Reaching New Heights with New Major Donors

By Ben Mulch, Director of Product and Brand at Atticus

For nonprofits, securing support from new major donors can feel like climbing a mountain. It’s tempting to stick with the familiar- cultivating relationships with existing supporters- but unlocking the potential of new major donors is becoming more essential every year. Estimates of “the great wealth transfer” range from $30-84 trillion moving across generations right now. Millennials have become the largest demographic in America. Learning to bring in new donors is a skill nonprofits must master to ensure their mission continues beyond a Baby Boomer generation of givers. If you’re hesitant, take heart: every donor relationship started somewhere, and, with the right approach, you can turn strangers into partners. Here’s some encouragement and actionable tips to help you get started.

“Donor, I Hardly Know Her”

First, let’s dispel the fear: approaching a major donor who’s never given to you isn’t as daunting as it seems. These individuals have a mission of their own—they’re just waiting for the right story to align with it. If you’ve done your research, it’s likely your organization has that story (or can with a little creativity). Major donors aren’t untouchable; they’re people looking for meaning, and you’ve got meaning to offer.

The key is confidence. You’re not begging for money; you’re inviting someone to join a world-changing mission. So, take a deep breath, believe in your cause, and let’s discuss some practical steps to make that first connection impactful.

Tips for Approaching New Major Donors

1. Do Your Homework

Before reaching out, research your prospective donor. Not every donor will be motivated by your endeavor, so focus your work on the prospects that are. What causes do they already support? Do they have personal ties to your mission—like a hometown connection or a family story that aligns with your work? What do they already believe that aligns them to your other donors? Are they ‘your people’? This is where Atticus shines. Alignment is our business. We take the time and do the work to know your mission intimately so we can find the perfect prospect to come alongside you.

2. Be In The Right Place

Sometimes, the best way to meet a donor is to “accidentally” cross paths. Find out where they’ll be—maybe they’re speaking at a conference, attending a gala, or participating in a community event. Go there with intention. Introduce yourself briefly before or after their moment in the spotlight, keeping it natural: “Hi, I’m [Your Name] with [Nonprofit]. I loved your talk and wanted to say hello—I’d love to chat more about our work sometime.” Look for a soft opener that plants a seed without pressure.

3. Start Small, Build Trust

A cold ask for a six-figure gift rarely works. Instead, invite them into your world with a low-pressure touchpoint. Host a small event—like a tour of your programs, a virtual Q&A with your team, or a casual coffee chat—and personally invite them. Make it about connection, not cash. Let them see your impact firsthand. One nonprofit I know invited a prospect to a simple park cleanup they organized; the donor didn’t write a check that day, but six months later, they gave $100,000 after feeling the mission click.

4. Tell a Compelling, Specific Story

Major donors don’t give to vague ideas—they give to outcomes. Share a vivid story of one person, place, or project your nonprofit has transformed. For instance: “Because of our tutoring program, Maria, a shy third-grader, went from failing reading to winning her school’s storytelling contest.” Then, connect it to their potential role: “With your support, we can reach 50 more kids like Maria.” Make it personal, make it real, and let them see the ripple effect potential of their gift.

5. Leverage Mutual Connections

People trust people they know. If you have a board member, volunteer, or current donor who knows your prospect, ask for an introduction. A warm handoff beats a cold email every time. Even if it’s a loose connection—like a shared alma mater or a mutual friend—mention it. “I noticed you and our board chair both graduated from State University” can open the door to rapport. Atticus uses a proprietary software, Pathways (https://mypathways.io/), to find as many of warm leads as possible on the prospects we provide.

6. Be Patient, But Persistent

Major gifts take time. A donor might say “not now” without meaning “never.” Follow up thoughtfully—send a handwritten note after your first meeting, share a quick update on your work a few months later, or invite them to another event. One nonprofit landed a $25,000 gift from a prospect who declined twice; on the third try, after seeing consistent progress updates, they were ready to commit. Persistence shows you’re serious but keep it respectful.

7. Offer a Clear Vision for Their Impact

Major donors want to know their investment matters. Present a specific opportunity their gift could fund—a new program, a scholarship, a piece of equipment—and tie it to measurable results. “A $50,000 gift could train 10 volunteers who’ll serve 200 families this year.” Clarity builds confidence, and confidence turns interest into action.

A Final Word of Encouragement

You don’t need a perfect pitch or a Rolodex full of billionaires to succeed. What you have—your mission, your passion, and your results—are your most valuable assets and they can inspire someone new to say “yes!”. Every major donor your organization has today was once a stranger. The next one is out there, waiting for you to take the first step. So go for it. Make the call, send the invite, tell your story. You’re not just asking for support—you’re offering them a chance to change the world with you. And that’s your gift to give.

About Atticus Technology

We identify the few major donor prospects your organization needs. Atticus provides tailored sets of high-profile major donor prospects with in-depth profiles, curated insights, and expert engagement strategies for personalized outreach.

Click here to schedule a demo with a member of our sales team.