The Deeper Reason Your Donor Gives

Every person has a story. Every donor on your caseload has one too—a journey that has shaped their passions, their values, and their deep desire to feel significant.

At the heart of giving is a universal human need: the need to matter. Whether they’re aware of it or not, your donor is looking for significance. And one of the ways that need shows up is through generosity. Giving allows them to express something personal, something meaningful, something lasting.

This is why your work as a major gift officer is so important. When a donor gives, they’re not just making a financial transaction. They’re offering part of themselves. They’re placing their trust in you to help fulfill something they care deeply about. And that is no small thing.

Many times, a major gift fundraiser will ask me how to move a $10,000, $20,000, or even $100,000-a-year donor to the next level in their giving. And I always start with one question: “Do you know why that donor is so invested in your organization? What is the donor’s story?”

Almost every time, the answer is something like, “Kind of, but not really.”

If you’ve built a strong structure for your major gift program—with clear management and accountability—but you’re still finding that it’s just treading water, you need to ask yourself how well you really know your donors. Because that story, that reason behind the giving, is what unlocks deeper engagement and larger gifts.

But it’s never just about landing and processing a gift. It’s about honoring what that gift represents: a desire to be part of something bigger than themselves, to make a difference, to leave a legacy. That’s why your role must go beyond stewardship checklists and acknowledgment letters.

It requires empathy, attention, and presence.

You know how it feels when your own need for meaning is dismissed or overlooked. You know what it’s like to want your values to be heard and respected. Your donors feel the same way. That’s why it’s your responsibility to listen closely, understand what drives them, and help connect their giving to real impact.

When you take the time to understand your donors’ stories—and give them a place to express what matters most—you’re doing more than raising money. You’re helping people find purpose. And in doing so, you’re creating a deeper, more lasting relationship that can transform both their lives and the mission you serve.

That’s the true work of major gift fundraising. And it’s a privilege we must never take lightly.