Why Finding Major Donors Isn’t Where Major Gifts Begin
How do I find major donors?
It’s one of the most common questions Executive Directors, development professionals, and boards ask when they want to strengthen fundraising.
It also isn’t the first question they should be asking.
Every conference, webinar, and fundraising book tells charities they need to build a major gifts program. The advice is sound. Major gifts remain one of the most important drivers of sustainable philanthropic revenue.
What often gets overlooked is how organizations get there.
For many charities, the challenge isn’t finding major donors. It’s creating the time, focus, and stability needed to build the relationships that major gifts require.
Why Major Gifts Matter
The evidence is clear.
According to Imagine Canada, approximately 9% of donors account for roughly 71% of charitable giving.
That single statistic explains why major gifts receive so much attention across the sector. A relatively small group of committed donors provides the majority of philanthropic support.
The advice to invest in major gifts isn’t wrong.
The challenge is that many organizations hear that advice while they are still trying to secure the next grant, complete funder reports, plan the next event, and keep existing programs operating.
Knowing that major gifts matter is one thing.
Creating the conditions to build them is another.
Why Many Major Gift Programs Never Gain Momentum
Most organizations don’t struggle because they can’t identify prospective major donors. They struggle because every available hour is already committed.
Grant applications need to be submitted.
- Reports need to be completed.
- Events need to be delivered.
- Appeals need to be written.
- Programs need to continue serving the community.
None of these activities are the problem. They are essential to delivering your mission.
The challenge is that when every revenue source demands immediate attention, there is little capacity left to intentionally identify, cultivate, solicit, and steward the relationships that major gifts depend on.
Finding major donors isn’t the first hurdle.
Building enough organizational capacity to consistently develop those relationships is.
Healthy Revenue Levers Create Capacity
Successful major gift programs are not built on a single fundraising tactic.
They grow from organizations that have healthy revenue levers.
That means understanding where revenue is concentrated, how predictable it is, whether funding renews over time, how leadership and the board support revenue development, and whether staff capacity is aligned with long term priorities.
When those revenue levers are healthy, organizations can begin shifting time from constantly replacing revenue toward intentionally growing it.
That is where major gifts begin.
A Different Question to Ask
Instead of asking,
“How do we find major donors?”
consider asking,
“Are our revenue levers creating the capacity to build a successful major gifts program?”
The answer often explains why major gifts have remained just out of reach.
It also helps leadership identify where to focus first so that major gifts become a realistic strategy rather than another responsibility competing for limited time.
Check Your Revenue Levers
Before investing more time trying to find major gift donors, take an honest look at the foundation supporting your fundraising.
The free Revenue Lever Diagnostic provides a practical snapshot of where your revenue is stable, where risk exists, and where focused attention is most likely to strengthen long term sustainability.
Take 10 minutes and receive a personalized report highlighting your organization’s revenue strengths, the risks that deserve attention, and the priorities most likely to strengthen long term sustainability over the next 90 days.
Check Your Revenue Levers here.
Note: Your responses are confidential and are used solely to generate your personalized report.
Scott Blythe
July 9, 2026 at 2:56 pmImagine Canada. A Tipping Balance? Trends in Charitable Donations 1997–2022. The report found that approximately 9% of donors account for 71% of the total value of charitable donations, highlighting the growing importance of major gifts in Canada’s charitable sector.
https://imaginecanada.ca/en/donations-trends-research-bulletin