The major gift prospects hiding in plain sight

Your next major gift prospect isn't necessarily someone you haven't met yet. They might already be in your database — giving smaller amounts, attending events, or engaging with your content — but flying under the radar because you haven't spotted the signals that indicate their real capacity.

This week, we're looking into the art and science of identifying major gift potential before it becomes obvious. From using employment data already sitting in your CRM to find hidden capacity, to understanding how wealthy donors are actually thinking about their giving in 2026, to learning from the patterns of America's top philanthropists who gave $22.4 billion last year.

You'll also discover how affinity targeting can help you reach entirely new audiences who share interests and behaviors with your best supporters, essentially expanding your prospect pool beyond your current network. Relationship-building with existing contacts is crucial, but growth happens when you identify and connect with people who care about your cause but don't know you exist yet.

The take-home template

The window between a prospect showing interest and making a major gift is critical, and your follow-up approach can make or break the opportunity. This collection from FreeWill provides four different email approaches for various situations, from gentle introductions to gift options to continuing conversations after events. You'll learn how to present giving opportunities as beneficial solutions rather than direct requests, helping prospects arrive at their own decision to give.

Snackable snippets

What 350 fundraisers say about major giving 📖

A recent survey of 350+ fundraisers revealed something striking about donor concentration: 88% to 90% of nonprofit revenue comes from just 10% to 12% of donors, and that gap is only growing. The teams that are winning right now have made an intentional decision to focus their energy on their highest-potential relationships rather than spreading themselves thin across massive portfolios.

93% of wealthy donors to maintain, increase giving 📖

New research on wealthy donors found that 93% plan to maintain or increase their charitable giving in 2026, despite citing economic uncertainty and political environment as major concerns. Nearly half plan to give more, driven by strong portfolio performance and increased need in their communities.

How to use employment data to level up your fundraising 📽️

Your CRM contains revealing data about each supporter's capacity to give, but most fundraisers overlook the professional information already sitting in their database. Employment intelligence turns basic job details into a tool to find hidden donor potential.

For your inspiration folder

The Chronicle's Philanthropy 50 shows that America's top donors gave $22.4 billion in 2025. Most donors give to nonprofits they’ve supported over time — reinforcing that relationship-building beats cold outreach. Many split their giving across multiple vehicles: Michael and Susan Dell gave $796 million through their foundation and another $178.9 million through a donor-advised fund, suggesting that flexible giving options matter to major donors.

Higher education dominates the list, but not in the way you might expect. Donors aren't just funding general operations; they're making targeted investments in specific programs, from athletics to engineering schools to student debt elimination.