The Need to Celebrate Disqualification in Prospect Development

Dear Diary,

In the last year or two I’ve been a huge proponent of celebrating disqualification, and disqualifying prospects. And as you know I have written about prospect stages in length, but disqualification has been a rare subject for me, until now. 

To disqualify (verb: ineligible for an office, activity, or competition) in prospect development means to indicate a prospect as an ineligible donor to your organization (this does not mean they won’t give to other organizations); It means they are not a donor for your organization.

Let’s repeat that – “This prospect is not the donor for my organization, and that is completely okay.”

I appreciate celebrating the opportunity of disqualification because it allows the fundraiser and I to face the reason for disqualification (which is always recorded and tracked in a CRM), and feel comfortable in letting the prospect go, and moving on to another prospect who could be the perfect donor for the organization.

Why use the word celebrate?

Because this is a great occasion to be happy and content. We celebrate when funding comes in, but we hardly sit in the discomfort of (1) a prospect rejecting a meeting because this is not an organization they want to support right now (2) the prospect is not interested and/or (3) there has been way too many outreach attempts and the prospect is making it glaringly clear that they’re either avoiding calls and e-mails or there is just no way of getting a response. We don’t celebrate moving forward, and we need to. We need to feel proud of progress in whatever shape or form it appears. This is part of moves management, and processing through a portfolio full of active and manageable prospects that are open, willing, and ready to be engaged. We need to be happy when those who are uninterested are removed from our space. 

When it’s time to celebrate disqualification, my conversations are guided by these questions:

(1) How many times have you reached out?

(2) You’ve spoken to them? 

(3) Are there aligned interests?

(4) Have you qualified them?

(5) After this 4th attempt it may be time to disqualify don’t you think?

And the conversation typically flows like this:

Researcher – “So I’ve noticed you’ve reached out to <Person> six times through multiple methods. Don’t you think it’s time to disqualify?”

Fundraiser – “Yes, I think it’s time.” (Their response is typically wrapped in dejection.)

Me: “WONDERFUL!! This is great, on to the next.”

I am energized, and I try to make sure the fundraiser knows that this is an energizing act and moment to move forward from someone who is uninterested instead of lingering and revisiting. It is 2023, I want us to celebrate the lessons and knowledge gained when a prospect is not for us.

In moments when a prospect is wealthy, communicative, has similar philanthropic interests, but they’re social and political presence does not align with your organization’s core values - TIME TO DISQUALIFY

In moments when a prospect has shown interest by attending an event but now refuses to answer follow-up calls and emails - TIME TO DISQUALIFY 

In moments when a fundraiser meets with a prospect, and afterwards the fundraiser shares that they felt the slightest bit of discomfort in continuing the relationship - TIME TO DISQUALIFY 

Repeat with me: “Not every prospect is meant to be the donor for my organization, and that is okay.”

Until next time, March 15th!