The use of the words “prospect” and “annual fund” should be outlawed from fundraising. They create a transactional – not relational – mindset.
Major gift fundraisers waste their time if they try over and over to reach donors who really don’t want to connect. The first step in establishing a caseload of major donors is determining who wants to relate to you. This is called “qualifying,” and we’ll show you how.
If you succeed at moving a high-capacity general donor into the major donor category, your general donor program “loses” one of its very best donors. Of course, you aren’t losing anything at all, and it’s not a problem – it’s a major victory for your nonprofit.
Your focus has to be your current caseload of donors. Not the “rich woman” on the other side of town who has a ton of capacity. Don’t allow yourself to stray off the path of minding your portfolio of donors.