How to Build a Major Gift Pipeline from Scratch

Building a major gift pipeline from scratch can feel overwhelming, but the truth is, the prospects you need are already out there—you just need to know how to find them! Whether you’re working with a brand-new donor base or trying to level up your existing efforts, the key to a successful major gift pipeline is identifying, qualifying, and engaging potential major donors.

In this blog, we’ll break down the tactical steps you need to take to find the right prospects and get your major gift pipeline flowing.

Step 1: Define What a Major Gift Looks Like for Your Organization

Before you start prospecting, you need to define what qualifies as a major gift for your organization. The definition of a major gift varies widely depending on the size and scope of your nonprofit. For one organization, a major gift might be $10,000, while for another, it could be $100,000 or more.

Get clear on:
- What dollar amount qualifies as a major gift for your organization.
- What impact this level of giving will have on your mission.

Defining this will help you know who to target in your prospecting efforts and give you a realistic understanding of what your pipeline should look like.

Step 2: Start with the Data—Mine Your Donor Database for Hidden Gems

Your best prospects are often already in your donor database, and the first step in building your pipeline is to mine that data. These donors have already shown interest in your mission, so the potential for growth is there—you just need to find the right ones.

Here’s how to spot potential major gift prospects:
- Consistent Donors: Look for donors who have been giving consistently over several years, even if their gifts aren’t large yet. If someone has given $500 every year for five years, they’re showing loyalty and commitment, making them a great candidate for a major gift ask.

- Cumulative Giving: Donors who have given multiple times, even in small amounts, may be ready to step up. Check for cumulative giving totals over time—someone who has given $3,000 in $250 increments might be more inclined to give a larger gift if cultivated correctly.

- Lapsed Major Donors: Past major gift donors who haven’t given recently are often good prospects for re-engagement. Donors who have given at higher levels in the past may have the capacity to give again if you re-establish the relationship.

- Engagement Indicators: Look at who’s engaging with your nonprofit beyond just giving money. Who’s attending events, opening your emails, or volunteering? People who give their time to your organization are often primed for deeper involvement and giving.

Pro Tip: Set up a donor segmentation report in your CRM that highlights people who meet these criteria. This report will be a goldmine of prospects that are already connected to your mission.

Step 3: Leverage Wealth Screening Tools for New Prospects

While your existing donor base is a great place to start, there’s also a whole world of potential donors outside your current supporters. This is where wealth screening tools can help. These tools analyze data to help you find individuals with the financial capacity to make major gifts based on their wealth, real estate holdings, and philanthropic history.

Here’s how to make the most of wealth screening:
- Wealth Markers Look for markers like stock holdings, signs of philanthropy, or high-profile business roles. These indicators signal that the individual might have the capacity to make a major gift.

Pro-Tip: High-valued real estate holdings should not be factored into your calculations because they tend to bloat results. For example, a home in California might be worth $1 million. That same home in Minnesota might be $300,000.

- Philanthropic Tendencies: Many wealth screening tools can show you whether someone is giving to other nonprofits. If they’re supporting other causes at a major gift level, they’re more likely to be open to giving to your organization as well.

- Connections to Your Current Donors: Use wealth screening to identify individuals who might be connected to your existing supporters, whether through professional networks, social circles, or shared memberships. These relationships can serve as a valuable entry point for new major gift prospects.

Pro Tip: Wealth screening can be expensive, so be strategic about which donors or lists you screen. Start with current donors.

Step 4: Look Beyond Your Donor Base—Community and Corporate Leaders

Sometimes, the best major gift prospects are outside your immediate donor base. Community and corporate leaders often have the capacity to give and a vested interest in supporting causes that benefit their local area or industry.

Here’s how to identify potential prospects in your community:
- Board Member Networks: Your board members are likely connected to people who have the capacity to make major gifts. Don’t be afraid to ask them to introduce you to key people in their networks or even host small gatherings where they can share your mission with potential prospects.

- Business Owners and Corporate Leaders: Look for business owners and corporate leaders in your community. Many of these individuals have both personal wealth and philanthropic interests, especially if your nonprofit’s mission aligns with their company’s values. 

- Philanthropic Circles: High-net-worth individuals often travel in the same circles. Check if there are any philanthropic societies or giving groups in your area that could introduce you to new prospects. Being in the same room with other major givers can encourage people to give at higher levels.

Pro Tip: Host exclusive events or invite prospects to intimate gatherings where they can meet your leadership and key supporters. Building relationships in a social setting can open the door to future gifts.

Step 5: Use Peer-to-Peer Referrals

People give to people, and peer influence plays a huge role in philanthropy. Ask your current donors and board members to introduce you to others in their network who might be interested in supporting your cause.

Here’s how to create a successful peer-to-peer referral system:
- Host Events: Invite your current major gift donors to bring a friend to a small gathering where they can learn more about your organization. This not only builds camaraderie but also gives you a chance to meet new prospects in a relaxed setting.

- Ask for Introductions: Don’t be afraid to ask your major donors and board members for introductions to others in their network who may share their passion for your cause. Many donors enjoy playing a role in expanding your community of supporters.

- Use Testimonials: Donors love hearing from other donors. Use testimonials or success stories from your existing major gift donors to inspire their peers to join the cause.

Pro Tip: Peer-to-peer referrals are one of the most effective ways to expand your major gift pipeline. People trust recommendations from friends and colleagues, and this can open doors to new relationships and giving opportunities.

Step 6: Qualify Your Prospects—It’s All About Fit

Once you’ve identified potential major gift prospects, it’s time to qualify them. Not every high-net-worth individual will be a good fit for your organization, so you need to assess both their capacity to give and their interest in your mission.

Here’s how to qualify your prospects:
- Capacity: Do they have the financial ability to make a major gift? If you’re unsure, look for indicators like wealth screening results, business ownership, or gifts to other organizations.

- Connection: Are they connected to your organization or cause? Have they shown any prior interest in your work, attended events, or engaged with your content? The stronger the connection, the better the prospect.

- Timing: Is the timing right for an ask? Qualifying prospects isn’t just about capacity and connection—it’s also about timing. Some people might have the ability and desire to give but are dealing with other financial priorities at the moment. It’s important to assess whether now is the right time to approach them.

Pro Tip: Develop a prospect scoring system to rate each prospect based on their capacity, connection, and timing. This will help you prioritize your efforts and focus on the highest-potential donors.

Your Major Gift Pipeline Starts with Strategy

Building a major gift pipeline from scratch isn’t just about finding wealthy individuals—it’s about identifying the right people, building relationships, and moving them through a strategic process that leads to a meaningful gift. By mining your existing database, leveraging wealth screening tools, reaching out to community leaders, and using peer-to-peer influence, you can create a pipeline full of engaged, qualified prospects who are ready to support your mission in a big way.

Now go out there, roll up your sleeves, and start prospecting!