Problem: Non-profits can rely too much on existing donors, risking stagnant growth.

Solution: Use prospecting strategies to build a broad, dynamic list of potential donors, tapping into personal networks, events, and social media to keep expanding and diversifying the donor base.

In fundraising, identifying and cultivating new potential donors is essential to a nonprofit’s sustainability. A robust prospecting strategy continuously refreshes and expands the donor base, counteracting stagnation and ensuring future support. Avoid dependency on a small pool of donors by prioritizing prospecting, which fuels a steady pipeline of contributions for long-term organizational success.

Tool:

• Lists organize data, creating structure within the sometimes chaotic world of fundraising. They help fundraisers…
• Track interactions,
• Segment audiences
• Ensure comprehensive coverage of all potential supporters.
• Fundraisers often find lists invaluable tools, whether for to-dos, donors, or prospects. Lists provide a sense of control, accomplishment, and serve as the critical starting point in fundraising.
• Treat your prospect list like a prized collection (e.g., baseball cards or Pokémon cards), where each contact adds unique value.
• A successful collector first assesses what they have and continues adding valuable items—apply this same mindset to your prospect list.
• Ensure your initial list captures all possible contacts from every corner of your network, even those who may not seem like potential donors.
• This initial phase is about casting a wide net without worrying about narrowing down, which can be done later.
• Start with Existing Connections: Begin with the organization’s current contacts. This includes:
• Donors: Both current and past donors represent established connections with a history of interest.
• Volunteers: Individuals who have donated time may also be interested in contributing financially.
• Event Attendees: Those who attend your events, even if only once, already demonstrate some level of engagement.
• Subscribers and Followers: People who follow your organization online or subscribe to newsletters show a baseline level of interest.
• Staff and Board Networks: Extend your reach through the connections of staff and board members if they’re willing to share contacts.
• Executive Director and Board Contacts: High-level contacts from leadership positions often include influential individuals, which can be pivotal in expanding reach.
• Social Media and Digital Connections: Leverage social media followers and other online contacts to ensure no engagement point goes unnoticed.
• Personal Networks: Draw from diverse areas within your own life and the lives of others in the organization.
• Family, Friends, Neighbors: People within personal networks are often the first to support initiatives, especially when starting.
• Professional Contacts: Include coworkers, supervisors, advisors, and colleagues from past roles.
• Community and Faith Groups: Faith-based communities, neighborhood groups, or other local affiliations can be substantial sources of support.
• Old Business Cards: Review old business cards from events or conferences.
• Team Rosters, Yearbooks, or School Directories: Contacts from past schools, teams, or alumni organizations may yield valuable connections.
• Holiday Card Lists and Personal Address Books: People you’ve stayed in touch with socially may be willing to support a cause close to you.
• Organizing and Managing Your Prospect List
• Database vs. Spreadsheet: Use a Customer Relationship Management (CRM) system to organize data effectively, track interactions, and set reminders for follow-ups. However, a well-structured spreadsheet can work as an interim solution.
• Data Collection and Structure: Record every individual’s name, phone number, email address, and additional notes on how they are connected to you or the organization.
• Organize them by categories like “current donor,” “event attendee,” or “volunteer,” and include any relevant data such as donation history or interests.
• Realistic Relationship Goals: Recognize that only a subset of your list will likely maintain close, ongoing relationships. However, even more distant connections can play a role in supporting your mission through periodic engagement or by serving as bridges to new contacts.
• Growing Your Network
• Set Weekly Networking Goals: Aim to meet and add at least three new people to your network weekly, fostering relationships and expanding your list over time.
• Opportunities in Everyday Interactions: Engage actively in social settings, such as meals or events, and remain open to introductions. These interactions can unexpectedly lead to valuable connections, new opportunities, and insights.
• Host Engaging Events: Events, from fundraising galas to small house parties, create opportunities for interaction, allowing potential donors to experience your mission firsthand.
• Endorsement Letters: Enlist influential supporters to write endorsement letters on your behalf, sending them to their contacts to introduce and endorse your organization’s cause. Following up on these letters with personal outreach can solidify new relationships and encourage support.
• Supplementary Methods for Expanding Your List
• Direct Mail Campaigns: For high-quality prospects, send direct mail featuring information about your organization and a compelling call to action. These campaigns can be expanded through purchased lists or “list swaps” with aligned organizations.
• Digital Engagement: Use targeted social media and email campaigns to reach and engage potential donors regularly, building rapport through content, updates, and appeals.
• List Purchases and Swaps: Collaborate with other nonprofits to exchange prospect lists or purchase donor lists from reputable vendors with profiles aligned with your mission. This approach helps expand beyond your existing network.
• Phone Outreach: Traditional phone calls can introduce your organization to new contacts, especially effective for follow-up conversations after initial mail or digital contact.
• Exploring Online Platforms: Utilize online fundraising platforms and donor networks to connect with engaged individuals who support causes similar to yours. This approach helps you engage with a broader donor audience and potentially establish long-term supporters.
• Researching Board Members from Similar Organizations
• Identify Key Individuals: Explore the board members of nonprofits with missions aligned to yours. These individuals demonstrate commitment and often possess both the resources and inclination to contribute to related causes.
• Conduct In-Depth Background Research: Use online resources and social media to learn about each potential prospect’s background, values, and connections, identifying shared networks or interests to create personalized outreach strategies.
• Utilizing Online Databases and Donor Networks
• Access Donor and Board Data: Use online databases (like GuideStar or similar platforms) to research donors, board members, and other key stakeholders in related fields. Such databases can enhance and accelerate the process of identifying aligned supporters.
• Collaborative Networks: Connect with individuals on online platforms specifically designed for nonprofit fundraising, cultivating potential long-term supporters with a vested interest in your mission.
• Embrace Unlimited Prospecting Possibilities
• Keep an Open Mind: Prospects can come from various places—your existing network, personal referrals, and sometimes even strangers who feel a strong connection to your cause.
• A Broad and Expanding Network: Your prospect list should be a dynamic, living resource that grows with each new relationship. This expansive approach ensures that you never overlook potential supporters, continually enriching your donor pipeline.

Expectation Map

Component	Guest Expectations	Ways to Exceed Expectations
Prospect Quality	The list should include high-quality, credible prospects who are likely to be interested in funding.	- Set specific qualification criteria (e.g., financial capacity, past involvement) to filter leads.- Leverage referrals or warm introductions for higher quality.- Regularly audit and remove low-quality prospects to maintain a high-caliber list.
Prospect Relevance and Alignment	Prospects should align with the mission or values of the organization/campaign.	- Use AI tools or detailed manual vetting to find common values or past support for similar causes.- Identify key interests or pain points for each prospect to personalize outreach.- Filter for prospects known to support similar initiatives.
Prioritization and Ranking	The list should prioritize prospects based on likelihood of interest and potential impact.	- Rank based on scoring criteria like recent engagement or connection strength.- Use A/B testing in outreach to refine priority segments.- Provide quick-reference notes explaining each prospect’s priority level.- Organize into tiers for easy action planning.
Accessibility and Usability of the List	The list should be easy to navigate, search, and update as needed.	- Implement user-friendly tagging, filtering, and sorting.- Ensure compatibility with multiple devices and systems.- Add a quick-access section for top prospects and recent updates.- Create visual cues or color codes for lead types and priority levels.
Up-to-date and Accurate Information	Prospect details should be current, including recent activity, contact info, and engagement history.	- Schedule regular updates to verify contact info and engagement records.- Set alerts for major changes like job moves or industry news.- Add recent interactions and notes on any last contacts.- Integrate data from reliable sources (e.g., LinkedIn updates, recent media).
Effective Follow-Up Strategy	Clear follow-up actions and reminders for each prospect to maintain consistent engagement.	- Use a CRM system to automate reminders for follow-up tasks.- Predefine follow-up cadence (e.g., monthly or quarterly) based on engagement level.- Provide template options and personalization tips for each stage of follow-up.- Set triggers for personalized check-ins on key dates.
Trackability and Analysis	The ability to track the performance of outreach efforts and analyze list effectiveness.	- Use analytics to monitor response rates and engagement per prospect.- Implement a dashboard for metrics like reach rate and success rate.- Generate regular reports on list performance and top-performing segments.- Use insights to continuously improve and refine the list.