Qualification, cultivation and stewardship
Three different questions to guide donor relationship work.
Qualification asks whether a person is a suitable prospect for a major-gift relationship: what is known about their capacity, affinity for the mission and willingness to engage? The useful outcome can be proceeding, learning more, or deciding that this portfolio is not a fit.
Cultivation develops understanding of the donor’s interests and the opportunities they may want to support. A useful next step has a purpose, such as discussing a particular program or resolving a question before an ask.
Stewardship attends to an existing gift: acknowledging it, respecting its purpose and reporting on its use and impact. A donor can need stewardship for an earlier gift while also considering future support.
Start with the decision in front of you. Unknown fit calls for discovery; a known interest may call for a relevant conversation; an existing gift may call for an update or acknowledgment. These labels do not establish a mandatory waiting period or prove readiness for a new ask.