Using Prospect Lists for All Donors

Prospect lists are often viewed as a tool for major gifts. But that mindset limits fundraising potential. Every donor, from first-time givers to loyal mid-level supporters, benefits from thoughtful cultivation. A strategic prospecting approach helps nonprofits build stronger donor pipelines, increase retention, and grow giving over time.

Many organizations are already sitting on valuable data. What’s missing is the structure to use that data more intentionally. By building prospect lists for all donor tiers, nonprofits can prioritize outreach, personalize engagement, and make informed decisions about where to invest effort.

Start with segmentation. Review current donors by recency, frequency, and giving amount. Are there lapsed donors who gave generously in the past? First-time donors who responded to a specific campaign? Monthly donors who have never been asked for a larger gift? Each group presents opportunity, but not every donor should be cultivated in the same way.

For midlevel donors, prospecting helps identify who might have the capacity and interest to increase their support. Look for patterns in giving behavior or signs of deeper engagement. Did someone give in response to a matching challenge? Have they attended events or responded to surveys? These signals often reveal donors with higher affinity.

Wealth screening tools and donor research platforms can enhance this process. Basic screenings can uncover real estate ownership, board affiliations, political giving, and professional roles. These external insights, when combined with internal data, provide a clearer picture of a donor’s potential. The depth of research should match the size of the gift you’re seeking. A simple flag in your CRM may be enough for smaller donors, while major gift prospects require deeper profiles.

Prospect lists also support better planning. Fundraisers can create mini-portfolios of donors to watch, re-engage, or upgrade. For small shops, this may mean assigning a few dozen midlevel donors to the executive director or development officer. For larger teams, this can guide targeted cultivation across donor segments.

Effective use of prospect lists requires regular attention. Clean your data, remove outdated contacts, and revisit your criteria every few months. What worked last year may not reflect current donor behavior or economic realities. Stewardship preferences can also change. Donors may be more responsive to text messages, short video updates, or one-on-one calls.

Avoid the trap of analysis without action. Prospect lists are only helpful if they drive specific outreach. Use them to tailor appeals, prioritize calls, or plan in-person meetings. Testing small groups first helps refine your approach before scaling up.

Donor prospecting is not just about who can give the most. It’s about understanding who is most likely to engage more deeply with your mission. With the right structure and a thoughtful process, prospect lists can strengthen fundraising efforts across every level of giving.

Cheers,

Michelle Crim, CFRE

Dynamic Development Strategies can help. We offer coaching, grant writing, and fundraising services for our nonprofit clients. We specialize in small to mid-size organizations because we understand your challenges. Please contact us for more information.

https://www.dynamicdevelopmentstrategies.com/