The wealthiest names on your list are not necessarily the most qualified prospects. A truly qualified prospect for your organization has both wealth (financial capacity) AND a relationship with your cause. Here’s the really important point: They musthave BOTH (to some degree).
Too many organizations are trying to figure out how to bend and twist a case for a prospect
with the highest capacity (and very little connection to cause).
Example: Imagine you are an organization impacting cancer.
- Prospect #1: A really visible billionaire located in your city. This billionaire gives primarily to his or her alma mater and the arts.
- Prospect #2: More modest capacity (could make a six or seven-figure commitment). Located in a different city and has had two siblings directly impacted by a type of cancer your organization works on.
Prospect #2 is wayyyyy more qualified than Prospect #1.
- Quality dictates priority and focus. Focus on your most QUALIFIED prospects
- A truly qualified prospect will also help you find five more great prospects