Good intuition is one of the most important (and least talked about) traits of a great major gift fundraiser.
Fundraisers with strong intuition can walk out of a first meeting and immediately sense, “This person is going to be a great partner for our organization.” They know which prospects are worth their time and which ones they should let go.
But when intuition is missing, it shows. These are the fundraisers who work hard, schedule lots of visits, stay “busy”… yet struggle to close meaningful gifts. They’re putting in the effort but not seeing the results.
As a manager, you can help sharpen that intuition by introducing structure into the process.
Step 1: Rate Every Prospect After Each Qualification Visit
After every qualification meeting, have your fundraiser quickly score the prospect on a 1–5 scale across four key factors:
- Affinity: Do they show genuine interest or connection to our organization?
- Capacity: Are there signs of wealth, business success, or a lifestyle that indicates giving potential?
- Access: Do we have a realistic path to build engagement and trust?
- Readiness: Are they in a life stage where giving is feasible now or is this more of a long-term cultivation?
This quick exercise forces pattern recognition. Over time, fundraisers start to notice what real potential looks like.
Step 2: Ask Reflective Questions
After each visit, go deeper with a few simple questions:
- “What signals made you think this person might give?”
- “What signs did you see that they aren’t ready yet?”
These questions teach fundraisers to analyze subtle cues in the conversation and turn intuition into a learned skill.
Step 3: Audit the Current Portfolio
For prospects already in her portfolio, walk through the list together and identify those who:
- Never respond to multiple outreach attempts
- Consistently avoid or deflect giving conversations
Then ask:
“What evidence do you have that this will move forward?”
If the answer is weak, it’s time to move on. Clearing space for real opportunities is one of the most productive habits in major gifts.
Step 4: Use a Documented Checklist
To make this approach stick, create a simple one-page checklist. Over time, it will become second nature, helping them assess prospects with sharper instincts and better focus.
Fundraising intuition is the product of consistent reflection, smart evaluation, and the willingness to let go of bad prospects. When you help your team build that skill, they stop chasing “maybe” and start closing “yes.”
Forward Fundraisers 