Tammy Zonker on How to Attract Major Donors 

The challenge: It’s not one-size-fits-all

One of the most common pain points I hear from colleagues is the struggle to define what constitutes a “major donor.” There’s no universal threshold. For a small community nonprofit, a $5,000 gift might be transformational, while for a large university, major gifts may start at $100,000 or more. Early in my career, I made the mistake of chasing “big fish” based on someone else’s definition, only to realize that meaningful giving is deeply contextual.

Key takeaway: Define a major donor based on your organization’s unique needs, budget, and strategic goals. This clarity will focus your team’s efforts where they matter most.

What motivates major donors? Impact, legacy, and values

In my experience, major donors are not motivated by recognition alone. They want to see their values reflected in your mission, to create a lasting impact, and to leave a legacy. 

Practical strategies:

• Ask open-ended questions about what they want to accomplish through their giving
• Listen for clues about causes that resonate with their personal story
• Share stories that connect your mission to their values
  

Prospect research: Blending data and intuition

I’ve found that prospect research is both an art and a science. Today’s best practices involve a blend of wealth screening, affinity indicators, and AI-driven insights. Tools like DonorPerfect can help you identify capacity, but don’t overlook “giving signals” such as event attendance, volunteerism, or social media engagement.

One approach I’ve seen work well:

• Use AI tools to segment your database by capacity and affinity
• Prioritize prospects who show both the ability and the passion to give
• Regularly update profiles with new information from board members and peers

Learn how prospect research tools work in the DonorPerfect system! Explore its integration with DonorSearch in this free guide: Your Guide to Major Gift Fundraising.

Crafting a compelling case for support

No matter how sophisticated your research, you still need a story that moves hearts and minds. I always advise teams to focus on vision, urgency, and outcomes. Donors want to know: Why now? What will their gift make possible? What’s at stake if they don’t give? Big visions attract big gifts.

Case study:

At one organization I worked with, we reframed our annual campaign around a bold vision for expanding mental health services in a historically excluded community. By articulating the urgent need and specific outcomes, we secured three new six-figure gifts from donors who had previously given at much lower levels.

Leverage board and peer networks

Social capital is your most powerful door-opener. I’ve seen countless examples where a warm introduction from a board member or peer led to a first meeting that would never have happened through cold outreach. Encourage your board to open doors, make introductions, and share their own giving stories.

Action steps:

• Host small gatherings where board members can invite their networks
• Equip your board with talking points and impact stories
• Recognize and celebrate board members who help cultivate new relationships
  

First impressions matter: Make outreach personal

The first touchpoint with a prospective major donor sets the tone for the entire relationship. In my experience, a personalized, respectful, and relevant approach stands out. Avoid generic emails or mass mailings. Reference something specific about their interests or past involvement.

Example:

A colleague once sent a handwritten note referencing a donor’s recent speech at a community event. That small gesture opened the door to a meeting and, eventually, a transformational gift.

Encouragement and call to action (CTA)

If there’s one thing I’ve learned in nearly 30 years, it’s that major donors are people first. They want to be inspired, respected, and engaged in meaningful ways. Don’t be afraid to start small, experiment, and learn as you go. Every organization—and every donor—is different, but the fundamentals of building genuine relationships never change.

I encourage you:

• Reflect on your current approach to major donor attraction—where can you add a more personal, values-based touch?
• Share your stories—what’s worked, what hasn’t, and what are you curious about trying next?
• Reach out to your peers and board members to brainstorm new ways to open doors and make connections

Let’s keep this conversation going! I’d love to hear about your successes and challenges, and I’m always happy to offer advice or a listening ear. Together, we can spark the kind of transformational giving that changes lives—not just for your organization and program participants, but for your donors, as well.

What’s next?

Stay tuned for Part 2 of this series, where I’ll share my best tips on how to retain major donors and turn that first gift into a lifelong partnership. In the meantime, feel free to send me your questions or share this post with colleagues who might benefit.