A$5.22M in Major Gifts from 200 Donors Across Three Markets
An international relief charity nearly doubled its high-net-worth major gifts income in a single year, raising A$5.22M from 200 donors across the United States, United Kingdom and Canada using a structured moves management approach.
Revenue, ROAS, and Donors Acquired
Every case study reports the same three headline metrics so outcomes stay comparable across engagements.
The Challenge
The charity had no high-net-worth programme in the United States, United Kingdom or Canada. Almost all revenue was digitally acquired, with only 200 major donors giving largely around a handful of religious dates.
Their challenges included:
- Income concentrated in 200 relationships, where losing a handful moves the annual total materially
- A third of the cohort gives on religious dates, clustering revenue into two seasonal peaks rather than across the year
- Three markets, each with its own tax treatment, giving culture and fundraising calendar
- The leading motivation is giving in memory of a loved one, yet donors were receiving mostly emergency asks
Increasing giving from these 200 relationships required a structured case for support and a disciplined pipeline approach.
What changed
Select a column to focus on it
- Income concentrated in 200 relationships, where losing a handful moves the annual total materially
- A third of the cohort gives on religious dates, clustering revenue into two seasonal peaks rather than across the year
- Three markets, each with its own tax treatment, giving culture and fundraising calendar
- The leading motivation is giving in memory of a loved one, yet donors were receiving mostly emergency asks
- A$5.22M HNWI Major Gifts Raised
- +81% Year on Year Growth
- 200 Major Donors in Cohort
- A$26K Average Gift per Donor
What we did
We based the strategy on the organisation’s needs, capacity and fundraising goals.
Segment by Conviction, Not Capacity
The cohort splits into distinct groups giving for different reasons: 16% are physicians, 10% are founders and executives, and a third give on religious dates. Each group was worked as its own case for support rather than one wealth-ranked list.
Build the Case Around Legacy Giving
The single most cited motivation is giving in memory of someone. Propositions led with lasting works such as water, community buildings and orphan care, supported by tailored keepsakes honouring deceased loved ones.
Run Three Markets as One Pipeline
The US, UK and Canadian programmes were managed as a single cohort rather than three regional lists, with donor care, marketing, programmes and technology supporting the major gifts team.
Start with a practical guide
Put the next step into practice. Enter your name and email for the free PDF and an email copy. No call required.
Find your next fundraising priority
Start with the diagnosis to identify where your charity needs support.