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Self-Study Guides
Major Gift Cultivation and Solicitation

Introduction

Major gifts can comprise the largest portion of an organization's development income. Therefore, an understanding of the principles of major gift cultivation and solicitation is essential for all resource development professionals. That is why this topic is one of the fundamental educational programs offered by the Association for Healthcare Philanthropy Foundation and the Association for Healthcare Philanthropy (AHP).

In this guide, you will find practical information on establishing a strategic plan to cultivate major giving, identifying and nurturing relationships with prospective major donors, and soliciting and accepting major gifts. You also will learn the importance of involving board members in the major gift solicitation process and integrating the major gift solicitation program into the organization's overall development activities. The guide recapitulates material covered in "Major Gift Cultivation and Solicitation" and points you to additional resources to help you gain yet more detailed knowledge of this subject.

Learning objectives

• When you have finished studying this guide, you should be better prepared to:
• understand what motivates donors to make major gifts;
• recognize the characteristics of major gift prospects;
• use the donor cultivation process to nurture relationships with major gift prospects and move them through the donor cycle;
• develop and implement a strategy to promote major giving; and
• monitor and evaluate the major gift program.

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