Are You Confused About What a Prospect Is?

Everyone knows what a donor is. But I’m not so sure that everyone knows what a prospect is. When I’m presenting a workshop, I often ask people, “What is a prospect?” And fundraisers and their board members often respond, “Someone you hope will give money.” Nope. No. Nada.

Here’s what I think a prospect is: an individual, business or some entity that has demonstrated an interest in your organization, your mission or your cause. In some way, that individual raised her hand expressing interest.

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