MADE EASIER: Donor Qualification Simplified

Fundraising is complex—but some things shouldn’t be harder than they have to be. Made Easier breaks down a core concept, tool, or tactic into something clear, practical, and ready to use. Because when you have the right approach, the work gets better—and a little easier.

1. Know What You’re Looking For

Qualification = capacity + interest

• Has the ability to make a major gift
• Cares about your mission
  
  Both must be present. One without the other = not a qualified major donor prospect.

2. Talk to the Prospect (Yes, Talk)
Live contact is essential.

• In-person—harder to get but always preferred
• Phone or virtual meetings work great
• Emails are okay in a pinch
• Goal: Listen for passion, alignment, and potential

3. Ask the Right Questions
Here are a few that open up meaningful conversations:

• What first drew you to our mission?
• How do you typically make your charitable gifts?
• What role does philanthropy play in your life?
• How does your giving reflect the legacy you want to leave?

Pro Tip: Don’t let unqualified prospects linger in portfolios. It’s a common drag on fundraising productivity—especially in major gift shops. Without timely qualification (and requalification), portfolios become bloated and misleading. A disciplined approach keeps your team focused on the right prospects, at the right time, with the right strategy.

Takeaway: Qualification isn’t just a box to check—it’s a strategic step that fuels major gift success. Invest the time, ask with curiosity, and listen for alignment. It’s not guesswork—it’s groundwork.

Read more: For a more in-depth overview on this topic, click here to read Ray Foote’s article on the power of qualification.