Bless and Release: When to Let Go of Major Gift Prospects

As fundraisers, we’ve all been there—nurturing a major gift prospect who seems like they’ll make a transformational gift... eventually. Maybe they’ve been in your portfolio for years, you’ve had a few good meetings, and you’re holding out hope that one day they’ll come through with that big donation. But here’s the hard truth: sometimes, you need to “bless and release” your major gift prospects to free up time for more qualified, engaged donors.

Knowing when to let go is key to managing an effective major gift portfolio. Hanging on to unresponsive or unlikely prospects can drain your resources and prevent you from building meaningful relationships with people who are ready to invest in your organization’s mission. Let’s explore how and when to bless and release a major gift prospect to ensure your portfolio is driving results.

1. Look for Signs of Low Engagement

One of the clearest indicators that a major gift prospect isn’t ready to give is a lack of engagement. If a prospect isn’t responding to your emails, declining meeting requests, or hasn’t attended any of your events, it may be time to reassess.

Red flags to watch for:

• Consistent unresponsiveness to your calls and emails.
• Low or no attendance at events or meetings.
• Failure to interact with your organization’s content, such as newsletters or social media.

While it’s tempting to believe that prospects are just busy and that they’ll eventually come around, it’s important to recognize when this is more than just a temporary disconnect. If months or even years have passed without any forward movement, it may be time to let go.

Action tip: Review your recent outreach. How long has it been since you’ve had meaningful communication with this prospect? If it’s been six months or more with little to no engagement, consider moving on.

2. Assess Capacity vs. Affinity

A major gift prospect should have both the capacity to make a major gift and the affinity for your organization’s mission. If a prospect has one but not the other, they likely aren’t a good fit for your portfolio.

• Capacity: Does this individual have the financial means to make a major gift? Wealth screening tools can help, but it’s important to consider other signs of financial readiness, like past giving history or business success.

• Affinity: Does this prospect care deeply about your cause? Have they demonstrated a genuine interest in your organization’s work through volunteering, lower-level donations, or active participation in your community?

Without both capacity and affinity, you’re wasting valuable time. If a prospect has significant wealth but hasn’t shown a true passion for your mission, or if they are passionate but can’t make a major gift, they aren’t worth the long-term effort.

Action tip: Evaluate each of your prospects using an affinity-capacity matrix. Prospects with high affinity and capacity should be your top focus, while those with low scores in either area may be ready for release.

3. Time Your Ask Wisely—and Respect No’s

Timing is everything in major gift fundraising. Sometimes, a prospect simply isn’t in a position to give right now. Maybe their financial circumstances have changed, or they’re focused on other philanthropic priorities. In these cases, it’s important to recognize when to pause your efforts and come back later.

If you’ve made several cultivation moves and received signals that now is not the time, respect that. Continuing to push may damage the relationship.

Action tip: When a prospect tells you they aren’t ready to give, don’t cut ties completely. Instead, step back and engage them lightly through stewardship or occasional updates. You can always revisit the conversation when the timing is better.

4. Be Honest About Where They Are in the Donor Cycle

As fundraisers, we sometimes convince ourselves that we’re “just one more meeting” away from securing a gift. But if a major gift prospect has been stuck in cultivation for years, it’s time to be honest about their potential. Are they truly moving through your donor cycle, or are they simply taking up space in your portfolio?

Sometimes, we become so attached to the idea of a prospect making a major gift that we ignore the signs that they aren’t progressing. It’s important to step back and assess where they actually are in the cycle.

Action tip: Conduct a portfolio review every six months. Look at each prospect’s progression through your cultivation steps. If they’ve been stagnant in one stage for too long, consider moving them out of the portfolio.

5. Use the “Bless and Release” Conversation as a Stewardship Move

Letting go of a prospect doesn’t mean burning bridges. You can “bless and release” in a way that leaves the door open for future engagement. Have an honest, respectful conversation with your prospect about their interest level, and express gratitude for the time they’ve spent with your organization.

How to handle the conversation:

• Thank them for their time and interest in your cause.
• Acknowledge their circumstances, whether it’s timing, financial limitations, or changing priorities.
• Invite them to stay connected with the organization through updates or non-fundraising activities.

This conversation can actually deepen the relationship, even if they’re not ready to make a gift. By releasing them from your immediate portfolio, you’re showing respect for their time and interests, which can pay off down the line.

Action tip: Prepare a gracious script or talking points for these difficult conversations. This will help you navigate the discussion with ease and professionalism.

6. Make Space for New Opportunities

When you bless and release a major gift prospect, you create room in your portfolio for new, more qualified prospects. Hanging on to someone who is unlikely to give can prevent you from dedicating your attention to those who are truly ready to invest.

Focusing on prospects who are more engaged and aligned with your organization’s mission will not only lead to more major gifts but also make your work more fulfilling.

Action tip: After you release a prospect, immediately review your database for new potential candidates to add to your portfolio. This keeps your prospect list fresh and relevant.

Blessing and releasing a major gift prospect isn’t always easy, but it’s a necessary part of managing a successful portfolio. By recognizing the signs of low engagement, assessing capacity and affinity, respecting timing, and having honest conversations, you’ll free yourself up to focus on the right prospects who are ready to support your organization.

Letting go can feel like a setback, but in reality, it’s a strategic move that will set you up for long-term success. Keep your portfolio lean, focused, and filled with the prospects most likely to make a major gift—and watch your fundraising results soar.

Looking for more tips on optimizing your portfolio? Check out this blog on how to build the best major gift portfolio.