CFRE key terms

The systematic gathering and analysis of information about current and potential donors - giving history, financial capacity, interests, and connections - so an organization can decide whom to approach, for what purpose, and when.

An estimate of how large a gift a prospect could reasonably make, usually expressed as a range and based on indicators such as assets, income, real estate holdings, and past philanthropy.

A process in which a vendor or staff compares an organization's donor and prospect lists against databases of known wealth indicators to flag people with high giving capacity.

The pool of identified prospects organized by stage of engagement and estimated gift size, used to forecast how many asks and gifts are required to reach a fundraising goal.

The connection a prospect has to an organization - through a board member, volunteer, alumnus, client, or friend - that makes an introduction and a personal request possible.

The degree of interest, emotional attachment, and shared values a person feels toward an organization's mission, which helps predict willingness to give and to stay involved.

A segmentation method that ranks donors by how recently they gave, how often they give, and how much they give, so fundraising resources go to the most responsive segments.

An estimate of the total net contribution a donor is expected to make over the whole relationship, used to justify investment in retention, stewardship, and major gift work.

A model describing how an unqualified name becomes a qualified prospect through research and cultivation, then a donor through solicitation, with stewardship restarting the cycle for the next gift.

A planning table showing how many gifts at each level are needed to reach a campaign goal, typically built with a few very large gifts and progressively more smaller ones.

The core written argument explaining why an organization exists, what money will accomplish, and why a donor should give now; it underpins every solicitation and campaign document.

A structured approach to major gifts in which staff or volunteers plan and track a series of cultivation, solicitation, and stewardship steps with each prospect toward a specific ask.

The ongoing process of building a prospect's understanding of and involvement in an organization's work through visits, tours, events, and information, so that a request feels natural.

The direct request for a specific gift amount, for a specific purpose, at a specific time, made in person or in writing to a qualified prospect.

What an organization does after a gift arrives - thanking promptly, reporting on results, and involving the donor - to honor the gift and build the case for future support.

Public or private acknowledgment of a gift, such as naming opportunities, honor rolls, or donor societies, intended to thank donors and encourage continued and increased giving.

The largest gifts an organization seeks, generally seven figures and above, customized to a donor's deepest interests and often including multiyear pledges or planned gift components.

Gifts arranged as part of a donor's overall financial and estate planning through wills, trusts, and other vehicles, often benefiting the organization at or after the donor's lifetime.

An irrevocable trust in which a donor transfers assets, receives income for life or a set term of years, and the remaining principal passes to the charity.

A gift made through a will or living trust, stated either as a specific dollar amount, a percentage of the estate, or a residual share of what remains.

A written commitment to pay a stated amount over time, usually in installments, commonly used for capital projects and major gift commitments.

A charitable account held by a sponsoring organization from which a donor recommends grants over time and claims an immediate tax deduction when the account is funded.

A program in which an employer doubles or multiplies an employee's charitable gift, usually documented by a form the donor submits to the company.

The recurring, broad-based fundraising program that raises unrestricted or lightly restricted money each year for operating needs through mail, email, phone, events, and personal asks.

A time-limited, goal-driven effort to raise a large sum for a specific project such as a building, an endowment, or a major initiative, usually run in quiet, public, and celebration phases.

A written outline of a volunteer role's purpose, responsibilities, time commitment, reporting relationship, and expected outcomes, used to recruit and evaluate the right person.

A written expectation that each board member will personally contribute a meaningful gift and, in some organizations, also secure a specified amount from others, signaling commitment to mission.

The practices that keep volunteers motivated and connected - matching tasks to skills, orientation, support, meaningful work, and recognition - so they remain involved over time.

The way a board organizes its work into standing or ad hoc groups with defined charges, commonly including development, finance, governance, and nominating committees.

The legal and ethical obligation of board members and senior staff to act in the organization's best interest with care, loyalty, and obedience to mission and law.

Written guidance on which gifts an organization will and will not accept, how unusual assets are reviewed, and who approves exceptions, protecting the charity from legal and financial risk.

A widely adopted statement listing what donors can expect from charities, including respectful treatment, accurate information, confidentiality, and appropriate use of their gifts.

A policy requiring board members, staff, and volunteers to disclose personal or financial interests that could influence decisions and to recuse themselves from related deliberations.

The practice of limiting access to donor records and using personal information only for legitimate organizational purposes, honoring donor privacy expectations and legal requirements.

The professional code of the Association of Fundraising Professionals, setting standards of honesty, integrity, and stewardship that fundraising practitioners commit to follow in their work.

Net funds raised divided by the cost of raising them, used to judge the efficiency of a campaign, program, or donor segment and to guide budget decisions.

A disciplined process of confirming mission, scanning the environment, setting priorities and measurable goals, and allocating resources over a multiyear horizon.

The obligation to report honestly on how donated money was used and to measure and share outcomes with donors, boards, regulators, and the public.