What is a "major gift"?

Depends on your charity size. For small charities, £5k-£20k. For medium, £20k-£100k. For large, £100k+. Define it based on what moves the needle for you.

How long does cultivation take?

Typically 1-3 years from first conversation to gift. Major donors need to understand your work, trust your leadership, and see impact. Patience is essential.

How many prospects do we need?

Rule of thumb: for every gift you want, cultivate 4-5 prospects. So if you want one £10k gift this year, cultivate 4-5 major donor prospects.

Building Your First Major Donor Cultivation Plan

Most major gifts come from long-term relationships, not cold outreach. Here is how to build a cultivation plan that converts.

Many charities chase large grants from foundations. Fewer invest in major individual donors. Yet major individual gifts often exceed foundation grants and cost far less to acquire.

Here is how to find, cultivate, and ask major donors.

Step 1: Identify major donor prospects

Start with people you know

Ask your board and staff: "Who do you know who is wealthy, values our cause, and might be open to a conversation?"

List 20-30 names. Do not filter; just list.

Research wealth indicators

Do they own a business?
Are they successful in their profession?
Do they have a foundation or donor-advised fund?
Do they give to similar causes?
Are they active in the community?

Rate by capacity + interest

Capacity: can they afford a major gift? (£5k-£50k+)
Interest: do they care about your cause?
Prospect rating: High capacity + High interest = A-list priority.

Step 2: Segment into cultivation tiers

Tier 1 (Ask now)

High capacity, high interest, already have a relationship with your board/staff.

These are ready for a donation conversation now.

Tier 2 (Cultivate 6-12 months)

High capacity, high interest, but no real relationship yet.

These need a year of relationship-building before you ask.

Tier 3 (Cultivate 12-24 months)

Medium capacity or medium interest, or both are unknown.

These need longer cultivation; may not ask for 2+ years.

Step 3: Build the cultivation plan (12 months)

For a Tier 1 prospect (ready to ask):

Month 1: Personal coffee with board member or leader. Share your vision, listen to their story.
Month 2: Invite to a program site visit or impact event.
Month 3: One-on-one with executive director to discuss collaboration / funding.
Month 4: Formal proposal for a specific need (e.g. "£20k funds youth mentoring program for one year").
Month 5: Wait for response. Follow up if needed.
Month 6+: Close gift or continue cultivation if they are thinking about it.

For a Tier 2 prospect (longer cultivation):

Month 1-2: Informal coffee. Build relationship.
Month 3-4: Program visit. Show impact.
Month 5-6: Invite to an event or volunteer opportunity.
Month 7-8: Personal update (letter or video) on progress.
Month 9-12: Build to a formal conversation about giving.

Step 4: Key touchpoints every cultivation

Calls/emails: once every 6-8 weeks, 2-3 minutes each.
Site visits: at least once per year.
Updates on impact: quarterly newsletter or personal note.
Recognition: name in annual report, thank-you event, etc.

Step 5: The ask (when ready)

When you are ready to ask (Tier 1 after 3-4 months, Tier 2 after 12 months):

Be specific: £X for Y outcome.
Be personal: explain why you think they are the right partner for this.
Be clear: what will their gift accomplish?
Be quiet: after you ask, stop talking. Let them respond.

Example ask

"Jane, we have talked for the past year about youth employment. We know you care deeply about this and have built a career in business. We are launching a £50k program to train 50 young people in digital skills. Would you consider a £10k investment to underwrite the first cohort?"

Step 6: Closing and stewardship

If they say yes:

Get it in writing (grant agreement).
Deliver on the outcomes.
Report quarterly on progress.
Invite them to see results in person.
Ask them to upgrade (£10k → £15k next year) or give to another priority.

If they say no or "not now":

Thank them for considering.
Ask: why not? (listen for real objections, not just politeness.)
Move to Tier 2 cultivation; ask again in 12 months.

Common mistakes

Asking too early. Relationship takes time. Do not ask until you have had 3-4 meaningful conversations.
Wrong amount. Research their giving pattern. If they gave £2k to another charity, do not ask for £20k.
Wrong use of funds. "We need money" does not work. "We need £15k to train 30 young people in digital skills" does.
No follow-up. After they give (or do not), do not disappear. Stewardship is where major donors become lifelong partners.

Major gifts are not about money. They are about relationships and shared values. Invest in the relationship first; the money follows.

This guide is part of our Charity Fundraising hub, where you can explore every practical guide in this area.