Your Major Gifts Toolkit, Expanded

Tools for major gifts are always changing with new technology and shifts in donor communication preferences, but a great major gifts toolkit will help you make the ask and keep donors motivated after they’ve made their commitment. Your tools should address the following four actions.*

Tools that Inspire

These storytelling tools help you make the case and compel your donors to offer their support.

• Case statement

• Proposal templates

• One-page version of the case

• Pitch decks

• Campaign films

• Microsite

Tools that Illuminate

Donors assimilate information in multiple ways, and visuals can move hearts and minds in ways that words alone cannot.

• Charts and graphs

• Infographics

• Timelines

• Photos

• Giving priority videos

• Renderings and floor plans for capital projects

• Planned giving illustrations

Tools that Steward

If you want to avoid donor churn, make plans to thank, recognize, and inform your donors about the impact of their giving at the beginning of the major gifts process. 

• Stewardship reports

• Quotes from beneficiaries

• Handwritten thank you notes

• Gratitude and impact videos

• Bespoke touches such as custom stewardship websites or publications for high-priority donors

Tools that Engage

For any campaign—whether comprehensive or single-priority—you’ll probably be raising funds for at least a year. Create opportunities for donor engagement during that period.

• Ongoing campaign storytelling

• Specialized communications for leadership donors

• Events remarks

• Donor testimonials

• Celebratory storytelling

*Many tools have more than one use and could be listed in multiple categories!