How to Discover What Really Matters to Your Major Donors (Without Guesswork)
“Work out what really matters to your major donors.”
It sounds simple enough. But when you’re juggling meetings, deadlines, and competing priorities, that kind of insight can feel just out of reach. What does it actually look like in practice?
Is it about sending a survey? Making small talk at an event? Or just guessing based on past donations?
At Money Tree Fundraising, we believe understanding your major donors isn’t about guesswork or gimmicks. It’s about being thoughtful, curious, human—and above all, practical.
And importantly, it doesn’t mean digging into every detail of their personal life. You don’t need to know their favourite wine or where they spent the summer. Instead, focus on the clues they naturally share with you through conversations, preferences, and reactions. Relevant insight—the kind that helps you connect—is already there if you know where to look.
Every interaction is a chance to build a relationship—and every relationship starts with paying attention. But how do you do that in a way that’s consistent, manageable, and doesn’t rely on sheer instinct?
That’s what we’re here to unpack. Below, you’ll find simple, practical steps you can start using today to better understand your major donors—so you can build genuine connections, deepen trust, and grow your programme in a sustainable way.
Step 1: Tune In to What They’re Telling You (Even When They’re Not Saying It Directly)
Major donors often reveal their values and priorities in subtle ways.
Think back to your last interaction. When you shared the latest newsletter, did they reply to highlight a story or project? At your events, who were they drawn to? What topics made them lean in with interest or light up with enthusiasm?
These moments are gold. They give you insight into what matters to them—what feels personal and meaningful. And that insight isn’t just “nice to know.” It’s the foundation of a stronger relationship.
Step 2: Ask the Right Questions
It’s easy to focus on updates and asks. But sometimes the most important conversations are the most open-ended.
Try asking:
What first drew you to our organisation?
When you talk about us with friends or colleagues, what do you say?
You’ll be surprised at how revealing the answers can be. They point to the emotional connection, the personal narrative your donor has built around their giving. And once you understand that, you can shape future communications and opportunities that speak directly to their motivations.
Step 3: Respect Their Preferences
How and when your donors like to communicate matters more than we often realise. One donor might skim a five-sentence email at 7 a.m. Another might prefer a thoughtful phone call at the end of their workday.
When you show that you’re paying attention to their communication style—not just their gift amount—you build trust. You demonstrate that their time is as valuable to you as their donation. That kind of respect deepens rapport. And when the time comes for a future ask—whether financial, strategic, or even social—your donor is more likely to say yes, and say it wholeheartedly.
Step 4: Make Insight Part of Your Process
Great donor stewardship isn’t a one-off—it’s a mindset. Every interaction is a chance to learn something new. Build systems to track these insights, however small. Over time, they’ll form a picture that can guide everything from your next event invite to your next campaign theme.
Ready to Take Action?
You don’t need to overhaul your whole programme overnight. Start by picking two or three donors and having a deeper conversation. Pay attention. Ask a fresh question. Take a note. Then act on what you learn.
At Money Tree Fundraising, we specialise in helping charities grow their major donor programmes with smart strategies that actually work. If you’d like to explore how we can support you, we’re just a call away.
Because when you focus on what matters to your donors, they’ll help you achieve what matters most to your cause.
Money Tree Fundraising work with UK-based charities to grow their high-value giving. That means working with trusts, major donor and capital appeal fundraising departments. Our work spans consultancy, training and interim services. We are on a mission to embed sustainable high value fundraising within charities of all size because We believe that every organisation has the potential to take advantage of high value fundraising.