How do fundraisers see major donors evolving?

We know donors want to be strategic in their giving, but what specific trends are fundraisers seeing among major donors? Giving USA’s Impact Giving Insights from Frontline Fundraisers on the Changing Major Donor Landscape shares findings from a survey of 229 fundraisers about the characteristics they’re seeing in major donors (as defined by each respondent’s organization).

Unsurprisingly, fundraisers said the most common “characteristics of ‘new’ or ‘emerging’ types, roles, or approaches of major donors” were being “more interested in measuring outcomes/results” (71%) and wanting “to be more strategic and proactive” (61%). Here are some key takeaways about how fundraisers see priorities evolving and how nonprofits are adjusting.

Major donors want to take initiative

More than half (56%) of respondents said major donors were “more interested in hands-on engagement with nonprofits.” In comments, fundraisers described how donors want to take initiative and be in close conversation and active engagement. One respondent noted that such donors are “more focused on the tangible impact of their giving and they want to be ‘more than a check,’ which can [make it] difficult for some nonprofits to offer meaningful types of engagement.”

What does “active engagement” look like for these donors? According to the report, they want to “participate in and witness the impact of their giving.” Yet, they want “shorter, more direct meetings” while simultaneously demanding deeper engagement. Major donors prefer to engage directly by “making restricted gifts connected to tangible outcomes,” rather than attending fundraising or volunteering events. “This creates a paradox where relationships risk becoming overly transactional and short-term,” the report notes.”

Major donors prioritize restricted gifts

Given that major donors are eager to see immediate and tangible impact, nearly half (48%) of respondents said they prefer to give restricted gifts. Fundraisers noted these donors expect nonprofits to collect—and freely share—detailed and up-to-the-minute data on their activities and results. Not only are these gifts narrowly restricted, they come with additional reporting burdens.

“It’s not just a rising tide anymore. Donors are specific about which ships will be lifted and want to be building that ship,” one respondent commented. Another fundraiser wrote: “They are more interested in outcomes. They…don’t always agree with the direction [our leadership] is going. Oftentimes, they want to give funds [only] to support the direction they think the organization should be going.”

Major donors are loyal to causes, not organizations

Today’s major donors are driven by their own values and the causes they care about, not by ties to specific nonprofits. Nearly half of respondents said they were “motivated by different values” (49%) and “want to give to different causes” (48%). Comments suggested their focus on making a tangible impact translates into supporting organizations they see as advancing the cause with “real results,” rather than those with long-term family affiliations. This focus on major donors’ personal values reinforces the desire for more direct engagement and preference for restricted gifts.

“They are more hands-on and demand more from the institution with respect to the institution’s values,” one fundraiser said. “They are eager to have their imprimatur on a gift, to do something novel that addresses an issue they care about, and that isn’t cookie-cutter.”

How fundraisers are adapting to major donors’ demands

Still, a third (32%) of respondents said they were “extremely optimistic” about the future of fundraising, and another 36% were “somewhat optimistic.” So, how are fundraisers and their nonprofits adjusting to meet major donors’ demands?

Here are the top three changes fundraisers said were needed to adapt to evolving priorities:

In-person cultivation and relationship-building (68%): With major donors seeking quick ways to engage directly in the work, nonprofits need to build relationships that allow donors, program staff, community members, and peers to learn from one another. Strategies include creating small-group experiences through advisory and affinity groups, fostering peer relationships, and expanding peer learning opportunities, educational programs, and site visits.

Donor communications and reporting (66%): Donors looking for clear returns on their investments want impact-oriented messaging that demonstrates measurable results. Fundraisers can get creative with channels and methods—texting, personalized emails, or Zoom meetings, depending on donor preferences. Provide short, “bite-sized” impact reports featuring outcomes data and examples of how other donors achieve impact.

Openness to donors’ ideas and innovations (62%): Fundraisers can incorporate donor ideas earlier in the fundraising conversations rather than waiting until post-gift, the report suggests. Successful adaptation requires intentional, two-way communication that doesn’t compromise the organization’s mission and values.

This article is part of a regular feature where Candid insights shares key takeaways from a new research report to encourage a more data-driven approach to the sector’s work. Please email insights@candid.org to recommend a report for an upcoming feature. 

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