Live webinar · Wednesday 4 November 2026
How to make first contact with a major donor prospect
Capture Major Donor Interest from First Contact
The first contact a prospect has with your charity shapes how they see everything that follows. Most prospects are short of time and skim what they are sent, so the approach has to be brief and clear, and it has to make them feel valued. In this one-hour webinar I show you how to use your prospect research to plan that approach, including what to say, how to say it and who is best placed to make contact.
When: 12 noon to 1pm UK time · Where: online, Microsoft Teams · Includes: live Q&A and the recording
What Planning your first approach
Your prospect research tells you who to approach, when and how. The session then works through three decisions, using a worked example to show how they fit together.
1
What to say
How do you open a conversation that is not about money?
Ask for the prospect's advice, drawing on their professional experience, or for their opinion of your work. It gives them a reason to reply and a part to play from the start.
2
How to say it
How do you get read by someone short of time?
Clear, brief and direct, written for someone who skims. It also has to give them a reason to want to hear more.
3
Who makes contact
Who is best placed to approach them?
It may be you, or it may be your chief executive, a trustee or a supporter who knows them. Whoever makes contact needs briefing on why you are getting in touch, for now and for the longer term.
How a prospect should feel after first contact
The session starts here, with the feelings a first contact should leave behind, and the ones to avoid, such as feeling part of a process.
Valued · Listened to · Inspired · Part of a group with the same goal
What you will learn
Why first contact shapes the whole relationship, and what the psychology of giving says a prospect should come away feeling
How to use prospect research to decide who makes contact, when and how, with a practical task
What to say at first contact, including asking for a prospect's advice, opinions and perspective
How to write and speak for a prospect who is short of time and skims what they read
How to choose the right person to make the approach, and how to brief them
How and when to follow up once the approach has been made
A prospect should come away from first contact feeling valued and listened to.
What the session is built around
You leave with a plan you can use for your own first approaches. There is time for your questions at the end, and every attendee receives the recording to watch again.
Who is this webinar for?
Fundraisers, managers and charity leaders who have a prospect in mind and are unsure how to make the first approach. It suits people new to major donor fundraising, and people whose approaches so far have had no reply.
If you came to the 3 Cs webinar on 30 September, this session follows on from it. You left with a ranked list, and this is how to approach the names at the top.
Your trainer: Beth Upton
Founder and CEO, Money Tree Fundraising
Beth has worked in fundraising since 2002. She started in corporate fundraising at Macmillan Cancer Support, then moved to smaller charities to be closer to the cause, becoming Campaign Manager for the Marlowe Theatre rebuild and later Director of Fundraising at Vision Aid Overseas.
She founded Money Tree Fundraising in 2010. Since 2018 the team has worked with more than 130 charities on major donor, legacy and trust fundraising. Beth holds the Certificate in Philanthropic Psychology (with merit) from the Institute for Sustainable Philanthropy and is an ILM Level 7 qualified coach.
The details
Date: Wednesday 4 November 2026
Time: 12 noon to 1pm UK time (GMT)
Length: 60 minutes, including Q&A
Where: Online on Microsoft Teams. We email your joining link on the day.
Recording: Included for every attendee
Price: £30 plus VAT (£36 in total)
Book your place
Questions
Will I get a recording?
Yes. Every attendee receives the recording to watch again.
What time is the webinar?
12 noon to 1pm UK time.
How do I join?
The webinar runs on Microsoft Teams. We email your joining link on the day of the event.
Do I need to have come to the 3 Cs webinar?
No. This session stands on its own. If you did come, it follows on from what we covered.
Do I need to have a prospect in mind?
No, but it helps. The session includes a practical task on using prospect research, so if you have someone you want to approach, bring what you know about them.
Book your place for 4 November
One hour, live on Teams, with the recording afterwards. £30 plus VAT, booked online.