If you’re struggling to raise major gifts, it’s probably not because you need a new CRM, a slicker campaign, or a perfectly polished case statement.
More often than not, the issue is much simpler: you’ve skipped the fundamentals.
Over the years, I’ve had the privilege of coaching countless fundraisers, and I’ve noticed the same pattern again and again. Whether you’re brand new to major gifts or trying to reboot a plateauing program, it all comes back to mastering a few timeless, non-negotiable principles.
Let me share the ones I wish every fundraiser knew from the very beginning.
1. It’s Not About What You Need
Donors don’t give because you have a need. They give because you have a vision.
They’re always asking:
- Do I believe in what you’re doing?
- Do I trust you with my money?
- And is this the moment?
You can’t skip these. If even one is unclear, the answer will be “not now.”
2. Get the Meeting
You can’t ask for a gift if you can’t get in the room. Everything starts with the visit.
And when people ask me what role their board should play in fundraising, I say: start here. Don’t ask them to ask for money. Ask them to help you get meetings.
3. Confidence Is Key
When you walk into a donor meeting, you’re not begging. You’re offering a bold, exciting opportunity.
If you feel like a burden or an interruption, the donor will sense it. But if you show up with conviction and clarity, it creates momentum. Remember: people give to confident vision.
4. Sell the Dream
Don’t lead with a problem. Lead with possibility.
Donors don’t want to rescue sinking ships. They want to move mountains. Invite them into something that stirs their soul and makes them sit up a little straighter.
5. Remember the Human Side
Yes, you need a plan. Yes, data matters.
But the best fundraisers I know have three traits that can’t be taught in a spreadsheet:
- Empathy (they genuinely care)
- Energy (they bring life to the meeting)
- Enthusiasm (they believe in the mission)
That combination is powerful.
The truth is, major gifts fundraising isn’t complicated—but it is easy to forget what actually works. Whether you’re brand new or just need a reset, take some time to return to the basics.
And if you want to dig deeper, I just released a new episode of the Major Gifts Fundraiser Podcast where I unpack these lessons in more detail (including stories from the early days):
🎧 Listen to Lessons Learned: The Fundamentals of Major Gifts Fundraising (Part 1) on Spotify
Or drop me a note anytime: Clark@MajorGiftsFundraiser.com