just because they’re rich doesn’t mean they’re your donor.

Let’s talk about a common trap I see way too many nonprofits fall into: They pull a prospect list, run it through wealth screening software, and get stars in their eyes. “This person’s worth $10 million! Let’s ask them for $50,000!”

Slow down.

Just because someone can give doesn’t mean they want to give—to you.

“We Just Need to Go After MacKenzie Scott!”

I once had a board member totally convinced that all of our funding problems could be solved with one name: MacKenzie Scott.

Every meeting:

“We need to get in front of MacKenzie Scott.”

“She is giving away billions!”

“Just get our materials in front of her!”

They weren’t trying to be unhelpful—they truly thought we were missing something obvious.

And I get it. The idea that one ultra-high-net-worth donor will save the day is deeply appealing, especially when budgets are tight.

But here’s the thing: we had no connection, no insight into her giving priorities beyond what was public, and no clear strategy. It was a fantasy, not a plan.

And that is exactly why qualification matters.

Qualification: The Step That Saves You Time (and Embarrassment)

Qualification is the second step in the moves management cycle—right after identification and before cultivation. It’s where you stop guessing and start asking:

Is this person really a fit?

Think of it like this: You don’t propose on the first date. Or to a stranger across the restaurant. Qualification is your reality check. It helps you focus on people who are actually aligned with your mission—not just financially able.

What Qualification Isn’t

• It’s not assuming that high capacity = high interest.

• It’s not chasing fame or headlines.

• It’s not about cold-pitching the wealthiest people you can find and crossing your fingers.

That’s how you waste time, lose credibility, and end up discouraged when the checks don’t come.

What You Are Looking For

In qualification, you're trying to learn:

• Do they have a connection to your mission?

• Have they supported similar causes?

• Are they philanthropic—at all?

• Are they relationship-driven or recognition-driven?

These insights help you figure out who’s actually worth your cultivation efforts. Otherwise, you’re just guessing—and donors can feel that.

How to Qualify Smarter

You don’t need a private investigator—just a little strategy:

• Use wealth screening in context with giving history and interests.

• Ask your board: “Do you know them personally?”

• Invite them to something low-pressure. See how they engage.

• Research their public giving or affiliations—are they values-aligned?

• Most importantly: be willing to disqualify someone. That’s not failure—it’s smart strategy.

Every wealthy person isn’t your donor. And honestly? You don’t want them all. You want the ones who get it. Who believe in your mission. Who give because they want to, not because you dazzled them with a slick pitch.

So the next time someone at your board meeting says, “We should go after MacKenzie Scott!”, take a breath, smile, and say,
“Let’s qualify that lead first.”

Trust me—future you will thank you.