Writing a Major Gift Proposal – A Guide

Although many major donor asks are made verbally, sometimes a situation requires a written major gift proposal. A written proposal ensures that all parties know the whole picture.

Writing a major gift proposal is an art. It is essential to take the time to fully research and prepare your major gift proposal. This increases your chance of receiving a major donation.

Major Gift Proposal – Background Research

First, take time to research the donor. You need to be sure that you are approaching the right person in the right way. Look for a history of charitable giving, previous involvement with your cause, and wealth markers.

Once you have determined that these characteristics are present, look for details to make your proposal more personal. Although all major gift proposals contain certain elements, tailored proposals show that you are keenly interested.

Your major gift proposal begins and ends with the donor. The proposal must highlight the donor’s role concerning your mission. Treating your donor as just one more person that is being asked for a donation will not increase your odds of receiving a gift. Being able to relate your organization’s mission to their specific interests or history gives a personal touch. This makes your donor feel like they can make a genuine difference. 

Major Gift Proposal – Understand Your Organization

Before writing a major gift proposal, it is vital to learn the ins and outs of your organization, so that you can answer your donor’s questions without hesitation. If you are new to your organization, this step is even more important. 

There are so many aspects to a non-profit that it can be difficult to comprehend them all thoroughly. However, the first area you must have information about is the budget. You must understand how the organization operates, which includes revenue and expenses. Knowing the organization’s overall financial status can help you develop fundraising goals, which will help you be specific in your major gift proposal.

Next, you need to understand your programming. What programming does your organization offer? What is the history of the programming? When did it start, how is it funded, and what are the participation numbers? Who utilizes the programming? You should have data available to help gain a clear picture of this important part of your organization. 

Finally, understanding the organization’s role in the community can also help you draft a meaningful major gift proposal. Speak to participants and hear their stories. Storytelling is a powerful tool that can be carefully woven into a major gift proposal. 

Major Gift Proposal – Critical Elements

After gathering research on your donor and your organization, there are several components of a major gift proposal that work together to seal the deal. Each plays an integral part in painting a picture of the donor’s involvement in philanthropic giving. 

Introduction 

This is the place to introduce yourself and your organization to your donor. You could use the introduction to concisely describe your mission. You could also mention the donor’s previous involvement in the organization as a donor or volunteer. Clearly state in this section that you are looking for a monetary donation. 

Background

Once you have introduced yourself and your organization, you can dig deeper into the experiences that connect the donor with the organization and make them an ideal supporter of your cause. This could be previous work experiences, volunteer work, or educational experiences. Remember to always make the connection between the donor and the organization in your major gift proposal.

Mission

Now that you have set the stage, describe your target population and the mission of your programming. Mention any partners the organization currently works with. Show the donor how their donation will have an impact on these services. Use specific examples. This is also a place to insert a short success story. 

Ask

The time has come to ask for a major gift donation specifically. Use clear language that cannot be confused, and get straight to the point for maximum impact. By now, your donor has probably decided if they will donate to your cause. If they choose yes, there must be a clear path of action. Listing donation options with a specific monetary value are key here. 

Gratitude

Finally, wrap up the major gift proposal by thanking the donor. Even if they decide not to donate at this time, they have still taken the time to entertain the idea and read your proposal. You can discuss your hopes for partnering in the future to further the organization’s goals. 

Major Gift Proposal – The Bottom Line

The major gift proposal is an essential component of successfully securing a major donation. It must be approached with an eye for detail and professionalism. Do not leave the preparation for the last minute — you cannot wing this and expect a positive outcome. A solid major gift proposal lays the foundation for a successful donation and future partnerships. And knowing how to write one well is a solid step towards your career.