I think one of the most difficult aspects about the job of an MGO is qualifying donors to be part of your caseload. It can be quite discouraging, if you don’t have the right attitude about what you’re really trying to accomplish.
Right now at Veritus Group we have several MGOs who are in the qualifying stage of building their caseloads. I know that Richard and I have described the qualifying process many times in this blog, but I’ll go over it quickly to remind you.
At Veritus, before we assign an MGO a caseload of donors we want to make absolutely sure these donors actually want to relate to the MGO in a more personal way. We start with what we call a “pool” of potential major donors. Then we create a series of communications such as an introductory letter, follow up phone call, a survey and another follow up phone call to invite the donor to relate to the MGO.
That is the process. But this is where it gets tough. The hard part in this process is that – more often than not – you will get “rejected” by a donor. The donor doesn’t want to relate to you in a more personal manner, they don’t want your calls or visits, and they like the relationship they have with your organization just fine.
In most cases this will happen every 2 out of 3 or even 3 out of 4 times. That’s a lot of “no’s.” If you, the MGO, are not prepared for this properly, you begin to think there is something wrong with the approach (strategy); or even worse, you take it personally. Let me put you at ease:

1. It’s the right approach. This qualifying process is doing what its supposed to do: namely, to clarify how many donors really want to relate to you in a deeper way. We see so many MGOs struggling because they have 200-500 donors on their caseload. This is unmanageable and quite frankly, even more discouraging for you. You want people who say “yes” to you on your caseload – and no more than 150 of them.
2. It’s not about you. To be a successful MGO you have to understand that donors are not rejecting you personally when they say no. Unless you have done some grievous act, donors have many other reasons not to relate to your organization they way YOU may want them to. This is okay. This is what donor-centered means: allowing the donor to set the type of relationship they want with your organization.
3. This is all good stuff. Ultimately, you want donors who want a relationship with you. So donors that tell you “no” actually make your job much easier. Richard and I have known MGOs who constantly bang their heads against the wall trying to get donors to meet with them. Usually, this is because their donors have not been qualified. Knowing how your donor wants to relate to your organization, no matter the answer, is truly a gift.

So as you are going through the qualification process with your pool of donors, don’t get discouraged that most of them don’t get back to you or tell you they don’t want a relationship. Be encouraged! Now you know the boundaries these donors really do want in their interactions with you.
Lastly, if a donor does “reject” your offer to relate to you more personally, don’t just automatically “give up” on them. Over time, go back and “check in” with them. See how they are doing. Write them a personal note of thanks and tell them all the cool things going on at your organization. Then gently nudge them again to see if they might be willing to have you visit or entertain a personal proposal. Remember, major donors need to trust you. That may take some time. When they see how genuine you are, they may be more willing to open up to you.
So, be encouraged! Qualifying donors is truly the donor-centered approach to major gift fundraising.
Jeff