Annual campaigns and grassroots fundraising will always matter. But for nonprofits looking to fund bigger ambitions, cultivating relationships with major donors opens doors that smaller gifts cannot. The organizations that succeed are the ones that understand what motivates these donors, how they make giving decisions, and how to become one of the causes they choose to support for years to come.
Major donors rarely give on impulse. Many treat philanthropy as an extension of their broader financial and estate planning, working alongside financial advisors, attorneys, and tax professionals to decide where their charitable dollars will do the most good. Because these decisions often take shape long before a check is written or a grant is recommended, nonprofits that build relationships with the advisor community gain visibility at the exact moment giving plans are formed.
The donor pool itself is also shifting. While many major philanthropists built their wealth through long business or corporate careers, a growing share are younger entrepreneurs, executives and investors. Women are playing an increasingly central role as well. Research from the Indiana University Lilly Family School of Philanthropy's Women's Philanthropy Institute shows that women already hold about 40% of global wealth and are more likely to give, and to give more, than men across nearly every income level. The institute's research also points to a massive intergenerational wealth transfer, with tens of trillions of dollars expected to shift largely into women's hands over the next two decades, making this audience one nonprofits cannot afford to overlook.
Regardless of background, today's major donors increasingly want proof, not just promises. They gravitate toward organizations that can clearly show measurable outcomes and lasting community impact rather than simply writing a check and hoping for the best.
Donor-advised funds, commonly known as DAFs, have become one of the fastest-growing charitable giving vehicles in the country. A DAF lets a donor contribute cash, securities, or other assets to a sponsoring public charity, claim an itemized deduction in the year of the contribution under IRS Publication 526, and then recommend grants to specific nonprofits over time.
That structure has fueled record grantmaking. According to the 2025 Annual DAF Report from the Donor-Advised Fund Research Collaborative, grants from DAFs to nonprofits reached nearly $65 billion in 2024, a 19% jump from the prior year. For nonprofits, that means a growing pool of pre-committed charitable dollars waiting to be directed, often at the recommendation of a donor working closely with a financial advisor.
Make it simple for donors and their advisors to recommend grants to your organization. Include DAF giving instructions on your donation page, in planned giving materials and in outreach to community foundations and DAF sponsors that manage these accounts.
Reaching advisors and DAF sponsors is only part of the strategy. Nonprofits should also:
That last point is where many nonprofits fall short. Donors and their advisors want confidence that a gift will be managed responsibly. Sound nonprofit accounting solutions and clear financial reporting give major donors the assurance they need to keep giving, and to recommend your organization to others in their network.
Cultivating relationships with major donors is a long game that begins well before the first solicitation. Strong financial management and transparent reporting build the credibility that keeps sophisticated donors and their advisors coming back. As an Ohio nonprofit CPA firm, GBQ Partners works with nonprofit boards and leadership across the state to strengthen the financial systems that support long-term fundraising success. Contact GBQ to talk with our nonprofit industry team about your organization's next steps.
A DAF is a charitable account managed by a sponsoring public charity. Donors contribute assets, receive an immediate tax deduction, and later recommend grants to nonprofits over time.
Many high-net-worth donors integrate philanthropy into their broader tax and estate planning, so advisors often help shape giving decisions well before a gift is made.
Build relationships with donors' advisors, make DAF giving easy, and consistently demonstrate financial transparency and measurable community impact.