By Amrutha Renganathan, Principal Consultant of Major Gifts at Atticus Technology
One of the greatest privileges of my work is journeying alongside major donors – individuals deeply committed to creating lasting impact and meaningful change. It’s not about transactions; it’s about finding that sweet spot of alignment and inviting them into a shared mission that brings profound joy to both them and the communities we serve.
Over the years, I’ve learned that stewardship isn’t about grand asks or flawless pitch decks. It’s about understanding what sparks each donor’s passion: What drives them? How do they want to experience the impact of their giving? How do they envision walking with us to bring that impact to life? What legacy do they hope to leave?
Before presenting an opportunity to a major donor, I ask myself: Am I genuinely excited about this? It’s like the thrilling anticipation of giving a gift you know someone will love. If I don’t feel that excitement, I go back to the drawing board until I find something that truly aligns.
Here are five principles I follow to steward major donors with intention:
1. Be Proactive, Not Reactive
Don’t wait for donors to approach you. Get curious! Ask: What drew you to this cause? What change do you hope to see? What brings you joy? Actively co-create with them, thoroughly researching needs and helping them connect their passions to opportunities. Proactive engagement transforms fundraising into meaningful relationship-building. stewardship
2. Tailor Their Giving Experience to Their Goals
Every donor has unique dreams and ways they connect with impact. Some are energized by detailed budgets and clear funding allocations, while others are moved by stories of transformed lives. Listen closely to what lights them up and ensure the opportunities you present, the stewardship of their gift, and their overall giving experience reflect their personal preferences for connecting with impact. stewardship
3. Lead with Honesty
Authenticity builds trust. If your organization doesn’t offer a specific program or if an opportunity is still in development, be transparent. Share that you’re actively working with your team to identify opportunities that align with their vision. Donors value honesty, and it can spark ideas for future initiatives that resonate with their goals.
4. Make Giving a Gift for Them, too
Every donor conversation, ask, or engagement is an opportunity to offer them a gift: the chance to be part of something meaningful in a way that honors THEIR passions. I always ask donors what their “dream project” is and keep a detailed list of their aspirations. I then collaborate closely with the organization I represent to explore bringing that dream to reality or uncovering existing projects that align with their vision. It may take years to bring their dream to fruition or to find the perfect match, but the effort is worth it. I’ve also seen this approach encourage donors to embrace projects beyond their usual interests because they are inspired by the intentionality of the partnership. When the alignment is right, giving becomes a source of joy for everyone involved. stewardship
5. Engage When the Moment Resonates
Move beyond year-end appeals or campaign-driven asks. Connect with donors when there’s an opportunity that speaks to their heart. Ask: What did you love about the last project you funded? What could have been better? Understanding their motivations allows you to present opportunities that truly excite them.
At its core, stewardship is about service: listening deeply, being transparent, building authentic relationships, and helping donors feel part of something greater. When done right, it’s a win for everyone, leaving both you and the donor with the joy of meaningful giving and connection.
Ready to turn donor alignment into lasting impact?
Request a personalized demo or consultation with our major gift experts to see how Atticus can help you find and cultivate deeply aligned champions.
