Finding New Major Donors: 5 Effective Strategies for Your NPO

Success in major donor fundraising does not begin with collecting as many names as possible. It begins with identifying the right ones. Organizations seeking to increase major donations need a clear understanding of potential, suitability, and access. In doing so, the focus should not only be directed outward but also inward.

The following five strategies show how NPOs can make their search for major donors more effective and efficient.

1. Review Your Own Database

Major donor research does not always start with new names. Often, the greatest potential lies with people who have known your organization for a long time, have already supported it, or have been connected to it for years.

Anyone looking for new major donors should therefore start by looking inward. Many organizations have untapped opportunities to increase donation volumes among their existing supporters. A database that does more than simply manage contact details is essential. A good database not only provides an overview but also helps categorize information and use it to inform strategic decisions.

When taking a closer look at your NPO's database, consider the following questions:

1. Which former donors could be re-engaged through a reactivation campaign?
2. Where is there potential for increased or more strategic support among existing donors and supporters?

These questions can help uncover opportunities that may already exist within your database.

Example:

For several years, an orchestra received an annual donation of CHF 5,000 from a long-standing supporter. Communication was limited to sending the annual report and a standard thank-you letter at the end of the year. No further contact took place. As a result, the fundraising team assumed that the donor's annual contribution of CHF 5,000 represented their full giving potential.

A database analysis, however, revealed a different picture. The supporter had donated consistently for six years, sold a successful business two years earlier, had a particular interest in music education, and regularly attended the orchestra's concerts. These findings suggested not only a strong thematic affinity but also a deep emotional connection—clear indicators

of significant untapped potential.

2. Use Networks to Open Doors

Most successful relationships with major donors do not develop out of the blue. Major donors give when they trust an individual or organization, identify with a cause, or already feel a sense of connection. This is precisely why networks are so valuable.

Personal Networks

Personal networks are often underestimated in major donor fundraising. Staff members, board members, existing major donors, patron committees, and volunteers frequently have valuable contacts who may not appear on public prospect lists but nevertheless represent significant potential.

Because these relationships are already built on trust, they can help open important doors and facilitate access to potential major donors.

External Networks

In addition to existing relationships, it is worthwhile to actively build new networks. Those who participate in relevant circles—such as industry events, business networks, family office communities, associations, or academic environments—create new opportunities for future major donor relationships.

What matters most is not necessarily the size of a network, but its relevance to your organization's mission and target groups.

Tip:

To identify existing and potential connections, it can be helpful to create a relationship map. This involves systematically documenting and visualizing relationships between the organization, key stakeholders, and potential major donors. Relationship mapping can help uncover existing connections and identify opportunities to build new relationships in a strategic and targeted way.

3. Involve the Board

When it comes to identifying and engaging new major donors, the board is often an underutilized asset. Many board members bring not only credibility and experience but also valuable connections to individuals and networks that may be relevant to your organization.

For example, board members can:

• Open new doors
• Facilitate introductions
• Add credibility to your organization and its mission

For this to work effectively, board members need more than just a place on the agenda. They need guidance, reassurance, and a role that feels both meaningful and manageable.

Here are a few suggestions:

1. Show them how important their contribution is and what impact it can have.
2. Frame fundraising positively—as relationship-building, inspiring support for a vision, strengthening social impact, and opening doors.
3. Take the pressure off. Rather than focusing on the organization's financial needs, emphasize the contribution board members can make to advancing the mission.
4. Build confidence through preparation and support, such as conversation briefings, joint meetings, clearly defined roles, and practical examples.

Example:

A fundraiser had identified several promising major donor prospects but lacked a way to approach them. When the list was presented at a board meeting, a solution quickly emerged. One board member recognized a businesswoman on the list. They had worked together previously and still met regularly at industry events. The next step became obvious: the board member offered to organize a lunch and personally introduce the fundraiser, creating a warm and credible first connection.

4. Use Prospect Research Strategically Rather Than Simply Collecting Data

Alongside reviewing existing contacts, it is important to identify new prospects. A variety of sources can support major donor research, including:

• Business news and background reports
• Wealth and industry rankings
• LinkedIn and other professional networks
• The Commercial Register and Zefix
• Publicly visible philanthropic activities
• Foundation directories and the wider foundation landscape

The key is to organize information systematically. Research should not simply result in a list of names. Instead, it should help identify patterns, connect relevant clues, and inform concrete next steps.

How you interpret the information is just as important as gathering it. Not every wealthy individual is a suitable prospect for your organization. The most promising candidates are those where potential, affinity, and access come together. Previous donations, public engagement, thematic interests, and involvement in relevant networks often provide valuable indications of fit.

You might also be interested in our article on this topic: ‘80% of Major Donors give for Emotional Reasons – how to use Emotions in Fundraising’.

5. Use Existing Major Donors as Bridge-Builders

Asking existing major donors for introductions may initially feel uncomfortable. In practice, however, it is one of the most effective and widely used strategies in major donor fundraising.

People who are already committed to your organization can often help open new doors. Recommendations from trusted relationships carry considerable weight and can create opportunities that would otherwise be difficult to access.

The key is to approach the conversation thoughtfully. When donors feel genuinely valued as partners in the mission, a request for an introduction rarely feels transactional. Instead, it becomes a natural extension of a shared commitment to the cause.

These opportunities often arise organically during conversations. For example, when discussing a project and noticing a donor's strong interest, it may be appropriate to ask whether they know others who are passionate about similar issues.

Incidentally, we offer in-house workshops on topics such as communicating with major donors and relationship management, to ensure that fundraising teams are fully prepared for the task. You can find all the topics for our in-house workshops here.

Conclusion:

Strategy matters more than quantity when it comes to finding new major donors.

Often, the greatest potential does not lie in finding entirely new names but in strengthening relationships, leveraging networks, and identifying opportunities that already exist within your organization.

Database analysis, relationship management, board engagement, targeted prospect research, and personal recommendations can all contribute to sustainable growth in major donor fundraising.