Major Donors and the Power of Philanthropy

How to engage major donors in a changing fundraising landscape 

Charities across the UK are navigating one of the most challenging fundraising environments in decades. Rising costs, squeezed household incomes, and growing demand for services are putting pressure on every fundraising income stream. In this climate, major donor fundraising is not just important, it is essential. 

But how do you find major donors and where do you start? And more importantly, how do you build the relationships that lead to transformational giving? 

Philanthropy is changing – and so should your strategy 

The traditional 80/20 rule, where 80% of income comes from 20% of donors, is evolving. Today, it’s closer to 90/10. That means your top 10% of supporters could deliver 90% of your fundraising income. 

To succeed, charities must invest in philanthropic strategies that build deep, lasting relationships with high-value donors.  

At Compton, we’ve seen success when charities move away from broad acquisition and instead invest in peer-led fundraising. By asking the right questions of your database and engaging existing supporters, you can uncover new major donor prospects without costly outreach. 

10 essentials for major donor success 

Drawing from our seven decades of experience, here are 10 key factors that help charities succeed with major donors: 

1. A compelling case for support – urgent, strategic, and backed by solid financials 
2. Leadership by example – trustees and executives must be active fundraisers 
3. Prospecting with purpose – mine your data and build a top 20 prospect list 
4. Donor readiness – be confident and open to engaging with wealth 
5. Peer-to-peer networking – leverage existing donors to reach new ones 
6. Joined-up fundraising teams – break down silos and share insights 
7. Supporter journey – offer training and tools to help donors fundraise 
8. In-person engagement – build trust through face-to-face meetings 
9. Clear storytelling – be direct about your needs and impact 
10. Investment in major gifts – reallocate resources to what works 

 Read more on our Issues Paper.  

Are you major donor ready? 

A successful philanthropic programme starts with honest reflection. Do you have the right case for support? Are your leaders trained and engaged? Is your database working for you? 

If you’re unsure, a Compton major donor review can help. In a matter of days, our experienced consultants can assess your current position and provide a practical plan to move forward. 

Book your free consultation 

• Contact us 
• Call 0207 038 3555 
• Learn more about our services