Major Gifts Challenge #1: Suspects vs Prospects

Are you and your team frustrated with donor prospects who may be just wasting your time? 

You know the type – these donors have a lot to say, and they want attention and invitations to special events. But they avoid discussing their contributions and gift intentions.  

I know that it drives so many of us crazy.

Heads up – this is the first of our series on Major Gift Challenges as we promote our 2025 Major Gifts Intensive program. Stay tuned for more pain point emails! :)

Here’s the real issue – are these individuals really, really bona fide prospects for large donations? 

I think not! 

Here’s a distinction that will help everyone: the difference between “suspects?” and “prospects.?” 

These terms are often used interchangeably, but they have distinct meanings with huge implications for your fundraising efforts. 

Here’s the truth: too many fundraisers are wasting their time chasing after “suspects” when they really should be focusing on “prospects.” 

These two concepts are a great educational tool for your board members and the executive team. Our Major Gifts Intensive members always find this topic so very helpful! 

Understanding this critical distinction can help your team clean out their prospect portfolios and focus on the right people – not the wrong ones!

Suspects vs Prospects: What’s a Suspect? 

Suspects are like that mysterious stranger you see across the room. You know they have potential, but you don’t really know anything about them. 

A suspect may or may not be a potential major donor – but it’s uncertain. 

For example, they may have a connection to your cause. They may also be current donors at some level. But you have no evidence that they are willing or may be able to make a major gift. 

Most of all, even if they look promising, they may not have demonstrated any significant engagement or commitment to your organization. 

They are not worth your time unless you qualify them through a systematic discovery process.

Suspects may be: 

• Someone who seems to fit the profile of your perfect major donor with a lot of potential, but you know nothing else about them.
• Someone who appears to be a terrific prospect but will not respond to your calls or emails. 
• Someone with demonstrated wealth capacity but is not interested in developing a deeper relationship with your organization or your cause. 
• Someone with proven wealth capacity and affinity for your cause – but they will not take a second step to get more involved. 
• Your board member’s golf buddy down the street. You know the one, when your board member says, “Go call on so and so, they can write a huge check.” (!) 

Suspects vs Prospects: What’s a Prospect? 

A prospect is someone who has clearly shown some level of interest or engagement with your organization. They have raised their hand so to speak.

You actually KNOW for a fact that they have the potential to become a major donor. 

True prospects will have two qualifications. They – 

1. Demonstrate a strong level of commitment or affinity for your organization. 
2. Have the wealth capacity to make a major gift.

A prospect can be a current donor who has given smaller gifts in the past or someone who has attended events, volunteered, or expressed support for your mission. It is clear that they have a strong interest and even deep passion for your work. 

They are worth your time. 

Examples of true prospects include: 

• Someone who has given in the past, and who shows up enthusiastically whenever they are invited to something at your organization.
• Someone who appears in your wealth screening report as having significant capacity – and they are willing to meet with you. 
• Your board member’s wealthy golf buddy who comes to your event and expresses interest in learning more about your work. 
• People of capacity, who accept an invitation to tour your organization or to a porch party, and who indicate that they want to get more involved. 

Suspects vs Prospects: What’s the real difference? 

The key difference between a suspect and a prospect is their level of engagement and interest in your organization. 

You can access true prospects. They are willing to develop a relationship and get more involved with your cause. 

Suspects are like those people you meet at a party – you exchange pleasantries, but you don’t really know anything about them. 

Prospects, on the other hand, are like those friends you’ve had for years – your organization has a history with them, and you know what makes them tick. Or, you can find out what makes them tick. 

If your team can focus on their true prospects and not the suspects, they will absolutely raise more money. Bring them to the Major Gifts Intensive, and we will teach them a sophisticated but simple discovery process to find the most promising prospects. 

The Problem with Suspects.

Too many hard-working fundraising teams slog away, beating their heads against the wall, trying to contact suspects who refuse to see them.  

These fundraisers stay awake at night, worrying about all those people in their portfolios who will not respond. What a waste of someone’s time and energy. 

Bottom line: The Discovery Process Will Save You

When it comes to major gift fundraising, your focus should be on nurturing relationships with true prospects, not suspects. 

That means you need a systematic discovery process to qualify your true prospects. 

You can turn suspects into true, qualified prospects through the discovery process. 

We’ll talk more about the qualification through the Discovery Process in future Pain Point emails, so stay tuned!

The 2025 Major Gifts Intensive: Applications Are Still Open!

Imagine your team equipped with proven strategies to secure transformational gifts and deepen donor relationships. The 2025 Major Gifts Intensive is designed to deliver results, with many participants seeing meaningful progress within just weeks of starting the program.

Don’t wait—spots are filling quickly! Submit your letter of interest today and take the first step toward elevating your fundraising impact. Learn more here.

Find out more and submit your inquiry here!

As always, it is a pleasure to share our weekly insights with you as we cover important fundraising strategies. 

If your organization is planning a capital campaign or expanding your major gifts program – we can help. Send an email to capitalcampaigns@gailperry.com if you’d like to schedule a free strategy call with us.