Understanding Major Donors: Motivations, Challenges, and Strategies for Non-Profit Sustainability
Author: Dr. Anna Neya Kazanskaia
Publisher: NEYA Global Publishing
Article | NEYA Global Journal of Non-Profit Studies
Year: 2025
ORCID: https://orcid.org/0009-0009-5669-1676
DOI: https://doi.org/10.64357/neya-gjnps-dn-cl-gft-02
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About the Article
Major donors serve as a cornerstone for the sustainability and strategic growth of non-profit organizations. Their financial contributions enable large-scale initiatives, enhance visibility, and foster long-term impact. Yet, the influence of major donors is not solely financial; their support also confers legitimacy and attracts broader networks of resources. This article analyzes the motivations, categories, and expectations of major donors, highlighting the distinct roles of individual philanthropists, corporations, and foundations. Case studies such as the Gates Foundation, MacKenzie Scott, Google.org, and the Pfizer Foundation illustrate how transformative giving shapes global agendas. The discussion further addresses challenges in developing countries, where limited resources and trust deficits hinder donor cultivation, and proposes practical strategies for overcoming them.
Key Topics
- Major donors and philanthropy
- Donor motivations and categories
- Fundraising strategy
- Corporate social responsibility
- Foundations and institutional giving
- Non-profit sustainability in emerging contexts
Suggested Citation
Kazanskaia, A. N. (2025). Understanding Major Donors: Motivations, Challenges, and Strategies for Non-Profit Sustainability. NEYA Global Journal of Non-Profit Studies. Neya Global Publishing. https://doi.org/10.64357/neya-gjnps-dn-cl-gft-tp-02
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