4 Signs Your Prospect Isn’t a Prospect (and What to Do Instead)
Your time is valuable and most likely limited. This means that from a fundraising perspective that the faster you spot names on your potential donor list that won’t convert, the faster you can invest time in the people who will. Here are four signs your donor prospect isn’t actually a prospect and some strategies of how to address each situation.
1. They dodge meetings (repeatedly)
A single missed email is normal. It’s not uncommon for people to get hundreds of emails a day. However, if you’ve tried a warm introduction, a concise value-forward note, a polite call, and maybe one creative touch (short video, board member outreach) and still get silence? That’s just data that you can (and should) use. People who intend to give at a significant level will usually make time, even if it’s a quick call to communicate with you. Chronic non-response says, “Not a priority. At least not right now.”
Park them in a long-term nurture segment (impact updates, occasional invites) and revisit when you have a truly new story to tell or an appropriate amount of time has passed.
2. They gush about the mission but never take a step
Some prospects love to talk values, tell you how important your cause is, and promise to “think about it.” Months later, nothing. Enthusiasm without movement is a stall tactic—even if unconscious. If they’re not advancing (site visit, deeper info request, soft commitment), they’re probably less likely to be your near-term donor. Just move on and talk to someone else!
If you’re considering this might be the case, ask a clarifying question: “What would need to be true for you to move forward on this?” If there’s no concrete answer, thank them for their time and focus elsewhere.
3. They ignore your best stewardship
You’ve sent a tailored impact update, invited them to a small-group briefing, even had a board member call. Ultimately nothing lands. People tend to typically vote with their attention. If they won’t engage with low-pressure, high-value touches, they almost certainly won’t engage when you ask for money.
Try one channel pivot (handwritten note, short text). If still nothing, automate future touches and stop crafting bespoke outreach for a little while.
5. Their interest is conditional on bending your mission entirely
“We’ll give if you change X,” “ have to put our logo everywhere,” or “fund this pet project of mine, not the priorities.” Some donors will designate to a particular project or area which is fine, but excess in the strings-attached interests is a governance and alignment issue rather than a cultivation hurdle. Saying yes to requests that fundamentally change the nature of your entire mission can cost you credibility and derail overall strategy.
If this happens, reassert boundaries: “Here’s what recognition/partnership looks like for us.” If it doesn’t fit, graciously decline and move on.
How to Let Go Without Burning Bridges
Use timing and fit language: “It sounds like now isn’t the time, but would you mind if we kept you in the loop on impact?”
Offer a light-touch pathway: Newsletter, annual impact report, a single flagship event invite.
Record the why: Note disqualification reasons in your CRM so teammates don’t restart the chase in six months, burning more precious time.
Keep the Pipeline Healthy
Run a quarterly “CRM cleanse,” agree on qualification criteria (capacity, affinity, access, timing), and don’t feel guilty about smart disqualifications. The money lives with the people who love your mission and engage with you. So put your time there!
Need help with donor prospect identification for your nonprofit? We’ve helped hundreds of nonprofits do exactly that! Send us a message and we would be happy to chat about how we can help your nonprofit organization raise more money!
