Engaging Major Donors in a Digital Age
Scaling Major Gifts. Strategies, action steps, and ideas for scaling major gifts by Tammy Zonker, Major Gift Expert & Keynote Speaker.
After nearly 30 years in major gifts, I’ve seen our field transformed—sometimes overnight—by technology. But one thing has never changed: major donors want to feel seen, valued, and connected to our missions.
Today, as executive directors, development leaders, and board members, we face the challenge (and opportunity) of building authentic relationships in a digital-first world. Let me share what I’ve learned, the pitfalls I’ve witnessed, and the practical solutions that keep donors engaged, loyal, and inspired—no matter the medium.
Why This Matters—Now More Than Ever
In my experience, the stakes have never been higher. Donor expectations are rapidly evolving, and digital communication is no longer a “nice to have”—it’s the default. According to recent data, 63% of donors now prefer to give online, and 48% say regular email communications are most likely to keep them engaged and inspire repeat donations. These numbers have only grown in the past few years. Even our most seasoned major donors—those who once cherished a handwritten note—are now comfortable with video calls, digital reports, and interactive updates.
But here’s the catch: while digital tools make it easier to reach donors, they also make it easier to lose them. The average donor receives over 120 emails a day, and the current donor retention rate has dropped to 42.9%, down from previous years. In this environment, generic outreach just doesn’t cut it.
Common Pain Points: What Keeps Us Up at Night
I’ve heard the same worries from colleagues across the sector:
“How do I make my emails stand out in a crowded inbox?”
“Are my digital thank-yous as meaningful as a phone call or handwritten note?”
“How do I build trust and transparency when I can’t meet face-to-face?”
“What if our technology feels impersonal or creates more work than it saves?”
One surprising statistic: 32% of donors are most inspired to give via social media, followed closely by email at 30%—but only 18% say social media keeps them engaged long-term. This tells me that while digital channels are powerful, they must be used strategically and authentically.
What Works: Practical Strategies for Digital Engagement
Over the years, I’ve tested countless approaches. Here’s what I’ve found most effective:
1. Personalize Every Touchpoint
Use our CRM to track donor interests, giving history, and communication preferences. Personalized emails see open rates more than 82% higher than generic ones, and segmented campaigns can boost revenue by up to 760%. Never send a “Dear Friend” email to a major donor.
2. Embrace Storytelling and Visuals
Donors want to see their impact. Share behind-the-scenes videos, photo diaries, and real-time updates—content that brings our mission to life. Social media posts with faces get 38% more engagement, and stories are 22x more memorable than facts alone.
3. Leverage Automation—But Keep It Human
Rely on tools like Bloomerang, Sumac, BombBomb, and ThankView to automate routine tasks (like receipts and reminders) while reserving personal outreach for key moments. For instance, a quick video thank-you or a personalized birthday message can make all the difference.
4. Make Giving Easy and Enjoyable
A seamless, mobile-friendly donation process is non-negotiable. Regularly test your online forms and ensure they’re frictionless. If a donor hits a snag, you want to know about it—and fix it fast.
5. Invite Two-Way Engagement
Polls, surveys, and “reply back” campaigns in emails or texts invite donors to share their thoughts. I’ve hosted virtual coffees and digital town halls, which have led to some of my most meaningful donor conversations.
6. Celebrate Milestones and Show Gratitude
Never miss a giving anniversary or donor birthday. Recognition increases donor retention by up to 27%—and it’s easy to automate reminders for these personal touches.
Case Study: Monthly Giving Program Growth
Let me share a real-world example. One organization I advised revamped their monthly donor program using targeted digital outreach—personalized email series, integrated website graphics, and social media promotion. The result? A 23% increase in monthly donors and a 26% boost in revenue over the test period. Notably, lower initial ask amounts converted more people without lowering the average gift. This wasn’t magic—it was intentional, data-driven stewardship.
Tools I Recommend
Bloomerang: For donor management, segmentation, and retention insights.
Sumac Donations: For robust donor tracking and integrated online forms.
ThankView or BombBomb: For personalized video thank-yous and stewardship reports.
Momentum: For AI-driven donor engagement plans and custom stewardship steps.
PairSoft: For automating gift processing and integrating with your CRM.
These tools streamline operations, automate routine tasks, and free up your team to focus on what matters most: building relationships.
Actionable Takeaways
Audit your digital touchpoints: List every way you connect with donors online. Identify which feel personal and which need improvement.
Segment your major donor list: Use your CRM to tailor communications based on interests and giving history.
Send a personalized video thank-you: Try ThankView or a simple smartphone video for your next major gift.
Share a donor story: Feature a donor’s impact (with permission) in your next newsletter or social post.
Track and analyze: Monitor engagement metrics (opens, clicks, replies) and adjust your approach based on real data.
We’re In This Together
If there’s one thing I’ve learned in three decades, it’s this: technology will keep changing, but the need for authentic connection never will. Donors want to feel like partners, not transactions.
When we combine the best of digital tools with a genuine human touch, we build trust, inspire generosity, and create lasting impact.
I’d love to hear from you: What’s working for you in this digital-first world? What challenges are you facing? Connect with me on LinkedIn and share your experiences, ask questions, or offer your best tip. We’re all learning together—and a high tide lifts all boats.
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Keep scaling,
Tammy Zonker
Major Gift Expert & Keynote Speaker
President, Fundraising Transformed
President & Dean, Modern Institute for Charitable Giving