How to Secure the Visit and Make the Ask with Confidence

Written By Trent Thompson

Scaling Major Gifts. Strategies, action steps, and ideas for scaling major gifts by Tammy Zonker, Major Gift Expert & Keynote Speaker. 

If there’s one truth I’ve learned in nearly three decades working in major gifts, it’s this: nothing moves the needle for a nonprofit quite like a well-executed major gift ask. As Jerold Panas famously said:

“If you get the visit, you’re 85% on your way to getting the gift.”

That single meeting—securing it, preparing for it, and making the ask—remains the most pivotal moment in our work. Whether you’re a development director, executive director, or board member, mastering this process is essential to your organization’s growth and impact.

The Reality: Why Securing Visits and Making Asks Is So Challenging

In my experience, the hardest part isn’t always the ask itself—it’s getting in the room. Over the years, I’ve faced (and seen colleagues face) a familiar set of challenges:

  • Difficulty Engaging and Qualifying Prospects: Too often, we reach out to donors who aren’t ready, leading to silence or polite brush-offs. This typically stems from insufficient pre-qualification and a lack of understanding of a prospect’s interests or capacity.

  • Lack of Response and “Ghosting”: A recent survey found that 60% of gift officers cite “no response at all” as their greatest challenge when securing meetings with potential major donors.

  • Discomfort with Solicitation: Even seasoned professionals can feel a knot in their stomach when it’s time to make the ask. I’ve found this is often rooted in organizational culture or a lack of training.

  • Time Constraints: Administrative tasks and unrealistic metrics can pull us away from what matters most—building authentic relationships.

Sound familiar? If so, you’re not alone.

Practical Solutions: What Works in the Real World

Over the years, I’ve developed and witnessed strategies that consistently break through these barriers:

  • Rigorous Prospect Research: Before reaching out, use your CRM and wealth screening tools to ensure you’re targeting the right people—those with both capacity and affinity. Tools like DonorSearch and Virtuous CRM can help automate and personalize this process.

  • Personalized Outreach: Reference a donor’s past support, interests, or recent news about them. A tailored message is far more likely to secure a meeting than a generic invitation.

  • Multi-Channel Follow-Up: If you don’t get a response to your email, try a handwritten note or a quick phone call. Persistence, paired with respect for the donor’s time, is key.

  • Empathy and Authenticity: When making the ask, focus on the donor’s passions. Frame your request as an opportunity for them to make a meaningful impact, not just a financial transaction. I’ve found that using an “asking framework” grounded in empathy—listening first, then aligning the ask with their values—yields the best results.

  • Preparation: Go into every visit with a clear goal, a suggested amount, and a compelling case for support. Be ready to answer questions and handle objections with confidence and transparency.

Quick Case Study

Let me share a recent example. Last year, I worked with a small arts org struggling to secure major gift visits. We revamped their approach by:

  • Investing in a new CRM to better track donor interests and engagement

  • Training board members to make warm introductions

  • Crafting highly personalized outreach messages

The result? Their visit acceptance rate jumped from 17% to 43% in six months. By year-end, they secured three new six-figure gifts—more than doubling their previous annual major gift revenue.

Recommended Tools & Resources

Actionable Takeaways

  • Refresh Your Prospect Pipeline: Regularly review and update your list of major gift prospects.

  • Set Clear Goals for Each Stage: Define what success looks like for identification, cultivation, solicitation, and stewardship.

  • Invest in Training: Ensure your team (and board) is comfortable with the ask—consider role-playing and script development.

  • Leverage Technology: Use modern CRMs and fundraising platforms to personalize outreach and track engagement.

  • Prioritize Stewardship: Remember, securing the gift is just the beginning. Ongoing, personalized stewardship is essential for retention and future asks.

A Word of Encouragement

I know firsthand how daunting this work can feel, especially when the “no’s” outnumber the “yes’s.” But every successful visit, every transformative gift, starts with the courage to reach out and the commitment to build real relationships. Don’t be discouraged by setbacks—use them as opportunities for learning.

Let’s keep the conversation going. What strategies have worked for you in securing visits or making the ask? Where are you getting stuck? Connect with me on LinkedIn and share your thoughts or reach out directly—I’d love to hear your stories and help in any way I can.

Keep scaling,
Tammy Zonker
Major Gift Expert & Keynote Speaker
President, Fundraising Transformed

Trent Thompson
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