You Can Start a Major Gift Program—Even If You’re On Your Own

Not too long ago, a development director called to tell me how much she enjoyed one of our webinars on value attrition and why reviewing and analyzing data is so important before you start a major gift program.

However, she lamented that because she makes up the entire development team, there was just “no way” she could start a major gift program. “We’re too small an organization and everything you talk about is having a caseload of 150 donors to make up a portfolio, so quite honestly, I can’t even think about it.”

But by the end of our 30-minute conversation, she was convinced. Not only could she do it, but she also had a clearer picture of what it would look like to start small and grow into something sustainable.

That’s what inspired me to share more about how small shops can build effective major gift programs.

But first, let’s talk about the starting line.

Step One: Do You Even Have Donors?

This might sound basic, but it’s the place to start. We hear from people all the time who say they don’t really have donors yet, but they want to launch a major gift program.

If that’s you, start with your board. They should not only be giving themselves, but also opening doors to people in their networks who care about your mission. Invite them to connect you with their peers. If you’ve got a handful of loyal donors already, consider asking them to host a small gathering—a way to introduce new people to your work in a personal setting. That’s how you begin building momentum.

Step Two: Find the Hidden Major Donors in Your File

If you do have donors in your database, I can almost guarantee there are major donors hiding in there. You just haven’t identified them yet.

Here’s what to do:

1. Assess your data. Look at giving over time. Where’s the loyalty? Where are donors slipping away? Understanding your value attrition and retention rates is critical.
2. Define your major gift level. It doesn’t have to be $10,000 or even $1,000. For some organizations, it’s $500 a year—or even $250. The point is to identify the level at which it makes sense to give donors more personal attention. Run a simple report (even if it’s just in Excel) to see how many donors you have at each cumulative giving level.
3. Get organizational buy-in. This part is often overlooked, but it’s crucial. Your colleagues in programs, finance, and communications need to understand why you’re investing in major gifts. They need to see donors as partners in the mission, not just sources of money. Creating this shared mindset early will make your job a whole lot easier down the road.

The Good News for Small Shops

Yes, this takes effort. But here’s the encouraging part: smaller organizations often have an easier time shifting culture, building personal relationships, and making a noticeable impact quickly.

Even if you’re a one-person shop, you can start laying the groundwork today for a thriving major gift program tomorrow. And in this climate—where every donor relationship matters more than ever—that’s essential.