Prioritizing Prospects: The Power of the 3 C's (2024)

As nonprofit professionals, we understand that identifying and nurturing prospects is crucial for the success of any fundraising initiative. It's not just about finding people willing to donate but about finding those who are genuinely aligned with your cause and can make a significant impact. This is where the power of the 3 Cs – Commitment, Connection, and Capacity – comes into play. These three elements are essential in guiding your prospect prioritization strategy and ensuring that your efforts yield fruitful results.

1. Commitment: Gauging Genuine Interest and Past Involvement

The first C, Commitment, is about understanding the prospect's dedication to similar causes. It's essential to assess whether they have shown consistent support in the past, indicating a genuine interest in your cause or mission. Commitment can be evaluated by looking at their levels of past involvement, such as their history of donations, volunteer work, or advocacy for similar initiatives. A prospect with a track record of commitment is more likely to be a valuable asset to your cause, as they are already aligned with your mission and understand the importance of your work.

Questions to Consider:

• Has the prospect previously supported similar causes?
• What is the nature and extent of their past involvement?
• Are their values and interests aligned with your mission?

2. Connection: Assessing the Strength of Your Relationship

The second C stands for Connection. This factor is all about the relationship between you and the prospect. A strong, personal connection can significantly influence a prospect's willingness to support your cause. It's essential to evaluate how close your relationship is with the prospect and whether there is an existing rapport. Consider strategies to build a meaningful connection if it's a cold start. Remember, philanthropy is as much about relationships as the cause itself.

Questions to Consider:

• Do you have a pre-existing relationship with the prospect?
• How can you strengthen or establish a connection?
• What shared interests or experiences can you leverage to build rapport?

3. Capacity: Understanding Philanthropic Potential

Lastly, the third C, Capacity, involves assessing the prospect's ability to make a significant impact. Capacity goes beyond just financial contributions; it includes the ability to influence others, provide expertise, or offer other forms of support. Understanding their true philanthropic capacity is crucial in determining how they can best contribute to your cause.

Questions to Consider:

• What is the prospect's financial capability to donate?
• Can they influence others or mobilize resources for your cause?
• What unique skills or networks can they bring to your organization?
• Unleashing the Potential of the 3 C's

By focusing on Commitment, Connection, and Capacity, you can effectively prioritize prospects who are willing and capable of making a meaningful impact. This approach ensures your fundraising efforts are targeted, efficient, and aligned with individuals who share your passion and values.

Remember, successful philanthropy is built on the foundation of strong relationships, shared values, and mutual respect. By harnessing the power of the 3 C's, you can create a robust and effective prospect prioritization strategy that benefits your cause and fosters long-lasting partnerships.