7 Common Mistakes in Major Donor Fundraising—and How to Avoid Them

Major donor fundraising—our absolute favorite topic! For many fundraisers, however, it can be a challenge—and we understand why. Activating networks, reaching out to contacts, asking for money—none of this necessarily sounds easy. But it doesn’t have to be. Below, we outline seven common mistakes in major donor fundraising, along with tips to help you succeed with less stress.

1. Not Maintaining a Database

If you want to systematically build or expand your major donor fundraising efforts, you should use a structured database. If your nonprofit organization doesn’t yet have one, now is the time to create it. While an Excel file can work, we recommend using a CRM system for more professional management.

Examples of CRM systems our clients use include:

• Sextant
• Salesforce
• Arenae
• Trello
• Clubdesk
• Easydoo

Your database should include key information such as personal details, philanthropic profile, financial indicators, relationship history, and engagement strategy.

A well-maintained database makes research, relationship management, and team collaboration significantly easier.

2. Not Leveraging Networks

Networks are a crucial part of major donor research. By tapping into both internal and external networks, you can expand your pool of potential donors. Networks of colleagues, board members, or long-time supporters are particularly valuable, as they often generate “warm leads” with existing connections. Failing to leverage these networks means missing out on a major opportunity.

Internal networks

Engage your board of directors or foundation board, executive team, volunteers, existing major donors, and long-standing supporters. You can identify potential contacts through internal networking workshops or by analyzing contact lists.

External networks

Attend events, connect with family offices, and engage with socially active entrepreneurs. Industry associations, Rotary Clubs, and universities can also be valuable sources. Ensure that your cause aligns with the interests of your contacts.

Personal networks

Leverage contacts from your professional environment, such as former colleagues, employers, associations, local entrepreneurs, or community connections. The goal is not to exploit personal relationships, but to identify shared interests.

3. Not Involving the Board

Board members often have valuable networks that can significantly support fundraising efforts, including contacts with foundations, philanthropists, and business communities. A conversation on equal terms with a board member conveys credibility and trust to potential donors.

Internally, an engaged board strengthens the strategic importance of fundraising, secures resources, promotes a long-term perspective, and enables clear decision-making. But how do you motivate board members to get involved?

1. Highlight the purpose and impact of fundraising.
2. Position fundraising as relationship-building and enthusiasm for a meaningful cause—not as asking for money.
3. Define clear roles (e.g., hosting a lunch, making thank-you calls, or acting as a door opener)
4. Share successes and demonstrate impact.
5. Involve the board in shaping the vision and strategy.
6. Build confidence by offering guidance, preparation, or support in meetings.

Make this a regular practice so it becomes an integral part of your strategy—not a one-time effort.

4. Talking Too Much About Your Project

Of course, you need to present the project you are seeking funding for. However, avoid long monologues. Follow the 80/20 principle: let the donor do most of the talking. Show genuine interest, build on your prior research, and identify which aspects of your work resonate most with them. Only then should you transition naturally into presenting your project.

5. Asking for a Donation Too Early—or Not at All

For many fundraisers, making the ask can be challenging. Timing is critical. If you ask too early, the donor may decline—perhaps because they feel reduced to a funding source or because trust and emotional connection have not yet been established.

Every rejection can increase uncertainty within the team, leading to the false assumption that major donors are unwilling to give. In reality, the issue is often timing.

Before making the ask, you should:

1. Build a relationship
2. Ask thoughtful questions
3. Listen actively
4. Identify interests
5. Build trust
6. Establish relevance
7. Recognize the right moment to transition

6. Asking for the Wrong Donation Amount

Choosing the right donation amount is a key step in preparing for a conversation. Asking for too little means missing potential; asking for too much may discourage the donor.

To determine the right amount, conduct thorough research. Indicators may include professional background, real estate holdings, involvement in family offices, business transactions, public wealth indicators, or past donations.

Define both an aspirational amount and a realistic target, then determine an appropriate starting point. Clearly communicate how the donation will be used and the impact it will create.

7. Neglecting Relationship Management

Viewing major donors solely as funding sources is a common mistake. Many organizations focus heavily on acquiring new donors while neglecting long-term relationships with existing ones.

When nurtured properly, major donors can become loyal, lifelong supporters.

Effective relationship management is essential. Treat major donors as partners and maintain ongoing, respectful engagement. This can include inviting them to selected events, sharing project updates, or recognizing their contributions appropriately.

Show genuine appreciation, take an interest in the person behind the donation, and cultivate relationships with care and consistency.

We hope these insights make your work easier. If you have any questions, please feel free to contact us.

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