From Donor Lists to Donor Signals: Prioritizing Your Best Prospects
Scaling Major Gifts. Strategies, action steps, and ideas for scaling major gifts by Tammy Zonker, Major Gift Expert & Keynote Speaker.
You might be sitting on a long prospect list that feels overwhelming. I’ve seen lists with hundreds of names pulled from wealth screens or event lists, but very few donors ever move forward.
In 2026, when budgets are tight and fundraisers are stretched, the key isn’t more data. It’s reading the right donor signals hiding inside the data you already have.
In this week’s edition of Scaling Major Gifts, I share that it’s time to stop treating every wealthy name like a top prospect and focus on the few who are both interested and engaged.
What to focus on next week
Replace static lists with signal-based scoring.
Wealth screens are helpful, but wealth alone doesn’t drive generosity. Start reviewing three core signals: capacity (ability), affinity (values and mission connection), and engagement (recent activity).
Use what your CRM already stores.
You don’t need new software. Look at recency and frequency of giving, event attendance, email opens, clicks, volunteer hours, call notes, or meeting outcomes. Each touchpoint is a donor signal.
Assign simple point values.
Try a scale of 1–5 for each signal. A donor who gave last year (4), attended an event (3), and had a personal visit (5) would score 12. This number won’t tell you everything, but it gets you closer to your “Top 25.”
Keep it dynamic.
Donor signals change weekly. A major donor who has been quiet for months might register for an event or open a campaign email. Review your list regularly to catch it.
Use light AI support.
If your CRM doesn’t easily sort or flag scores, use a simple AI automation (like Zapier or your CRM’s native analytics tool) to pull updated data and rank top prospects automatically.
A quick story
Last quarter, I worked with a human services nonprofit that had over 600 “major gift prospects.” The team was overwhelmed and unsure who to contact first.
We built a simple 15-point scoring system using their CRM data. Donors were scored for giving activity, event attendance, and email engagement. AI automation updated scores weekly and flagged changes.
Within two weeks, they identified their highest-engaged 30 donors. Over the next 90 days, that small group accounted for over 63% of all major gift revenue. Nothing new was purchased or added, they simply read the signals already in front of them.
Try this next week
Run a 30-minute CRM report. Filter donors who gave last year, attended an event, or opened more than two emails this quarter.
Score each name on a 1–5 scale for capacity, affinity, and engagement.
Sort and select your Top 25 based on total scores and block one hour to plan your first action with each.
Optional: Set up an automated report or AI summary to run this weekly using a simple workflow tool.
Want to take a deeper dive?
This week on The Intentional Fundraiser Podcast, I talk about how to move from donor lists to true donor signals in “Finding Your Real Top 25 Donor Prospects.”
You’ll learn how to simplify scoring even in small shops, where to start if your CRM data feels messy, and how AI can quietly update your priorities behind the scenes while you’re out meeting donors.
I’d love to hear from you
Connect with me on LinkedIn and share how you are currently identifying your “top prospects.” What signal do you look for most often?
Building meaningful major gift relationships starts with clarity. Keep focusing your energy where donor capacity meets passion and engagement, and you’ll find your best work happens there.
Keep scaling,
Tammy Zonker
Author of Calling All Heroes
Founder of Fundraising Transformed
President of Modern Institute for Charitable Giving