A Major Gift Shouldn’t Take More Than a Year to Close

Major gift fundraising is a critical component of nonprofit sustainability and growth. But let’s address an elephant in the room: it shouldn’t take more than one year to close a major gift. Sounds bold? Let’s break it down. By focusing on efficiency, relationship-building, and strategic moves management, you can ensure that your donors feel valued while keeping your major gift program running like a well-oiled machine.

When it comes to closing a major gift, respecting the donor’s timeline is critical—but let’s not confuse “respect” with an endless waiting game. Building a relationship takes time, yes, but it’s not an excuse to delay indefinitely. You wouldn’t ask for a gift on the first visit (you’re not selling timeshares!), but by visit 20, the donor might be wondering if you even know why you’re meeting. Strike a balance: cultivate trust, listen deeply, and move with purpose toward the ask. The goal is to align your timeline with the donor’s while keeping the focus on their impact—not your hesitation.

Here’s why (and how) to make it happen.

1. Donors Appreciate Momentum, Not a Marathon

Donors want to see their contributions making a difference today, not years from now. Dragging out the solicitation process for 18+ months risks losing their enthusiasm, their focus, and, frankly, their gift. A lengthy timeline gives space for other priorities (or organizations) to edge you out.

Think about it: If you had a great conversation with a donor in January, would you remember all the details by the following December? Neither will they! Act on momentum while the donor’s passion for your mission is fresh.

2. Every Interaction Should Move the Donor Closer to the Gift

Major gift fundraising is like a chess game, not a casual stroll through the park. Every meeting, email, or call should have a purpose and move the donor closer to a “YES.” If your interactions don’t advance the relationship, it’s time to reassess your strategy.

Consider this question: Are you strategically deepening the donor’s understanding of your mission, or just checking in for the sake of it? Donors appreciate thoughtful engagement, not time-wasting pleasantries.

3. The Clock is Always Ticking on Your Portfolio

Your portfolio size and the attention you give to each prospect are directly tied to your fundraising success. If one donor takes up years of your time without making a decision, it blocks you from cultivating others with equal or greater potential.

Pro tip: Regularly review your portfolio and ask, “Am I investing my time in prospects with the highest likelihood to give?” Bless and release those who aren’t ready, and focus your energy where it will have the greatest impact.

4. Donor Fatigue is Real

When cultivation drags on too long, donors may feel like they’re being over-cultivated or even manipulated. The result? They disengage. Avoid this by clearly defining your cultivation timeline and setting expectations with the donor early on.

For example, after the first meeting, you might say:
“Next time we meet, I’d love to discuss how you can make a meaningful impact through a gift to [organization]. Does that sound good to you?”

This approach builds clarity and trust while keeping things on track.

5. Urgency Inspires Action

A well-timed ask often comes down to one thing: urgency. When donors understand the immediate impact their gift can have, they’re more likely to commit. Without a sense of urgency, the gift can easily fall to the bottom of their to-do list.

Solution: Frame your conversations around pressing needs and opportunities. Phrases like, “We need your help to launch this program this fall,” or, “Your gift would allow us to fund this initiative starting next quarter,” give donors a reason to act now.

6. Relationship Building Doesn’t Require Forever

Yes, major gift fundraising is all about relationships—but relationships don’t need years to form. A few meaningful interactions, where the donor feels seen, heard, and valued, can create the trust needed to secure a gift.

Remember: You’re not asking for their friendship; you’re asking for their support. Be authentic, be clear, and focus on their values and priorities. 

7. Impact Can’t Wait

Nonprofits exist to address urgent needs and create lasting change. Whether your mission is fighting food insecurity, funding cancer research, or protecting the environment, you don’t have the luxury of time to delay.

Ask yourself: What programs or initiatives could we start sooner if we closed gifts more efficiently? When you’re clear about the stakes, it’s easier to convey the importance of timely giving to your donors.

8. Perfection is the Enemy of Progress

Fundraisers often delay asking for a gift because they’re waiting for the “perfect” moment. Spoiler: there is no perfect moment. You don’t need a perfectly polished pitch or an exhaustive case for support to ask for a gift—you need trust and permission.

Here’s a game-changer: Once a donor has given you permission to ask, ask. A proposal sitting in your drafts folder doesn’t help anyone. Progress beats perfection every time.

9. Your Time is Precious

If you’ve ever thought, “I don’t have enough time to fundraise,” this one’s for you. The truth is, you do have the time—you just need to protect it fiercely. Long, drawn-out cultivation cycles drain your energy and resources, leaving you with less time for new prospects and other critical tasks.

Focus on working smarter, not harder. When you streamline your processes and stick to clear timelines, you’ll find yourself with more time for what matters most: raising funds and changing lives.

10. Your Donor Deserves Clarity

No donor wants to feel like they’re in a never-ending cultivation loop. Clear timelines and expectations are a gift to your donors, helping them make informed decisions without feeling pressured or confused.

Set the stage by saying something like:
“I’d love to discuss a gift before the end of the year. What timing works best for you?”

This simple, direct approach respects the donor’s time and preferences while keeping the ball rolling.

How to Keep the Process Moving

So, how do you ensure your cultivation timeline doesn’t stretch into eternity? Here’s a simple roadmap:

1. Start with Discovery
   Get to know the donor’s passions, values, and capacity. A strong discovery meeting sets the foundation for everything to come.

2. Set Clear Goals
   Define your cultivation objectives. What do you need to learn? What milestones do you need to hit?

3. Communicate Timelines
   Be transparent about your intentions and timelines. Donors will appreciate your clarity.

4. Create Urgency
   Highlight the immediate impact their gift can have. Urgency inspires action!

5. Ask with Confidence
   When the time comes, ask boldly and directly. Trust your preparation and make the ask.

Closing a Major Gift with Confidence and Purpose

Fundraising isn’t about rushing donors—it’s about respecting their time, their interests, and your mission. By keeping cultivation timelines under a year, you’ll strike the perfect balance between relationship-building and efficiency.

Remember: Every interaction should bring you closer to the gift, every donor deserves clarity, and every moment counts in your mission to make an impact. So, for the love, stop dragging your feet and start closing those gifts. Your nonprofit (and your donors) will thank you.

Cheers to raising big gifts with boldness and speed!