How to Propose Major Gifts That Secure Transformational Commitments in 2026

Major gifts—typically $10,000 and above—fund 80-90% of most nonprofit budgets. But securing them requires different skills than annual fund appeals. You're not asking crowds for small gifts; you're proposing partnerships with individuals who can transform your organization. The difference between proposals that close and those that get polite declines comes down to how donor-centered your approach is.

Most nonprofits write major gift proposals like grant applications: organization-focused, program-heavy, generic recognition mentions. Donors feel like funders, not partners. Successful major gift proposals flip this: donor-centered language throughout, their specific interests front and center, personalized impact projections, and partnership framing that makes them feel ownership.

This guide shows you how to propose major gifts that secure transformational commitments. You'll learn how to shift language from organization-centered to donor-centered throughout proposals, create compelling naming opportunities that donors find meaningful, handle common objections gracefully before they're raised, time proposals strategically and involve leadership appropriately, develop stewardship plans that demonstrate ongoing partnership, and study examples of proposals that closed six and seven-figure gifts.

Donor-Centered vs. Organization-Centered Language

The fundamental shift required for major gifts: make every proposal about the donor's impact, not your organization's needs.

The Mindset Shift

Organization-centered thinking: 'We need $500K to build a new wing.' 'Our programs serve 1,000 families.' 'This will help us expand our capacity.'

Donor-centered thinking: 'Your investment of $500K will enable 300 more families annually to access life-changing services.' 'You'll create opportunities for 1,000 families to thrive.' 'Your gift gives us capacity to meet growing community need.'

Notice the subject of each sentence changes. Organization-centered proposals make the organization the subject. Donor-centered proposals make the donor and their impact the subject.

Specific Language Shifts

Opening paragraphs:

Weak: 'XYZ Nonprofit was founded in 1985 and has served our community for 40 years. We operate five programs and serve 2,000 people annually. We're seeking major gifts to expand our impact.'

Strong: 'Imagine 500 families in our community moving from crisis to stability—that's what your transformational gift will create. You've expressed passion for helping families achieve self-sufficiency. This proposal shows how your investment of $500,000 accomplishes exactly that, creating lasting change for generations.'

The strong version opens with donor impact, connects to their stated interests, and frames the ask as investment in their values.

Throughout the Proposal

Budget section:

Organization-centered: 'The total project cost is $2M, broken down as follows: Construction $1.2M, Equipment $400K, Staffing $400K.'

Donor-centered: 'Your leadership gift of $500K represents 25% of the total investment needed to serve 1,500 additional youth annually. Specifically, your gift funds: State-of-art learning spaces where youth thrive ($300K), Technology that prepares them for future careers ($120K), Expert mentors who guide their development ($80K).'

Reframe every budget line in terms of outcomes and donor's role, not just costs.

Recognition Section

Organization-centered: 'Donors of $500K will have their name on the building entrance.'

Donor-centered: 'Every young person entering this space will see your name and know someone believed in their potential. Your legacy will inspire 25,000+ youth over the next 20 years, reminding them that caring adults invested in their success.'

Connect recognition to meaning and legacy, not just visibility.

Creating Meaningful Naming Opportunities

Naming isn't just about putting donor names on buildings. It's about creating legacy and meaning.

What to Name

Physical spaces: Buildings, wings, rooms, gardens, plazas, theaters, classrooms, labs
Programs: Scholarship funds, fellowship programs, annual events, lecture series
Positions: Endowed chairs, director positions, fellowship slots
Initiatives: Research programs, conservation projects, capital campaigns

Pricing Naming Opportunities

General formula: Name = 50% of total cost for new construction, 100%+ of cost for endowed positions/programs

Examples:

• $5M building = $2.5M naming gift for whole building, $500K-1M for major wings, $100K-250K for rooms
• $2M endowed professorship = $2M+ naming gift (endowment generates salary in perpetuity)
• $500K scholarship program (one-time cost) = $500K naming gift

Making Naming Meaningful

Don't just offer name placement—explain the meaning and impact.

Generic: 'The Smith Family Building will house our expanded programs.'

Meaningful: 'The Smith Family Center for Youth Excellence will serve as a beacon of hope for youth in our community. Your family name will become synonymous with opportunity, inspiring young people for generations. Every graduate of our programs will remember they succeeded in the space the Smith family created for them.'

Alternative Recognition

Not every donor wants a name on a building. Offer options:

• Honoring others: 'In memory of' or 'In honor of' designations
• Mission-based naming: 'The Center for Hope' instead of personal names
• Anonymous recognition: Impact plaques without names
• Digital recognition: Website honor rolls, virtual tours
• Exclusive experiences: Behind-the-scenes access, advisory roles, special events

Ask donors what recognition would be most meaningful to them.

Handling Common Objections

Address potential concerns proactively in your proposal before donors raise them.

Objection: 'How do I know you can actually deliver this?'

Address with: Track record section showing similar projects you've successfully completed, with outcomes data, timelines met, and budgets managed responsibly. Include third-party validations, audits, and testimonials from previous major donors.

Example: 'We understand this is a significant investment. Our track record demonstrates we deliver: Over the past decade, we've successfully completed three major expansions, each on time and on budget. Our most recent $3M capital project was completed three months early and 8% under budget, now serving 40% more families than projected. Independent evaluation confirmed 91% achievement of stated outcomes.'

Objection: 'What if the need changes or the program doesn't work?'

Address with: Flexibility language and adaptive management approach. Show you'll measure outcomes, learn from data, and adjust approaches—but the mission and donor's intent remain central.

Example: 'We're committed to results, not rigid adherence to initial plans. We'll evaluate outcomes rigorously every six months. If approaches aren't working, we'll adapt methods while remaining true to the mission you're funding. Your investment agreement includes flexibility provisions allowing program adjustments based on evidence, ensuring your dollars create maximum impact.'

Objection: 'Why such a large ask? Can't you do this for less?'

Address with: Detailed budget justification showing you've been thoughtful about costs and efficient in planning. Offer tiered options if appropriate.

Example: 'We've designed this as lean as possible while ensuring quality outcomes. We solicited competitive bids, value-engineered throughout, and cut non-essential elements. The $500K request represents true costs to serve 300 families with proven, high-quality programming. We can offer a phased approach: $250K serves 150 families year one, with expansion in year two upon demonstrated success.'

Objection: 'What happens after my gift? Will you just ask for more?'

Address with: Clear stewardship plan and sustainability strategy showing how the program continues beyond their gift.

Example: 'Your $500K gift launches this program and funds three years of operations—time to prove impact and build sustainability. Our plan diversifies funding through earned revenue (15%), government contracts (25%), and broad donor support (60%). By year three, your initial investment creates a sustainable program serving families in perpetuity. We'll update you quarterly on progress toward sustainability.'

Objection: 'How involved will I be? I can't take on major time commitments.'

Address with: Clear options for involvement level—from hands-off to deeply engaged.

Example: 'We offer flexible partnership options: Hands-off: Quarterly impact reports and annual meeting; Moderate: Add semi-annual site visits and program advisory role; Engaged: Monthly meetings with program leadership and strategic planning involvement. You choose the level that fits your interests and availability.'

Key Takeaways

Use donor-centered language throughout every proposal. Replace 'we need' with 'you will enable.' Make the donor and their impact the subject of sentences, not your organization. Connect every element to their interests, values, and the change they'll create. Major donors are investing in impact, not funding organizational needs.

Create naming opportunities with meaning, not just visibility. Explain the legacy and inspiration their name represents. Offer alternatives for donors who prefer honoring others or mission-based naming. Not every donor wants a building name—some prefer advisory roles, exclusive access, or anonymous impact. Ask what recognition would be most meaningful to them.

Address objections proactively before they're raised. Include track record of delivery, flexibility for adaptation, detailed budget justification, sustainability plans, and clear involvement options. Anticipating concerns demonstrates thoughtfulness and builds confidence in your capacity to steward their major investment.

Time proposals strategically and involve leadership appropriately. Major gifts take months of cultivation before proposals are presented. Executive Director or board members should personally deliver proposals. Multiple touchpoints matter—initial conversation, written proposal, follow-up meeting, site visit. Never rush major donors or present proposals before relationships are ready.

Develop comprehensive stewardship plans that demonstrate ongoing partnership. Specify exactly how often and how you'll communicate impact. Offer involvement opportunities that match donor interest. Show the relationship continues and deepens after the gift. Major donors are partners, not transactions—treat them accordingly.