Let’s face it: fundraising is a high-stakes game. Competition is steep, and the strategies behind
major gift fundraising have shifted completely. I know this firsthand from spending the bulk of my
career as a major gifts fundraiser and then transitioning into advising high-net-worth individuals on
their charitable giving.
Once seen as a simple year-end transaction, major gifts are now the culmination of a shared vision.
A donor finds a cause they want to support, an organization presents the opportunity, and
then…what if the donor says, “No”? Fundraisers often spend weeks obsessing over the “ask” and
the “close,” frequently forgetting the most rewarding aspect of the major gift journey: the
relationship itself.
This is when using the Cause Selling approach really makes a difference. This relationship-driven
cycle prioritizes the donor’s needs as much as the organization’s mission, turning a high-pressure
pitch into a collaborative, long-term partnership.
1. Building: It Starts with Need Discovery
When building a major gift pipeline, it isn’t about finding the wealthiest person in the room; it’s
about finding the most aligned.
So, put down the pitch deck, and have a genuine conversation with your donor. Conduct a discovery
process to understand their “why.” Why do they care about literacy? Why is environmental
conservation their priority? By asking open-ended questions, you transition from a solicitor to a
partner. This phase is not about convincing someone to give; it’s about uncovering the intersection
between their passion and your specific impact.
2. Retaining: Stewardship, Stewardship, Stewardship
Retention is the essence of organizational sustainability. While Stewardship is the final step in the
Cause Selling model, it also bridges the beginning of the next cycle.
Now, more than ever, retention requires impact reporting that goes beyond a generic newsletter.
Major donors need to see the ROI of their contribution. Whether it’s a personal video from a
scholarship recipient or a private tour of a new facility, thoughtful stewardship helps the donor feel
like an insider. When a donor feels like they are truly pushing the needle in the organization’s
success, they become champions who will advocate for your organization in their own influential
circles.
3. Navigating Rejections: Redefining “No”
The most daunting part of the ask is the potential for rejection. However, the Fundraising Academy
teaches us to view handling objections not as a hurdle, but as an opportunity for further discovery.
A “no” is rarely a permanent door-slam. Usually, it is one of three things:
When you treat “no” as a request for more information, the relationship still exists. A graceful
response to a rejection today is often the foundation for a “yes” in the future.
Case Study: The “Pivot to Partnership”
The Challenge: Many years ago, I inherited a lovely major donor who made six-figure gifts annually
to support our general fund. We had a wonderful relationship, and I even helped him reach the $1
million lifetime mark. From there, I assumed next year’s six-figure gift would be another “slam
dunk.” However, when I provided him with the next ask, it was rejected…hard.
The Rejection: The gentleman sent in a check for a much lower amount. When I called to thank him
and asked gently about the change, he simply responded, “Well, now I’ve given the organization
over $1 million, and I wanted to support someone else.”
The Navigation: Instead of accepting the “no” and moving on, I leaned into the Stewardship phase
of the Cause Selling Cycle. I asked if we could still stay in touch, and he agreed. I continued to
provide him with high-touch stewardship, keeping him respectfully informed of our progress and
ensuring the door remained open without putting any pressure on him.
The Outcome: It took two years, but another six-figure gift appeared. When I called to thank him, he
remarked, “You have always been so kind with your time and sharing updates; I wanted to get
involved again like I used to be.” By turning “no” into “not right now,” I maintained the relationship
through consistent stewardship. He had already proven his commitment; he just needed space to
explore other interests before returning to our cause.
Closing Thoughts: The Relationship-First Mindset
Whether you are adhering to the AFP’s Code of Ethics or following the Cause Selling Cycle, the
principle remains the same: fundraising is about people.
Major gifts are built on a foundation of trust, retained through meaningful impact, and grown
through the honest navigation of “No’s”. When we stop asking for money and start inviting
partnership, the entire dynamic shifts. Remember, donors are savvy, and you probably aren’t the
only organization seeking their support. Lead with respect and curiosity and watch your
relationships authentically transform.
To learn more about the Cause Selling Cycle and how you can sharpen your fundraising skills, explore Fundraising Academy’s asynchronous online class offerings.
Author bio: Eva Fordham is a philanthropic professional with over 15 years of experience serving as
a bridge between high-net-worth individuals and the impact they want to create in the world. Her
career has been defined by a high-touch approach to donor cultivation and the strategic
management of significant gift portfolios. She specializes in working with families and individual
principals to turn their charitable visions into actionable plans. From facilitating meaningful
program visits to developing long-term engagement strategies, she ensures every contribution is
both personal and impactful.
