Major gift fundraising can feel high-stakes and high-pressure. Development professionals often ask, “Am I reaching out at the right time?” or “Am I making the ask the right way?” While timing and phrasing play a role, transformational gifts usually come down to one thing: trust.

If you work in fundraising, you know how quickly the day fills up with reports, meetings, and campaign deadlines. It’s easy to default to checklists and pipelines. But at the core of your work is something much deeper: shared values between your organization and your donors.

DonorPerfect teamed up with major gift strategist Tammy Zonker to create The Major Gift Fundraising Workbook, a free resource with tips and exercises to help you raise more by reframing your role—from fundraiser to “relationship architect.”

Download your free copy today >>

Why trust and sincerity drive major gifts

Major donors rarely give because of the right ask.
They give because:

• They believe in your mission
• They feel emotionally connected
• They trust the people behind the work

Sincerity builds this trust. When donors feel heard, understood, and appreciated, they begin to see themselves as part of your organization’s future. And that shift—from donor to partner—is the essence of major gift fundraising.

Five ways to bring sincerity into your major gift strategy

1. Speak from the heart - Let go of the perfect pitch. Approach conversations with curiosity and gratitude. To practice, try making a thank-you call without a script and let your appreciation speak for itself.
2. Ask meaningful questions - Go beyond surface-level updates. Ask what motivates your donor and how they hope to make a difference. Try asking, “What first drew you to our mission?” and explore more giving opportunities from there.
3. Mirror donor values - Show donors how their personal beliefs are reflected in your organization’s impact. For example, “Your support of environmental justice helped us protect 500 acres of wetlands this year.”
4. Share the big picture - Transparency about challenges fosters a sense of shared responsibility. Let donors into your process, not just the outcomes.
5. Stay connected - Consistent, meaningful touchpoints keep relationships strong. A quick update or a behind-the-scenes photo can go a long way.

Build your strategy around real relationships

When your approach centers the donor as a mission-aligned partner, giving becomes a shared journey. The most effective major gift fundraisers act as relationship designers. They understand that lasting support comes from personal alignment, not persuasion.

This means:

• Listening more than you speak
• Tailoring communications to each donor’s goals
• Tracking engagement metrics, not just financial ones

Take the first step

You don’t need to reinvent your entire strategy overnight.

Start with one sincere act:

• Reach out with gratitude
• Ask a values-based question
• Send a personalized update

Small moments of connection lay the foundation for transformational giving. When you lead with heart, your major gift strategy becomes not just effective, but deeply meaningful.