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A Major Gift Can Be Part of a Bigger Giving Story

A capital campaign, major anniversary, new facility, or other big initiative can give your organization an opportunity to ask longtime supporters to make a significant gift. It can also raise a question: If a donor gives more than usual now, what does that mean for their future support?

It’s understandable to wonder whether a major gift today could affect annual giving in the years ahead. But giving doesn’t always follow the same pattern year after year. A large gift might just be one part of that donor’s longer relationship with your organization. Keeping that bigger picture in mind can help you continue fostering that relationship before, during, and after a major campaign.

Talk About More Than the Immediate Need

When your organization is raising money for a major project or campaign, it’s natural for that immediate goal to become the focus of donor conversations. However, your most committed donors may want to hear about more than one project. For some donors, a large campaign gift may happen alongside their regular annual support. Others may give more now and less in the next few years. Some may also want to include your organization in their future giving plans. There isn’t one type of giving pattern that works for every donor. Understanding each donor’s intentions is what matters most.

A Change in Giving Doesn’t Always Mean a Change in Commitment

There are many reasons a donor’s giving may look different from one year to the next, and tax planning is one of them. Some donors may choose to combine several years of charitable giving into one larger gift rather than giving the same amount every year. Others may give appreciated assets, use a donor-advised fund, or work with their financial or tax advisors to determine when and how they give. That can make a longtime supporter’s giving history look different on paper. Understanding your donor’s plans can also help your team avoid treating an intentional pause as a sign that the relationship has ended.

Keep the Future Part of the Conversation

After someone makes a large gift, it might feel uncomfortable to bring up future giving. But that next conversation doesn’t have to be another request right away. Instead, it can be part of learning more about what the donor hopes their generosity will accomplish over time. A major gift can also tell you something important: This person cares deeply about what your organization does. That’s a good reason to keep the connection going. Continue sharing the impact of their support, thanking them, inviting them to participate, and keeping them connected to your mission.

Looking Beyond the Major Gift

Major fundraising campaigns come with goals and deadlines, but your relationship with a donor can and should extend far beyond a single campaign. Have conversations about what matters to your donors, listen to what they hope to accomplish, and stay connected after a major gift arrives. The Athens Area Community Foundation can be a resource as you have these conversations. Our team works with nonprofits, donors, and professional advisors throughout the community and can help you think through charitable giving options and long-term donor relationships. Reach out anytime you could use a sounding board.