In the world of philanthropy, we talk a lot about strategy—campaign goals, donor pipelines, gift pyramids, and the like. But when you peel back the layers, the truth becomes clear: people give to people, and people give to causes. When it comes to major gifts, this principle is especially significant.
People Give to People
Behind every transformational gift is a relationship. Donors aren’t motivated to make their best gift because of a glossy brochure or a gala dinner. They give because someone, whether it’s a president, a board member, or a development officer, took the time to build trust, understand their passions, and invite them into a meaningful opportunity.
Major giving is deeply personal and driven by more than a desire to meet a goal or fill a need; it’s rooted in belief. Donors make their best, transformational gifts when they trust that their investment will be used and leveraged for a meaningful and lasting impact. These donors want to be seen, understood, and assured that not only is the organization doing good work, but it has a vision, strategy, and plan for growth.
So yes, while people give to institutions, more often than not, they give through people they believe can leverage their support to strengthen the organization.
People Give to Causes
Major gifts require strong vision. A donor may love the person asking, but the cause must resonate. Is it compelling? Is it urgent? Does it align with their vision for the world?
Major donors don’t just want to support something; they want to move something. They want to see the results and be part of a story that matters.
This is where clarity and communication come in. A compelling case for support, rooted in real impact and possibility, gives donors something to rally around. The spark happens when you connect that case to their personal values.
Where the Magic Happens
The most successful major gifts live at the intersection of purpose and personal connection. The donor is connected to the mission and motivated by the relationship. They see a trusted partner inviting them to make a real difference in a cause they care deeply about.
It’s a fundraiser’s job to manage both sides of this equation. We cultivate relationships with authenticity and integrity. We tell stories that illuminate the mission’s urgency and impact. And we remember that behind every major gift is a human moment—a generous act rooted in connection and conviction.
Because at the end of the day, major giving isn’t just about money. It’s about relationships.
Bringing It All Together
At the heart of every major gift is a meaningful connection. As you shape your major gifts strategy, prioritize the relationships and shared values that bring your mission to life for your donors. When donors feel both trust and inspiration, their generosity will follow.