When (and How) to Break Up with a Prospect

Fundraising TipsDonor Retention
Written By Mary Shirley-Howell, MBA, MA, CFRE

Key Topics:

  • Why it's hard to drop a prospect (emotional investment, external pressure, unclear next steps)

  • Indicators it’s time to let go (no response after 7+ personalized touches, explicit disinterest, misalignment with philanthropic priorities)

  • How to disqualify a donor gracefully using CRM tracking, low-touch stewardship, and preserving long-term trust

  • Scenarios that demonstrate real-world application of prospect management best practices

  • Tips to hold yourself accountable and manage a sustainable donor portfolio

Additional Insights:

  • Why now is the time to talk to financially savvy donors

  • How stock giving and corporate partnerships are trending upward Sector-specific growth in giving (public benefit, education, healthcare, arts)

  • Challenges facing nonprofits due to cuts in federal funding and increased demand in human services

Mary Shirley-Howell, MBA, MA, CFRE
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Metrics to Manage Up