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The Relationship Advantage: Using Cause Selling to Retain Major Gifts

May 1, 2026

Written By: Eva Fordham, MPA, CAP®, Founder of Expert Philanthropy

Let’s face it: fundraising is a high-stakes game. Competition is steep, and the strategies behind
major gift fundraising have shifted completely. I know this firsthand from spending the bulk of my
career as a major gifts fundraiser and then transitioning into advising high-net-worth individuals on
their charitable giving.

Once seen as a simple year-end transaction, major gifts are now the culmination of a shared vision.
A donor finds a cause they want to support, an organization presents the opportunity, and
then…what if the donor says, “No”? Fundraisers often spend weeks obsessing over the “ask” and
the “close,” frequently forgetting the most rewarding aspect of the major gift journey: the
relationship itself.

This is when using the Cause Selling approach really makes a difference. This relationship-driven
cycle prioritizes the donor’s needs as much as the organization’s mission, turning a high-pressure
pitch into a collaborative, long-term partnership.

1. Building: It Starts with Need Discovery

When building a major gift pipeline, it isn’t about finding the wealthiest person in the room; it’s
about finding the most aligned.

So, put down the pitch deck, and have a genuine conversation with your donor. Conduct a discovery
process to understand their “why.” Why do they care about literacy? Why is environmental
conservation their priority? By asking open-ended questions, you transition from a solicitor to a
partner. This phase is not about convincing someone to give; it’s about uncovering the intersection
between their passion and your specific impact.

2. Retaining: Stewardship, Stewardship, Stewardship

Retention is the essence of organizational sustainability. While Stewardship is the final step in the
Cause Selling model, it also bridges the beginning of the next cycle.

Now, more than ever, retention requires impact reporting that goes beyond a generic newsletter.
Major donors need to see the ROI of their contribution. Whether it’s a personal video from a
scholarship recipient or a private tour of a new facility, thoughtful stewardship helps the donor feel
like an insider. When a donor feels like they are truly pushing the needle in the organization’s
success, they become champions who will advocate for your organization in their own influential
circles.

3. Navigating Rejections: Redefining “No”

The most daunting part of the ask is the potential for rejection. However, the Fundraising Academy
teaches us to view handling objections not as a hurdle, but as an opportunity for further discovery.
A “no” is rarely a permanent door-slam. Usually, it is one of three things:

When you treat “no” as a request for more information, the relationship still exists. A graceful
response to a rejection today is often the foundation for a “yes” in the future.

Case Study: The “Pivot to Partnership”

The Challenge: Many years ago, I inherited a lovely major donor who made six-figure gifts annually
to support our general fund. We had a wonderful relationship, and I even helped him reach the $1
million lifetime mark. From there, I assumed next year’s six-figure gift would be another “slam
dunk.” However, when I provided him with the next ask, it was rejected…hard.

The Rejection: The gentleman sent in a check for a much lower amount. When I called to thank him
and asked gently about the change, he simply responded, “Well, now I’ve given the organization
over $1 million, and I wanted to support someone else.”

The Navigation: Instead of accepting the “no” and moving on, I leaned into the Stewardship phase
of the Cause Selling Cycle. I asked if we could still stay in touch, and he agreed. I continued to
provide him with high-touch stewardship, keeping him respectfully informed of our progress and
ensuring the door remained open without putting any pressure on him.

The Outcome: It took two years, but another six-figure gift appeared. When I called to thank him, he
remarked, “You have always been so kind with your time and sharing updates; I wanted to get
involved again like I used to be.” By turning “no” into “not right now,” I maintained the relationship
through consistent stewardship. He had already proven his commitment; he just needed space to
explore other interests before returning to our cause.

Closing Thoughts: The Relationship-First Mindset

Whether you are adhering to the AFP’s Code of Ethics or following the Cause Selling Cycle, the
principle remains the same: fundraising is about people.

Major gifts are built on a foundation of trust, retained through meaningful impact, and grown
through the honest navigation of “No’s”. When we stop asking for money and start inviting
partnership, the entire dynamic shifts. Remember, donors are savvy, and you probably aren’t the
only organization seeking their support. Lead with respect and curiosity and watch your
relationships authentically transform.

To learn more about the Cause Selling Cycle and how you can sharpen your fundraising skills, explore Fundraising Academy’s asynchronous online class offerings.

Author bio: Eva Fordham is a philanthropic professional with over 15 years of experience serving as
a bridge between high-net-worth individuals and the impact they want to create in the world. Her
career has been defined by a high-touch approach to donor cultivation and the strategic
management of significant gift portfolios. She specializes in working with families and individual
principals to turn their charitable visions into actionable plans. From facilitating meaningful
program visits to developing long-term engagement strategies, she ensures every contribution is
both personal and impactful.

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May 1, 2026

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Cause Selling Cycle, Donor Retention, Recurring Giving, Stewardship
April 14, 2026
April 14, 2026
April 14, 2026
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From Connection to Commitment: Applying the Cause Selling Cycle to Everyday Fundraising

April 2, 2026

Written By: Muhi Khwaja, MPA, CFRE, CFRM
In fundraising, it is easy to fall into the trap of seeing gifts as transactions: a donation is made, a gift acknowledgment letter is sent, and the focus shifts immediately to the next solicitation. But the Fundraising Academy Cause Selling Cycle reminds us that successful fundraising is a relationship-focused, continuous, and donor-centered process. The goal is not just the first gift — it is cultivating long-term loyalty and engagement.

The Cycle is broken into three phases that have been summarized into the following categories: Connecting, Exploring, and Collaborating. These phases include eight essential steps: Prospecting, Pre-Approach, Approach, Need Discovery, Presentation, Handling Objections, The Ask, and Stewardship. Understanding how each step flows into the next helps fundraisers move from mere connection to deep commitment.

Phase 1: Connecting – Finding the Right Partners

Prospecting is the first step. Here, the fundraiser identifies potential donors whose values and passions align with the organization’s mission. Thoughtful prospecting goes beyond wealth screening; it is about understanding motivations and potential alignment.

Once prospects are identified, the Pre-Approach stage begins. This critical step involves gathering insights about the donor — giving history, professional background, and areas of interest. The goal is to enter the conversation informed and prepared, so the approach feels personal and authentic rather than transactional.

There is a real-life example from early in my career that I wanted to share. I identified a prospect who had a personal interest in education equity. During the pre-approach, I learned about their involvement in local education initiatives. When we first met — the approach step — I focused on asking about those experiences rather than discussing a donation. That initial rapport built trust, and that trust carried through every subsequent step of the relationship.

Phase 2: Exploring – Understanding Motivation and Alignment

The Approach itself is the first real interaction. Establishing rapport and tone is key: fundraisers should focus on listening more than speaking, and on creating a genuine human connection. A strong approach sets the stage for deeper engagement.

Need Discovery is a continuous process throughout the exploration phase. In this step, fundraisers ask open-ended questions to uncover what truly motivates a donor. What drives their giving? What allows them to resonate on a personal level? Listening actively here informs the presentation and shapes the eventual ask.

Presentation follows naturally from needs discovery. Instead of delivering a generic pitch, the fundraiser aligns the organization’s mission with the donor’s motivations. The presentation should inspire engagement, demonstrating how the donor’s gift can create a tangible impact.

At this stage, fundraisers address concerns in Handling Objections. Objections are not failures — they are opportunities to deepen understanding and strengthen trust. Whether concerns relate to timing, alignment, or financial capacity, responding with empathy and transparency maintains credibility.

Key Principle: Focus on the donor. The presentation is not about impressing statistics but about connecting emotionally and intellectually to the donor’s values.

Phase 3: Collaborating – Moving Toward Commitment

The Ask is made only when the relationship is well-cultivated. The Cause Selling Cycle emphasizes that timing matters: an ask is not a sudden demand but the logical next step in an ongoing conversation.

Finally, Stewardship ensures long-term engagement. Stewardship goes beyond a simple thank-you; it involves showing impact, personalizing communication, and reinforcing the donor’s role in the mission. It sets the stage for repeat engagement and even larger future gifts.

To provide another example from my experience, I wanted to share about the experience I had while working with a donor that was hesitant to fund a new program. Through site visits and personalized updates, we built trust. When the Ask was finally made, the donor responded positively. Post-gift, we sent tailored impact reports and invitations to program events — the Stewardship step — which cemented their ongoing support.

Fundraiser’s Reflection: Actionable Takeaways
- Be proactive in Prospecting and Pre-Approach. Identify donors thoughtfully and understand them before engagement.
- Listen actively during Approach and Need Discovery. Your goal is to understand, not just inform.
- Tailor your Presentation to align with donor values. Avoid generic pitches.
- Handle objections with empathy. Use them as an opportunity to build trust.
- Stewardship is continuous. Personalize, show impact, and invite ongoing participation.
When you intentionally guide donors through the Cause Selling Cycle, you will see those initial connections grow into long-term commitments — turning fundraising into meaningful, mutually beneficial relationships.

To learn more about the Cause Selling Cycle and how you can sharpen your fundraising skills, explore Fundraising Academy’s asynchronous online class offerings.
bethtbf

April 2, 2026

blog

Cause Selling Cycle, Donor Cultivation, Stewardship

The Relationship Advantage: Using Cause Selling to Retain Major Gifts

1. Building: It Starts with Need Discovery

2. Retaining: Stewardship, Stewardship, Stewardship

3. Navigating Rejections: Redefining “No”

Case Study: The “Pivot to Partnership”

Closing Thoughts: The Relationship-First Mindset

From Connection to Commitment: Applying the Cause Selling Cycle to Everyday Fundraising

Phase 1: Connecting – Finding the Right Partners

Phase 2: Exploring – Understanding Motivation and Alignment

Phase 3: Collaborating – Moving Toward Commitment

Fundraiser’s Reflection: Actionable Takeaways