Gemma
Many NHS charities believe major gifts are out of reach. They worry they don’t have the right projects, the right donors, or the right team. But here’s the truth: you absolutely can build a thriving major gifts programme in an NHS hospital — and you’re likely missing out by not starting sooner.
Common Pain Points NHS Charities Face — and How to Overcome Them
Let’s tackle some of the most frequent concerns I hear from NHS fundraisers:
“Our hospital won’t give us a compelling project.” You don’t need a shiny new building to inspire donors. In fact a capital campaign can make it harder as it takes so long to deliver! Start by working with clinicians in one department and engaging their patients to find major donor prospects. You will build a great relationship with that department and their confidence in fundraising will soar!
“We’re not Great Ormond Street.” True — but you don’t need to be. GOSH has built its brand over decades. You can build yours too, starting with strong relationships, great stewardship, and a clear case for support. Donors give to people and impact, not just logos.
“We can’t recruit experienced major donor fundraisers.” That’s a challenge across the sector. The solution? Grow your own. Train your existing team in major gifts skills — listening, asking, stewarding. These skills benefit every income stream, from corporates to legacies.
"We need to find an introduction to Mrs X on the Rich List"I hate to say it but everyone is trying to reach that same wealthy donor. Unless you have a personal connection, I'd recommend focusing on prospects who are warmest to your cause. Major donors are most likely to give to causes they are personally connected to. And they are more than likely walking your corridors.
Lessons for NHS Charities
Major gifts isn’t magic — it’s relationship-building. Anyone can learn it with the right support. Train your team, mentor junior fundraisers, and build confidence through practice.
You don’t need a capital campaign to start. Designated and departmental restricted giving can fund vital work and build momentum. When a big project does come along, you’ll be ready.
You already have potential major donors. Grateful patients, long-time supporters, local philanthropists — they’re in your database. Start with stewardship and build from there.
You don’t need to be GOSH — you need to be you. Your hospital has its own stories, heroes, and impact. Lean into that. Donors want to make a difference locally.
Recruitment is hard — so invest in your existing team. Major gifts skills benefit every area of fundraising. Build a culture of asking, listening, and stewarding — and watch your income grow.