It is a huge waste of time to approach a prospect who is not interested in your field of work. For example, if you are dealing with home-based care, there is no point spending time and effort contacting a donor who only wants to focus on solar heating.

Donors also get tired of receiving many proposals or requests for meetings from organisations that have little to do with their area of interest. This is called donor fatigue.

Learning about a prospect’s giving history, financial capabilities and personal interests helps you with cultivation – building a relationship that may lead to support for your NPO.