Beyond the Survey: How to Turn 'Maybe' Into a Major Gift

You sent out your donor engagement survey with high hopes. Maybe you even got a decent response rate. But now you’re staring at a spreadsheet full of “maybe” and “not yet” responses, wondering what to do with them.

Here’s the truth: those maybes aren’t rejections. They’re invitations to start a conversation. The problem is that most nonprofits either give up too quickly or treat every “maybe” exactly the same. Both approaches leave serious money on the table.

The real magic happens in what comes next, prospect research for nonprofits that turns uncertain responses into confident commitments. Let’s talk about how to do it right.

Why “Maybe” Is Actually Good News

When a donor says “maybe” to a legacy giving survey or major gift conversation, they’re not shutting the door. They’re cracking it open just enough to peek inside. They’re curious, but something is holding them back.

That “something” could be:

They need more information about how their gift would be used
They’re not sure they can afford it
They haven’t talked to their spouse or financial advisor yet
The timing just isn’t right this moment
They don’t fully trust your organization yet (ouch, but it happens)

Each of these scenarios requires a different follow-up approach. This is where nonprofit lead generation stops being a numbers game and starts being detective work.

The Three-Layer Approach to Prospect Research

Effective prospect research for nonprofits isn’t about stalking donors on LinkedIn (although, let’s be honest, we’ve all done it). It’s about creating a complete picture that helps you understand both capacity and readiness to give.

Layer 1: Survey Sentiment Analysis

Start with what they actually told you. Don’t just look at whether they checked “yes,” “no,” or “maybe.” Read between the lines:

Did they provide detailed comments or just skip through?
What questions did they engage with most?
Did they ask follow-up questions?
How quickly did they respond after receiving the survey?

A donor who wrote three paragraphs explaining why they’re “not sure yet” is way more engaged than someone who just clicked “maybe” and bounced. That level of engagement tells you something about their interest level, even if they’re not ready to commit.

Layer 2: Giving History Deep Dive

Pull up their complete donor record. You’re looking for patterns:

Giving frequency: Are they monthly donors or once-a-year givers? Regular donors have already built a habit around your organization.
Gift progression: Have their gifts been increasing over time? That’s a great sign they’re becoming more invested.
Campaign responsiveness: Which appeals do they respond to? Major capital campaigns? Emergency appeals? Annual fund drives?
Special designations: Do they consistently give to a specific program? That’s their passion point.

When you layer this giving history over their survey response, you start to see the real story. A donor who’s been giving $100 monthly for five years and said “maybe” to a $10,000 planned gift isn’t being coy, they’re probably doing mental math about affordability.

Layer 3: Capacity Indicators

This is where nonprofit prospect research gets a bit more sophisticated. You’re looking for signs that a donor has the financial capacity to make a major gift, even if they haven’t yet.

Some indicators to consider:

Real estate holdings: Public property records can tell you about home values
Professional background: LinkedIn isn’t just for job hunting, it shows career trajectory
Business ownership: Are they listed as an executive or board member of a company?
Public giving: Have they made major gifts to other organizations that made the news?
Foundation connections: Do they run or serve on the board of a family foundation?

The key is to use this information ethically. You’re not trying to pressure anyone, you’re trying to understand whether their “maybe” is about capacity or readiness.

Creating Your “Maybe” Tiers

Once you’ve done your research, sort your maybes into tiers. This helps you prioritize follow-up efforts and personalize your approach.

Tier 1: The Hot Prospects

Strong giving history with increasing gifts
High capacity indicators
Engaged survey responses with detailed feedback
Previous conversations about major giving

These folks need personal attention. They’re close to saying yes, they just need the right nudge at the right time.

Tier 2: The Long Game

Decent giving history but less consistent
Moderate capacity indicators
Brief survey responses
No previous major gift conversations

These donors need cultivation. They’re interested but not ready. Think of them as seeds that need regular watering.

Tier 3: The Wild Cards

Limited giving history OR high capacity but low engagement
Minimal survey interaction
Hard to read their interest level

These are your wildcards. Some might surprise you with a major gift. Others might never convert. They need gentle, low-pressure touches to see if interest grows.

The Follow-Up Framework That Actually Works

Here’s where most organizations drop the ball. They either:

Send the same generic email to everyone, or
Do nothing because they don’t know what to say

Neither approach works. Instead, use this framework:

For Tier 1 Prospects:

Personal phone call or in-person meeting within two weeks
Specific references to their survey responses and giving history
Clear invitation to a deeper conversation
Stories that connect to their giving interests

For Tier 2 Prospects:

Personalized email series over 3-4 months
Educational content about legacy giving or planned gifts
Invitations to events or webinars
Progress reports on programs they’ve supported

For Tier 3 Prospects:

Lighter touch through newsletters and updates
Occasional personal notes thanking them for their support
Re-engagement surveys every 6-12 months
Watch for behavioral changes that might indicate growing interest

Scaling Your Follow-Up With Technology

If you’re thinking “this sounds like a full-time job,” you’re right. That’s why smart nonprofits are using AI-powered tools to scale their prospect research and follow-up efforts.

Donation Accelerator’s Virtual Calling Assistant can handle the initial Tier 2 and Tier 3 outreach at scale. It uses natural language processing to have genuine conversations with donors, gauge their interest level, and flag the ones who are warming up for human follow-up.

The AI can even adapt its conversation based on the donor’s giving history and survey responses, exactly the kind of personalization that moves maybes toward yeses. And because it’s working 24/7, you’re not letting hot leads go cold while you’re busy with other tasks.

For your Tier 1 prospects, the AI handles the initial qualification and scheduling, freeing up your major gifts officer to focus on the actual relationship-building conversations that close gifts.

The Signals That Say “Time to Ask”

Even with great prospect research and consistent follow-up, timing matters. Watch for these signals that a “maybe” donor is ready to become a “yes” donor:

They start initiating conversations instead of just responding
They ask detailed questions about gift structures or recognition
They mention family, legacy, or their own mortality (sounds morbid, but it’s actually a great sign)
They attend multiple events or engage with multiple communication channels
Their giving increases or they make an unexpected additional gift
They ask to meet with leadership or visit a program site

When you see these signals, it’s time to make a direct ask. Not a vague “would you consider” ask, but a specific “We’d like to invite you to make a $X gift to support Y program” ask.

Turning Research Into Relationships

Here’s the thing about prospect research for nonprofits: it’s not really about the research. It’s about using information to build authentic relationships.

Every data point you uncover should inform how you connect with a donor, not replace the connection itself. The goal isn’t to know everything about someone. It’s to know enough to have meaningful conversations about their values, interests, and capacity to make a difference.

When you combine survey sentiment with giving history and capacity research, you’re not being creepy: you’re being thoughtful. You’re showing donors that you see them as individuals, not just dollar signs.

And that’s ultimately what turns a “maybe” into a major gift. Not pressure. Not manipulation. Just genuine understanding paired with a compelling case for support.

Your Next Steps

If you’ve got a list of “maybe” responses sitting in your CRM right now, here’s what to do this week:

Pull giving histories for your top 20 “maybe” donors
Look for patterns in their giving behavior and survey responses
Create your three tiers based on engagement and capacity
Draft personalized follow-up plans for your Tier 1 prospects
Set up an automated cultivation series for Tier 2 and 3

And if you’re thinking “I don’t have time for all this,” that’s exactly when technology like Donation Accelerator’s AI-driven tools makes sense. The research and initial outreach can be automated. The relationship building can’t.

The maybes are waiting. They’re not rejecting you: they’re just not ready yet. Your job is to be ready when they are.

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