regularly touch base with major donors and show appreciation for their contributions. This team will drive your major donor retention efforts forward, ensuring that your program is sustainable for the long term.