For nonprofit leaders, 2026 is shaping up to be a defining year.
Economic uncertainty, shifting political priorities, and evolving donor expectations are forcing organizations to rethink how they fund their missions. One truth remains constant: individual giving remains the largest funding source of nonprofits in the US, according to Giving USA’s annual report.
Individual donors are also the most reliable and resilient source if properly stewarded. They will outlast any government contract (subject to political winds), any foundation funding (subject to a new directional interest), any corporate sponsorship (subject to changes in internal leadership and profit margins). They are people who just genuinely care about the work you do and the impact you have.
In a recent Executive Forum conversation with nonprofit CEO leaders, one message came through clearly—a predictable major gifts pipeline is essential in these times of uncertainty.
Why Major Gifts Matter More Than Ever
Approximately 70% of all philanthropy in the U.S. comes from individuals. Individual donors are less susceptible to external environmental shifts—if they are engaged and stewarded effectively.
A strong base of individual donors provides:
- Stability during uncertain times
- Flexibility to pursue bold strategic goals with less restrictions
- Independence from changing institutional priorities
Without a strong base of individual donors, even the most ambitious plans risk remaining ideas rather than becoming reality, or getting underway, only to later have the plug ‘pulled’.
The CEO’s Role: From Operator to Fundraiser-in-Chief
In our work helping nonprofits build major gift donor pipelines, the patterns we see that lead to success include:
- CEOs dedicate up to one-third of their time to fundraising – 50% is even better (including time engaging and cultivating the board).
- The CEO ensures strong, transparent partnerships with internal development leaders and across all other teams that facilitate ‘easy’ philanthropy for donors. Silos at the nonprofit = not easy philanthropy for the donor.
- The CEO and Development Director create structured, recurring time to review donor data and strategy.
If you can begin to shift your leadership behaviors in this direction, it will be transformational to building your major gifts pipeline.
When CEOs actively lead fundraising efforts, it signals to the entire organization—and the board—that philanthropy is a priority.
Board Engagement: Unlocking Untapped Potential
You need a highly engaged board. I know, easier said than done. Too many boards remain stuck in governance mode, missing their opportunity to unlock the organization’s full potential.
Organizations seeing breakthrough results are reimagining their boards as:
- Donors who lead by example
- Ambassadors who advocate for the mission
- Storytellers who communicate impact
- Connectors who open new doors
Some are even experimenting with separate fundraising boards. Be careful, however, thinking you can ‘outsource’ fundraising from your ‘main’ board. Maybe and maybe not. That question is full of trade-offs and deserves careful consideration.
We profiled Richard Gottlieb, an Executive Director who eventually set up a separate foundation, just so he could have another board to work with, as he found engagement with his ‘main’ board so incredibly productive for the organization. His main board wrote personal checks for over $2.0 million every year. In this case he was ready for another board! You can his read story: Rewriting the Rules: How Nonprofit CEOs Can Achieve Extraordinary Community Impact Supported by Outstanding Fundraising Results
The key is intentionality. Leaders in the Forum recognized that the board that got them here may not be the one that takes them to the next level.
From Transactions to Transformation
Something that became clear in our discussion was a predictable pipeline doesn’t come from more solicitations—it comes from better relationships.
Some specific strategies shared in the forum included:
- Lead with Vision
Donors don’t like to give to fill budget gaps—major gifts come from wanting to partner with you in creating change. If you want success, craft your messaging to reflect that. Even more than messaging, your planning and internal discussions at the board and staff level needs to reflect that. What could you do with 20% more unrestricted funding? Let yourself dream big. When growth aspirations and your capacity to get there becomes clear, then you have something meaningful to engage donors and prospective donors. - Define the Donor Journey
Cultivation is a process. Let your donors go on a journey to get to know you better. Did you ask your spouse to marry you on the first date? Sometimes that works, but mostly not. Define the journey so you can track it and know when and how to engage donors and prospective donors as an organization. - Re-engage Loyal Donors
Focus groups and surveys can unlock new energy from long-time supporters. Make re-engagement a priority! - The “Advice First” Approach
Start by asking for insight, not money. Meaningful engagement often leads naturally to financial support. - Move Beyond Mailers
Direct mail still works—but it’s no longer enough. Personal outreach, especially phone calls, builds lasting connections. Reach out and tell donors to check their mailboxes if you’ve sent mail. Get on the phone with loyal donors you may have never spoken with, find out why they give and what they love most about your work. These can be incredibly valuable conversations for you and them.
Common Pitfalls and Risks Undermining Growth
Even well-intentioned organizations fall into traps that limit their fundraising potential:
- Asking too quickly results in smaller gifts than you would get if a donor was properly cultivated and had a true journey.
- Never asking. Some development directors spend all their time building relationships and never ask for a gift. You are leaving money on the table and doing a disservice to the donor.
- Adopting a “beggar’s mindset” diminishes value. If you feel any shame in asking for support, it is a sign your mindset around money may need work. The Soul of Money is a great read to help us develop a healthier relationship to money and asking for it with clarity and confidence.
- Over-relying on events, leading to burnout and limited returns
- Investing in technology without aligning strategy and process
Avoiding these pitfalls is just as important as implementing best practices.
The Path Forward: Steady, Intentional Growth
The most important takeaway from the forum wasn’t a tactic—it was a mindset.
Building a major gifts pipeline is not about quick wins. It’s about consistent, relationship-driven effort over time.
Organizations that succeed embrace what was described as “steady plodding”:
- Regular donor engagement
- Ongoing strategy refinement
- Continuous alignment across teams
This disciplined approach creates momentum—and ultimately, predictability.
Final Thought
The question isn’t whether your organization should invest in major gifts.
The question is: how much longer can you afford to wait?
In 2026, the organizations that thrive will be those that commit now to building sustainable, scalable fundraising systems—grounded in relationships, driven by leadership, and focused on long-term impact.
We can help. Our team has dozens of years of experience helping organizations build predictable major gift pipelines. Reach out if you’d like to set up a conversation to explore if we might be a good fit to help you reach your aspirations.
