How to Write a Major Gift Proposal That Wins (+Templates)

2) Executive summary

Quickly and efficiently summarize the proposal’s goals, the funding you need, and the difference the donor’s contribution will make.

This section is basically your elevator pitch.

Executive summary example:

3) Organizational information

Introduce your organization by highlighting its mission, achievements, and capacity to manage the proposed project.

Explain how your organization’s mission aligns with broader social or environmental causes, reinforcing the importance of the donor’s alignment with your goals.

This section should reassure the donor of your organization’s credibility and track record.

Example of an about us slide:

4) Program description

• Offer donors a selection of programs to choose from, allowing them to match their support with the initiatives that best meet their personal or corporate giving goals.
• Detail what each program involves and how exactly the funds will be used. This should include specific initiatives, methods, and the program’s scope, connecting back to how these elements serve the larger cause.
• Demonstrate a clear path from investment to impact, showing the donor how their contribution will be activated within the program.

Program description slide example:

5) Statement of need

Clearly articulate why funding is necessary.

Use data, testimonials, and expert opinions to paint a vivid picture of the problem your project addresses.

This section should make the case for urgency and relevance, compelling the donor to act as a necessary partner in a critical cause.

Jeff Schreifels, Senior Partner at Veritus Group with over 27 years of experience in non-profit fundraising, says:

You’d be surprised how many people go through writing the whole gift proposal, but don’t actually make the ask.

They might feel uncomfortable talking about money, fear rejection (which is a normal part of the job!), or even see not asking as a badge of honor.

6) Budget overview

Provide a detailed breakdown of costs associated with the project, and relate these costs back to the outcomes and impacts.

Show the donor that every dollar has a purpose and that their investment is an efficient and effective allocation of resources toward a significant cause.

Budget overview slide example:

7) Impact of the gift

Here, you should describe the change that the donor’s gift will make.

This is the essence of cause selling—connecting the dots between the gift and its impact on the community or field.

Use nonprofit storytelling techniques to illustrate potential success stories and the long-term benefits that will arise from their support.

You can do so through presenting a sustainability plan:

8) Recognition and benefits

Outline how the donor will be recognized for their contribution.

This isn’t just about naming opportunities or publicity—it’s about connecting their legacy to a cause and demonstrating the social dividends of their investment.

Make them see the prestige and respect that comes from being associated with a significant and impactful cause.

Benefits slide example:

9) Testimonials and success stories

Personal stories are powerful tools in cause selling. Include testimonials from those affected by your organization’s work or those who have benefited from similar projects.

These narratives humanize the cause and allow the donor to visualize the real-world impact of their support.

Testimonials slide example:

10) Next steps

It’s important to lead with gratitude and acknowledge the donor’s potential contribution.

However, you should avoid closing the presentation with a generic thank you slide that might signal the end of the conversation.

Instead, keep the lines of communication open, inviting further discussion and collaboration.

Conclude with a clear, action-oriented outline of what will happen once the proposal is approved.

Include timelines and any immediate steps the donor needs to take to set the wheels in motion.

This helps transition the proposal from a hypothetical plan to an imminent reality, ready for the donor’s involvement and action.

Example of a next steps slide:

If you want to learn more, chekc out our blog post on how to end a presentation and get people to act.

2) Qualify your donors

Building on the previous point, qualifying donors helps you zero in on those who are really interested in a deep relationship with your organization and can give more generously.

It’s about using your time wisely and ensuring your efforts are spent on the most promising prospects.

The sad truth is, even when donors fit your criteria, only about 1 in 3 or even 1 in 5 will want to connect with you. And since donor attrition rates are between 40-60% in most organizations, they’re losing millions each year.

Your major gift officers also only have so much time to dedicate to cultivating those relationships, so you want to prioritize people who would be willing to support your cause long-term.

You can do so by analyzing their past donations, checking how involved they are in events and how they respond to communications, and doubling down on what causes matter to them.

3) Match donors to specific programs

Donors are more likely to give when they care deeply about where their money is going. Matching them with the right programs makes their donations feel more personal and impactful.

Once you’ve qualified your donors, look for demographic or sector matches.

Your major gift officer should know the programs inside out and use that knowledge to clearly explain what the program aims to do and why it needs support. Show how their support can make a difference.

4) Develop individual strategies for each donor

Each donor is different. Creating personalized strategies for them shows you respect their individual reasons for giving and increases the likelihood of larger donations.

How to develop a donor strategy:

• Build detailed donor profiles: Gather information about each donor’s past donations, what they like to communicate about, and other causes they care about. This helps you connect with them on a deeper level.
• Set clear goals: Define what you want to achieve with each donor. This might be getting a major gift or just building a stronger relationship.
• Customize your approach: Plan how to engage each donor based on their preferences. For example, some might prefer updates by email, while others might like a phone call or face-to-face meetings.
• Keep in touch regularly: Regular updates that show how their donations are making a difference can make donors feel valued and informed. Tailor these communications to match their interests and the impact they are passionate about.
• Adapt based on feedback: Pay attention to how each donor responds to your interactions. Use this feedback to tweak your approach, showing that you’re attentive to their needs and preferences.

Major gift donor proposal for a healthcare organization

This major gift proposal is structured like the previous ones but is specifically designed for healthcare organizations.

Here, it’s crucial to keep the information easy to understand, avoiding overwhelming donors with medical jargon or too much data.

This proposal does a great job of that by using grayed-out sections to focus attention and adding expandable text sections and links to external resources to keep the main layout clean.

I love how easy it is to digest, and I’m sure busy donors, who receive dozens of similar proposals each week, will appreciate it too.

Donor funding proposal

This major gift proposal is also similar in structure, but I really like how it focuses on data.

The budget slide with its data visualization is especially good. It shows year-over-year progress, which can really get donors excited about what their support could do.

Updating the data is straightforward, and all the charts and graphs update in real time, so I don’t have to worry about keeping them fresh.

And if donors have more questions after going through the proposal? There’s an embedded calendar on the last slide that makes it really easy for them to set up a follow-up meeting!