Glossary
Revenue & Donations

Major Gift Solicitation

By: Alec Hollingsworth
Updated:  
June 16, 2025

DEFINITION:

Major Gift Solicitation is the process of seeking large donations from key supporters through personalized outreach and relationship-building.
Major Gift Solicitation refers to the strategic process by which nonprofits identify, cultivate, and directly ask potential donors for significant financial contributions, typically considered to be gifts larger than the organization’s average donation. This process involves research, relationship-building, personalized communication, and often multiple engagements with the donor. Successful major gift solicitation generally includes preparing tailored proposals, involving organizational leadership, and providing recognition or stewardship opportunities. It is a critical component of fundraising, as major gifts can substantially impact an organization’s ability to fund programs, launch capital campaigns, and achieve long-term sustainability.

Key Takeaways

  • Targets donors capable of making significant contributions
  • Requires research and relationship management
  • Often involves leadership and tailored proposals
  • Major gifts are vital for long-term sustainability

Why It Matters

Major gifts can dramatically advance a nonprofit’s mission and long-term financial health.

Real World Example

A community health nonprofit identifies a local business leader with a history of philanthropy. After several personal meetings and sharing the nonprofit’s vision, the executive director invites the prospect to tour their facility. Impressed by the impact, the donor is presented with a proposal to fund a new outreach program. The donor commits to a $50,000 gift, which is tracked and acknowledged within the nonprofit’s donor management system. This major gift enables the nonprofit to launch the program and expands their services, demonstrating the importance of a thoughtful major gift solicitation strategy.

How Aplos Helps

Aplos makes tracking major gifts easy by allowing nonprofits to record donor interactions, assign follow-up tasks, and track pledge fulfillment. With Aplos, organizations can segment donors and monitor the progress of major gift campaigns to ensure effective solicitation and stewardship.
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Frequently Asked Questions

What qualifies as a major gift?

A major gift is typically defined by a threshold amount set by each organization, often significantly higher than the average donation.

How do nonprofits identify major gift prospects?

Nonprofits use donor research, giving history, and engagement levels to identify individuals with the capacity and inclination to make large gifts.

Why is stewardship important after a major gift?

Stewardship builds ongoing relationships, ensuring donors feel valued and are more likely to give again in the future.

Can major gift solicitation be automated?

While relationship building is personal, tools like Aplos can automate tracking, reminders, and reporting to streamline the process.

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