Worried About Your Fundraising Goal? It's Time to Double Down on Your Top Donor Strategy

As we barrel toward the end of the quarter or fiscal year, that familiar pressure starts to build. If you're staring at a gap between your fundraising numbers and your goal, take a deep breath – you are not alone.

While the gut reaction might be to cast a wide net with a last-minute appeal, the data points us in a different direction: it's time to focus and be strategic.

In today's philanthropic landscape, we're seeing the Pareto principle in overdrive. That old 80/20 rule? For many organizations, it’s looking a lot more like 90/10. It’s a powerful reminder that a huge portion of our success, often 90% of our funding, comes from the top 10% of our generous donors.

So, if you're worried that your pipeline isn't strong enough to close a critical revenue gap, the most effective solution is to go back to the fundamentals. It's time to craft and drive a laser-focused strategy for your top donors – the people who believe in your mission the most.

Your action plan: The 4-step playbook

Here is a simple, actionable playbook to operationalize your top donor strategy and close that gap.

1. Build the individual donor roadmap

First, pull your list of the top 20 prospective donors with the capacity to make a significant gift. For each one, build a clear, donor-centric roadmap.

• Define the short-term ask (the next 3-9 months): Get specific. What is the ask amount? What project or area will it impact? What is your target "ask by" date and "close by" date?

  Remember to factor in the closing time (building in a 1 to 6 month closing window is essential). An ask in December might not close by year-end, so plan your solicitations early enough to meet your deadline.

• Map the long-term donor strategy: Don't stop at the next gift. Sketch out a three-year strategic arc for their engagement and giving.

• Get to the "why": A great strategy is built on a deep understanding of what truly motivates your donor. Revisit their communication preferences, their giving history, and the specific causes that light them up.

2. Prioritize for maximum impact

Your time is your most valuable asset. You can't give every prospect the same level of attention, so prioritization is key. Look at your list and ask two critical questions:

• Who can help us close our most immediate revenue gaps?

• Who represents the best long-term investment for cultivation and stewardship?

Focus most of your energy on the donors who answer both questions.

3. Create your actionable deliverables

A plan is only as good as its execution. For each top prospect, your goal is to create a simple, actionable deliverable that you can manage in your day-to-day workflow.

• Craft a strategy narrative: For each prospect, write a 1-3 sentence narrative outlining your strategy for cultivation, solicitation, and stewardship. 

• Define the next 3 Steps: What are the next three tangible actions that will move this person toward their next joyful, significant gift? For each step, assign a point person to drive it, identify any partners, and set a realistic timeline.

4. Drive accountability and maintain momentum

Finally, embed this work into your team’s regular workflow. A strategy can't live in a document; it has to live in your actions.

• Document everything: Get your strategies and next steps into your CRM.

• Use your calendar: Block time for your strategic actions. What gets scheduled gets done.

• Hold regular pipeline meetings: This is non-negotiable. A weekly, bi-weekly or monthly pipeline meeting is essential for driving action, adjusting strategy, and keeping your foot on the gas to reach your goals.

The real bottom line

While process and planning are critical, never forget that this work is about relationships. When you engage your top donors in meaningful ways, show them they matter, and connect them to the life-changing impact of their investment, you build unstoppable momentum and inspire generosity.

Need help or a thought partner? Let's chat.

I’m here to support you!

Good luck — you got this!

Jen Stirling
Principal Consultant, Brighter Philanthropy —

Fundraising consulting for higher ed, K-12 and non-profits

As your partner, I’ll bring my considerable expertise, high-energy efficiency, optimistic realism, relational approach, and fresh perspective to guide your team and help your institution reach its goals, enabling more students to thrive. I offer support for campaign services, development organization assessments, staff coaching and board development.