Where Do I Find New Major Donor Prospects?

“Where do I find new major donor prospects?”

This is one of the most common questions we get from fundraisers.

And I get it. There’s a lot of pressure—especially from your CEO or board—to “go find the wealthy people in town.” You’ve probably heard these kinds of questions before.

“Can you get lunch with that business owner?”

“I heard the hospital just got a big gift from that couple—can we reach out to them?”

Here’s the truth: that rarely works.

It sounds exciting to land a brand-new, big-time donor out of nowhere. But major gift fundraising doesn’t happen that way. It’s not about hope or magic. It’s about method.

The good news? In almost every case, your future major donors are already in your database.

Start with Who You Already Have

If I were starting a new major gift program tomorrow, I’d begin by digging into the donor database. I’d look for anyone who’s given $1,000 or more in any single year over the past few years.

Why? Because they’ve already shown they care. They’ve already invested. That’s the foundation of a great relationship.

And if you don’t have many donors giving at that level, keep digging. Look for consistent givers—maybe $25 a month or $500 a year. Then do some research. A donor giving $600 a year might have the capacity to give much more; they just haven’t been asked in a way that inspires them yet.

Ask Around and Do Some Homework

Once you have a list of potential major donors, bring in your team. Ask your staff, board, or volunteers if they know anyone on that list. You’d be surprised how many connections exist that you don’t know about.

And yes, do a little online research. Google, LinkedIn, public records—all of these can help you understand more about who your donors are and how they’re connected.

Then You Can Look Outside

Once you’ve fully explored your current donor base, then it might make sense to look externally.

But even then, don’t start cold.

Ask your current major donors to introduce you to their friends or host a small event. Ask your board members to open doors. Speak at local events where you can share your mission authentically. That’s how genuine relationships start.

The Often-Overlooked Secret: Mid-Level Donors

One of the most effective ways to grow your base of major donors is to invest in a mid-level program.

Here’s why: your next generation of major donors is probably giving between $500–$9,999 right now. They’re passionate. They’re consistent. But they’re not getting the kind of personal attention that could inspire them to give more.

When organizations invest in a solid mid-level strategy—one that thanks donors personally, learns their passions, and connects them to meaningful opportunities—we see incredible growth.

Donors who start at $1,000 move to $5,000… then $10,000… and before long, you’ve got a thriving major gift portfolio.

There’s No Magic Bullet

Finding major donors isn’t glamorous, and it’s not about hanging around the country club (unless you really like golf). It’s about investing time and attention in the people who already believe in your mission.

Do that, and you won’t have to go find new major donors. They’ll naturally rise up from within your community.

You’ve got what you need. The work now is to start looking closer.