Authentic Donor Engagement: The Critical Role of Prospect Qualification
- Heather Wiley Starankovic, CFRE, CAP®
- 2 days ago
- 4 min read
Health care philanthropy succeeds when relationships lead. Yet under constant pressure for results, even seasoned professionals can slip into reactive mode—tracking outputs instead of cultivating meaning.
This four-part series traces the full progression of authentic donor engagement, from first conversation to long-term partnership. Each paper explores a core discipline that defines exceptional philanthropy. In Part 2, we will explore the critical role of prospect qualification in health care philanthropy.
In health care philanthropy, prospect qualification is not a luxury or a box to check—it is a core discipline that drives fundraising performance. For new philanthropy officers, mastering the art and science of qualification is one of the most important skills to develop early in their careers. Unlike higher education, which benefits from a continually renewed alumni base, health care philanthropy engages episodic pools of patients and families whose gratitude often surfaces at pivotal life moments. Despite its numerous intangible benefits, gratitude is perishable—grateful tears dry quickly—so speed and sensitivity matter.
Qualification is the deliberate process of determining whether a prospect has both interest in the organization and the capacity to make what the institution defines as a significant investment. Each institution sets its own “major gift” threshold (e.g., $10,000 at one, $100,000 at another). The key is not the dollar amount itself but whether the individual has the willingness and ability to give at the level the organization has determined to be transformational.
Effective qualification ensures that portfolios are filled with prospects who truly merit deeper cultivation. Without it, portfolios and philanthropy officers become burdened with constituents that will not move forward, draining time and limiting results. With it, gift officers can focus their energy on meaningful relationships that advance both donor goals and organizational priorities.
Effective qualification ensures that portfolios are filled with prospects who truly merit deeper cultivation.
The Unique Dynamics of Health Care
Health care settings create both opportunity and urgency. Unlike alumni, who have a lifelong tie to their institution, patients and families often come into the orbit of philanthropy only briefly. Their gratitude may be powerful, but it can fade quickly if not met with thoughtful and timely engagement. This means qualification must happen quickly—beginning soon after a health care interaction and typically within one to three conversations.
Gift officers must use these early touch points to listen deeply, ask thoughtful questions and discern whether the individual should move forward into the major gift portfolio. If they are not a fit at this time, they may be referred to annual giving, released back to general stewardship or flagged for later reevaluation with the help of volunteers. By doing so, the quality of the portfolio is protected and efforts are directed where they will matter most.
The Philanthropy Officer’s Touch
Wealth screening tools and donor analytics can provide helpful background, but true qualification happens through human interaction. Whether on the phone, over coffee or in a hospital visit, it is the philanthropy officer’s perspective that makes the difference. Data is only part of the picture. Prospects’ motivations and connections with the health care organization often require that special thoughtful conversation with the philanthropy officer.
Gift officers interpret both spoken and unspoken cues, draw connections between a donor’s story and the organization’s mission and determine whether gratitude can evolve into philanthropy. This requires confidence, patience and a willingness to ask direct but respectful questions. Officers do not need to know everything about a prospect in the first conversation, but they must leave each interaction with clearer insight about whether the individual should move forward.
Five Goals of Prospect Qualification
A disciplined qualification process centers around five goals:
1. Confirm philanthropic inclination. Explore past giving and volunteerism. A pattern of generosity is a strong indicator.
2. Surface health care–relevant interests. Translate broad gratitude into focus areas—patient care, research, education, community health, etc.
3. Test for mission alignment. Prioritize intersections between the prospect’s interests and your institution’s strategy; not every passion can or should be met.
4. Assess capacity through context. This does not mean asking directly about wealth. Instead, listen for clues (e.g., business ownership, family foundations, lifestyle, professional role) that may indicate financial ability to give at the institution’s definition of a major gift level.
5. Clarify timing, decision-making and stewardship preferences. Determine how philanthropic decisions are made—independently, with a spouse or as a family. Explore donor preference for giving vehicles (cash, stock, planned giving) and what stewardship experiences are most meaningful. This information allows cultivation strategies to be built that honor donor expectations.
For health care organizations, effective prospect qualification is essential. In environments where prospect pools are constantly changing and patient gratitude may be short-lived, speed and discernment are critical. By focusing on whether individuals are truly philanthropic, aligning their interests with organizational priorities, assessing capacity and clarifying timing and preferences, gift officers can ensure portfolios are filled with prospects who are both ready and able to engage in meaningful giving.
In environments where prospect pools are constantly changing and patient gratitude may be short-lived, speed and discernment are critical.
Qualification is not simply a step in the process; it is the foundation for productive, long-term donor relationships. Mastering this discipline protects time, strengthens portfolios and ultimately advances the healing mission of health care organizations through philanthropy.
About the Authors:
Heather Wiley Starankovic, CFRE, CAP, is a Principal Consultant with Accordant. She can be reached at Heather@AccordantHealth.com or through LinkedIn. Amy Dorrill, FAHP, CFRE, is a Principal Consultant and Community Health & Well-Being Practice Leader with Accordant. She can be reached at Amy@AccordantHealth.com or through LinkedIn.
