Major Gifts 101: Winning Over High Net Worth Donors

The Nonprofit Show

Our cohosts deliver a practical conversation on cultivating relationships with high net worth (HNW) donors. They explore how nonprofit organizations of all sizes can define what “high net worth” means in their context, identify aligned individuals, and thoughtfully steward them toward transformational giving.

Tony Beall opens with a foundational point: “We need to define what high net worth means for our own organization—because it looks different depending on your size, mission, and goals.” This nuance sets the stage for a broader conversation that deconstructs common assumptions about wealth and reminds nonprofit professionals that big gifts are rooted in deep, intentional relationships—not cold outreach.

Rather than chase only new wealth, Tony urges nonprofits to begin by mining existing donor data. “Let’s start with who already cares about our mission. We can often elevate those relationships before even casting a wider net,” he shares. The advice is practical and encouraging, especially for smaller teams with limited capacity.

Julia Patrick and Tony also touch on the human side of fundraising—empathy, trust, and consistency. Julia shares a personal story about securing her first $1 million donation, which came not over a fancy lunch, but at a modest cafeteria. “He told me he had grown up without enough to eat, and seeing all that food reminded him of how far he’d come. For him, that was luxury,” she recounts. It’s a moving reminder that motivations are deeply personal—and often surprising.

From prospecting strategies like leveraging SEC filings, Google Alerts, and local business journals to understanding the long timelines involved in major gift cultivation, the episode offers a balanced blend of emotional intelligence and tactical guidance.

As Tony puts it, “Patience and consistency are what build trust—not just with donors, but with the broader community.” And that trust, over time, is what unlocks major gifts.

00:00:00 Welcome to Fundraisers Friday

00:00:20 Julia praises Tony's impact on the sector

00:02:00 What does “high net worth” really mean?

00:03:50 Why your organization needs its own HNW definition

00:07:05 Start with your current donors

00:10:15 Tools for identifying HNW prospects

00:13:20 Using local journals and social registers

00:18:10 Understanding donor motivations

00:22:00 A powerful story about humility and generosity

00:23:30 The two-year major gift timeline

00:26:00 How trust drives long-term giving

00:29:00 Closing thoughts and sponsor thank you

#MajorGiftStrategy #DonorEngagement #NonprofitLeadership

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