Why major donor fundraising?

The Sunday Times Giving List topped £4 billion for the first time in 2021, a 36% rise on the previous year and at the same time that these donor’s asset value fell. Philanthropists are giving, and giving more, regardless of fluctuations in their personal wealth.

A single major donor can have a huge impact on a charity of any size. A major donor programme can consist of a single donor or hundreds of donors.

Major donor fundraising is suitable for all charities, whatever your size or stage. It is a technique for building relationships with people to secure their significant and ongoing support, which will usually be through large gifts, advice, introductions to other significant donors and more.

When you know who to approach, what to approach them with and how to do it well, major donor fundraising will provide you with a step change in your fundraising income.

How we can help you

  • We will uncover your potential and build a realistic and ambitious programme with you.

  • We involve senior staff and trustees from the start and outline what needs to be done.

  • A step-change in income is not viable from most areas of fundraising, yet major donor fundraising is one key area where this is possible.

  • We will provide guidance on packaging your core work as well as projects that will suit major donors.

  • Working alongside us will teach you the skills you need to start well. Our training will give staff and leaders the skills they need.

  • Let us work with you to kick start your programme.

The Money Tree Fundraising Approach

Donor interviews sit at the heart of our approach and with more than 100 interviews conducted so far, we know major donors and we know major donor fundraising.

We have worked with more than 50 charities keen to develop major donor programmes. Ahead of working with us, they all faced the same barriers to success:

  • Not knowing how to find donors to approach

  • Not writing compelling proposals that work for donors

  • Not building strong relationships

  • Not asking for the gift

  • Not having the backing of their organisation

  • Not being able to measure or report back on the impact of a gift

  • Not being consistent over the years

The Major Donor Kick Start programme delivers:

  • Identification and qualification of potential donors

  • A strong written proposal to engage donors now and in the future

  • Workshops with trustees and senior staff to debunk myths and secure commitment

  • Coaching in making the ask

  • The processes that underpin an effective major donor function

  • Training in the art & science of donor cultivation

  • Planning for long-term success

Image of diagram showing the who, what and why of fundraising

  • "Our partnership with MoneyTree Fundraising, initiated in 2020, marked a pivotal moment for our Philanthropy team. Kitty Hazell was our dedicated associate consultant from MoneyTree Fundraising and she seamlessly integrated herself into our organisation's fabric by delving deep into understanding our mission, our people, and the intricate tapestry of our strengths and challenges. Kitty quickly became more than a consultant; she became an indispensable extension of our team."