How to Build Partnerships Using a Donor Narrative

In the world of fundraising, there’s a common mantra: “Ask more, make more.” It’s a straightforward idea that has driven countless campaigns. But this approach can miss the mark when it comes to major gift fundraising. 

While it may help fundraisers hit their metric goals, it doesn’t align with how major donors think, feel, or give. And that’s where a deeper, more thoughtful strategy comes into play — one that goes beyond the immediate ask and focuses on building lasting relationships. With this process, you’ll find that you can actually “ask less, make more.”

The Traditional Approach: Where It Falls Short

Many fundraisers begin with good intentions. They look at past donor data, use RFM (Recency, Frequency, and Monetary) modeling, analyze giving patterns and review LYBUNT (Last Year But Unfortunately Not This Year) reports, carefully segmenting their portfolios to decide who to engage with next.

The goal is often to quickly move these donors toward making a gift. Typically, 10 outreaches yield 5 visits, 2.5 proposals and one close. But here’s the catch: This process is fundamentally misaligned with how major gift donors want to engage.

Major donors aren’t just numbers on a spreadsheet; they’re individuals with passions, interests and a deep desire to make a meaningful impact. When fundraisers rush to make an ask, they risk bypassing the essential steps that help a donor truly connect with an organization’s mission. Instead of nurturing a relationship, they focus on closing a gift, and that’s where things go off track.

To truly resonate with major donors, fundraisers need to rethink their approach. It’s about crafting a donor narrative that evolves over time, connecting the donor’s personal story with the organization’s mission in a personal and authentic way.

Here’s how this narrative unfolds:

1. Start With the Scope of the Problem

The first step in building a donor narrative is to immerse the donor in the problem your organization is addressing. This isn’t just about stating the issue — it’s about conveying the vastness, depth and intricacies of the challenge at hand. The goal is to help the donor feel the weight of the problem, sparking a natural response: “How are we going to solve this?”

2. Position Your Organization as Ready to Go

When a donor asks this critical question, the answer isn’t to immediately present a solution. Instead, you take a step back and explain why your organization is uniquely positioned to address the issue. This is where you highlight your organization’s expertise, experience and proven track record. 

It’s about demonstrating that your organization isn’t just another charity; it’s the right charity, with all the right resources, except for the financial fuel to tackle this particular problem. 

Hint: This approach also helps “pre-negotiate” by addressing thoughts that often come up after an ask, like suggestions for alternative solutions (“I know someone who can help with this” or “I’ve developed a technology that could assist with this”).

3. Build Community Among Donors

Once you’ve established your organization’s credibility, the next step is to show the donor that they’re not alone in this journey. Share stories of other philanthropists who have already joined the cause. This creates a sense of community, reassuring the donor that they’re part of something bigger—a collective effort to drive change. 

For many donors, knowing they’re not the first to take the leap makes all the difference.

4. Let the Donor Lead the Solution

Finally, something powerful happens after connecting the donor’s passions with the problem and positioning your organization as the ideal partner. Instead of needing to make a direct ask, you’ll sometimes find that the donor comes forward on their own. They recognize the alignment between their philanthropic goals and your organization’s mission and are eager to contribute. The conversation shifts from “Will you give?” to “How can we work together to make an impact?”

It’s not about asking more; it’s about asking smarter by positioning the relationship as a partnership. When you create a thoughtful, strategic narrative for your donors, you can build stronger, more meaningful connections that lead to lasting impact. 

The preceding blog was provided by an individual unaffiliated with NonProfit PRO. The views expressed within do not directly reflect the thoughts or opinions of NonProfit PRO.