Fundraising
Re-Engage Lapsed Major Donors: Strategies to Win Back Support
If one of your major donors cut their gift in half (or stopped giving entirely) would you know why?
In a recent episode of the Hey Nonprofits! podcast, fundraising expert Trisha Brauer shared a jaw-dropping story:
A billionaire donor who once gave $500,000 to an organization dropped his gift to $250. Why?
“Because no one bothered to talk to him.”
That’s it. No scandal, no budget cuts. Just silence.
If you’ve ever wondered why one of your major donors stopped giving, the answer often isn’t about money… It’s about feeling forgotten.
Donors Give to People, Not Just Causes
Fundraisers often assume their mission is enough to retain donor support. But high-level donors don’t just give because your cause is noble—they give because they feel personally connected to the organization.
When communication drops off or feels impersonal, donors take note. Many are used to white-glove experiences in their business and personal lives. If your nonprofit doesn’t offer that same level of engagement, they may quietly step away.
The key takeaway?
Major giving is relationship-based, not transaction-based.
The Real Reason You’re Resorting to Silence, Instead of Reaching Out
Trisha points to a common but uncomfortable truth: many fundraisers don’t reach out because they feel intimidated. That hesitation often comes from:
- Lack of training
- Fear of saying the wrong thing
- An internalized discomfort with talking about money
- Or worst of all—gatekeeping by leadership, where only one person is allowed to speak to top donors
This creates a brittle system. If that one person leaves, the donor relationship goes with them.
To solve this, nonprofits must empower more staff to build and sustain donor relationships. Don’t make donor-contact a privilege reserved for executives. Make it a shared responsibility backed by training and support.
So is all hope lost once a major donor stops giving? Not at all!
How to Re-Engage a Lapsed Major Donor
Noticed a drop-off in giving from a key supporter? Here’s what to do:
1. Pick up the phone.
Don’t email. Call. Make it personal.
2. Lead with gratitude.
Start the conversation with a sincere thank you for their past support.
3. Be honest.
Acknowledge the lapse in communication if that’s the case. People value transparency, and now more than ever can smell BS from a mile away…
4. Invite them in.
Extend a simple invitation—a tour, a chat over coffee, or a behind-the-scenes look at your impact in action.
5. Ask what THEY care about.
Rebuild the relationship around their goals, not just your organization’s.
Silence Can Be an Expensive Oversight
If you’re looking for one of the simplest ways to increase donor retention and revenue this year, this is it:
👉 Be human and talk to your donors. Especially the big ones.
Major gifts don’t disappear because THEY stopped caring. They disappear because they feel like you did.
Need More Donor Engagement Tips?
Check out the full conversation with Trisha Brauer below, or schedule a free coaching call with fundraising expert, Jason Ledlow. We’re ready to help you build relationships that last.
Frequently Asked Questions
Why did my major donors stop giving?
Major donors often stop giving because they feel disconnected or underappreciated. If they aren’t personally engaged, updated on their impact, or even thanked properly, they may assume their support isn’t valued and shift their giving elsewhere.
How do I re-engage a lapsed major donor?
Start with a phone call — not an email. Lead with gratitude, acknowledge the lapse if needed, and invite them to see the impact of their past giving. Make it about rebuilding the relationship, not making a new ask right away.
What’s the best way to build strong relationships with high-level donors?
Treat them like partners, not piggy banks. Regular communication, updates on their impact, and personal touches (like a handwritten note or exclusive event invite) go a long way. Only about 5% of donor communication should involve asking.
Should board members help with major donor outreach?
Yes! Board members often have personal or professional connections to major donors. Involving them in outreach can strengthen relationships and make solicitations more effective, especially when paired with staff follow-up.
What role does staff empowerment play in donor retention?
A huge one. If only leadership talks to top donors, those relationships are fragile. Training and empowering staff to engage with donors ensures continuity and builds a culture of stewardship that strengthens long-term giving.