First Impressions, Lasting Impact: The Path to Major Gifts
Scaling Major Gifts. Strategies, action steps, and ideas for scaling major gifts by Tammy Zonker, Major Gift Expert & Keynote Speaker.
After nearly three decades in the world of major gifts, I can say with certainty: the journey to securing transformational support begins long before a check is written. It starts with that very first impression—an interaction that can set the tone for a relationship that lasts years, even decades. Whether you’re a major gift officer, development director, executive director, or board member, how you approach those initial moments with a potential donor can make all the difference.
Why First Impressions Matter
In my experience, donors decide within the first few minutes whether they feel a genuine connection to your organization and its mission. According to research from Stanford, people form first impressions in a matter of seconds, and those impressions are remarkably sticky. For us in the nonprofit sector, this means every interaction—be it an email, a phone call, or a coffee meeting—carries significant weight.
I’ve found that when we approach donors with authenticity, curiosity, and respect, we lay the groundwork for trust. And trust, as we all know, is the currency of philanthropy.
Common Pain Points on the Path to Major Gifts
Over the years, I’ve seen several challenges crop up time and again:
Lack of Preparation: Too often, teams approach donor meetings without sufficient research or a clear strategy, leading to awkward or unproductive conversations.
Transactional Mindset: Focusing solely on the gift, rather than the relationship, can make donors feel like ATMs rather than partners.
Inconsistent Follow-Up: Failing to follow through after the first meeting can erode trust and momentum.
Board Engagement: Board members may be unsure of their role in cultivation, leading to missed opportunities.
These pain points aren’t unique to any one organization—they’re universal. But they’re also surmountable.
Practical Strategies for Success
Here are some approaches I’ve used and seen work well:
1. Do Your Homework
Before every donor interaction, I make it a point to review not just giving history, but also personal interests, past involvement, and even recent news about the donor. Tools like DonorSearch and WealthEngine have been invaluable for this kind of research.
2. Lead with Curiosity
Instead of launching into a pitch, I ask open-ended questions: “What inspired your first gift to us?” or “What are you passionate about in our community?” This approach builds rapport and uncovers motivations that can guide future conversations.
3. Personalize the Experience
One approach I’ve seen work well is tailoring the first meeting to the donor’s interests. For example, if they care about education, I’ll arrange for them to meet a scholarship recipient or tour a classroom. Personal touches create memorable experiences.
4. Consistent, Thoughtful Follow-Up
After every meeting, I would send a handwritten note or a personalized email summarizing our conversation and outlining next steps. This small gesture reinforces the relationship and keeps the momentum going.
5. Engage Your Board
I’ve found that when board members are equipped with talking points and clear roles, they become powerful ambassadors. Training sessions and role-playing can boost their confidence and effectiveness.
Real-World Example: Turning a First Meeting into a Major Gift
While serving as Chief Philanthropy Officer at The Children’s Center in Detroit, I met with a prospective donor who had attended our events but never made a significant gift. Instead of diving into our funding needs, I spent most of the meeting listening—asking about her philanthropic journey and what mattered most to her.
She shared a personal story about a family member who benefited from our programs. That conversation led to a campus tour, where she met staff and saw our work firsthand. Over the next six months, we built on that initial connection with regular updates and invitations to special events. Ultimately, she made a major gift that established a new program in her loved one’s honor.
The key? It all started with a genuine, curiosity-driven conversation and intentional follow-up.
Recommended Tools and Resources
CRM Software: I recommend DonorPerfect or Virtuous for tracking interactions and managing relationships.
Donor Research: DonorSearch and WealthEngine, as mentioned above.
Thank-You Tools: Handwrytten or sending personalized, handwritten notes at scale.
Actionable Takeaways
Prepare for every meeting with donor research and a clear objective.
Ask open-ended questions to uncover motivations and build rapport.
Personalize the donor experience based on their interests.
Follow up promptly with personalized communications.
Engage your board with training and clear expectations.
A Final Word—and an Invitation
If there’s one thing I’ve learned, it’s that every donor relationship is unique, but the principles of authenticity, curiosity, and follow-through are universal. The path to major gifts isn’t always linear, but with intentionality and heart, we can create first impressions that lead to lasting impact.
I’d love to hear your stories—what’s worked for you, and what challenges are you facing? Reply to this newsletter or reach out directly to me on LinkedIn. Let’s keep learning from each other as we build stronger, more impactful organizations.
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Keep scaling,
Tammy Zonker
Major Gift Expert & Keynote Speaker
President, Fundraising Transformed
President & Dean, Modern Institute for Charitable Giving