The five reasons why your prospect decided not to give

Dear Diary,

I believe that as prospect researchers and fundraisers we are on an endless journey of seeking prospects with the capacity and inclination to give to our organizations. We know that a proactive mission is a rewarding one, and can only expand a donor pipeline. However, when a prospect or donor decides not to give to our organization, we tend to feel disheartened and puzzled, and in some instances, intrigued with curiosity to question why they did not follow through or reject the Ask.

We all know of interactions like, "I wish you all the best, but this is not a good time for my family to make such a commitment," or "You are asking too much of me, good luck," and "No, no thank you and please do not ask again."

So, I ask you as researchers and fundraisers, have you ever processed the reason behind a denial? Why did that one major gift donor refuse the third Ask, or why did the prospect who committed to a pledge suddenly stop his payments?

Well, here are the five reasons why your prospect decided not to give,

1. Life Journey

I want you to think of your prospects who you have conducted research on and know that as a household they can make a major gift. And during in-person conversations, you know that they have also supported similar organizations in the past. The significant factors to note here is that they are in their mid-30s with three children under the age of 10. Now, think of your prospect whose kids are all in college at the same time - donors like these are focused on their life journey. They are in a place in their journey that your Ask may be in conflict with their priorities, therefore, they cannot make a gift at this time.

2. Finances

If your donor has agreed to a commitment, and then a series of unfortunate events follow, such as, their business and stock portfolio fall, they get a divorce, lose a substantial number of valuable assets, squander their money and then file for bankruptcy, or go to jail - you have to consider the effects of unfortunate circumstances on their finances and ability to fulfill their pledge, or even make an annual donation.

3. Interest area(s)

A prospect that feels uninformed of the impact and mission of your organization will not make a gift. A prospect who is not asked about their interest area(s) nor are they giving to it, is less likely to make a gift within or above their true potential. I can make these statements because as a researcher I have seen the shift in giving by a donor who was giving unrestricted and below their capacity, to then increasing their giving once they were asked about their interest(s), and started giving to it. Circumstances can also be different in which a donor completely stops giving because they cannot find their interest.

Please note that it is human nature to support what you feel strongly connected to, which is why we seek to learn of someone’s affinity, as researchers and fundraisers.

4. Stewardship

Consistency in relationship building is important, and cultivation cannot end. Imagine, a donor gives a major gift and is thanked, but never hears from the organization again. 10 years later, the organization reaches out to ask for another gift. This donor has the right to be uninterested, feel disengaged, and reject the Ask because the stewardship they needed, they never received.

5. They just don’t want to…

There are people who just don’t want to give to your organization, and their reason could include options one through four mentioned above, or none at all - they just don't want to give. It is just that simple. But this simple and direct reason is also a very difficult concept for some fundraisers who do not want to lose hope. Try to remember this simple truth, because it will save you time and resources.

If you want to add to this list of reasons, based on your experiences, please comment below.

Until next time, May 15th!