Developing Leads Throughout the Life of a Campaign

When a campaign begins, most organizations focus on the donors they already know can make a major gift. That’s natural—you need to test feasibility and build a realistic working goal. But here’s the thing: just because someone doesn’t show up on your depth chart today doesn’t mean they won’t become one of your most significant donors by the end of the campaign.

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Why Some Leads Don’t Make the Depth Chart

Depth charts are designed to test what’s realistic in the moment. That means focusing on people you already know well—those with both capacity and demonstrated interest. Cool leads, new connections, or “potential but unproven” donors often don’t belong there yet.

But that doesn’t mean they’re out of the picture. Campaigns are marathons, not sprints, and the cultivation you do along the way can turn today’s cool lead into tomorrow’s leadership donor.

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The Role of Prospecting During a Campaign

Prospecting isn’t something you do before the campaign and then stop. It’s a constant practice:

• Staying curious about new connections who surface as momentum builds

• Following up on introductions from board or committee members

• Noticing signals—someone attending an event, making a mid-level gift, or sharing enthusiasm for your vision

Every campaign brings new people into your orbit. The organizations that succeed are the ones who keep adding names, learning more, and expanding the pool as they go.

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Cultivating Leads Over Time

Here’s what effective cultivation looks like during a campaign:

• Track touchpoints in your CRM. Even a quick coffee or thank-you call should be logged. That’s how you see movement over time.

• Build engagement pathways. Invite them to smaller events, ask for advice, share campaign updates.

• Match staff to roles. Major gifts officers focus on top prospects, while mid-level or annual fund staff keep nurturing the “not-yet-campaign-ready” donors. That consistent care keeps the door open for future growth.

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The Payoff

By the end of a campaign, it’s not unusual to see a donor who started as a name on the “maybe someday” list emerge as one of your most significant supporters. Why? Because you took the time to listen, engage, and build a relationship throughout the life of the campaign.

That’s the beauty of lead development—it’s not about forcing someone into readiness on your timeline, but about walking alongside them until they’re ready to step up in a meaningful way.

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Final Thought

Campaigns are built on vision, discipline, and relationships. The depth chart may set your initial course, but the cultivation you do along the way is what makes the journey rich—and sometimes even surprising.

👉 How does your team track and nurture leads who aren’t campaign-ready yet?

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​Frances Roen is the Founder of Fundraising Sol and a fundraising consultant with two decades of experience. She is deeply passionate about relationship building, individual donor work, and supporting nonprofit professionals’ health and wellness to enable them to deliver their best work.