Certified Fund Raising Executive (CFRE) Practice Test

Who is most likely to be included in the top ten prospective donors for a new campaign?

1. Corporations that are locally owned

2. People who have never donated before

3. Individuals who have given before

4. Randomly selected community members

The correct answer is: Individuals who have given before

Individuals who have given before are often considered the top prospects for new campaigns because they have already demonstrated a willingness to support philanthropic causes. Their previous donations not only indicate a capacity to give but also suggest an alignment with the organization’s mission and the effectiveness of its messaging. Past donors are more likely to respond positively to fundraising appeals since they may feel a connection to the organization and its goals. They may also be familiar with the impact of their previous contributions, which can strengthen their inclination to support another campaign. Moreover, these individuals can provide valuable insights into what motivates giving and can serve as ambassadors for the organization, encouraging others to donate as well. Locally owned corporations might have some potential but often lack the personal connection that exists with previous individual donors. Individuals who have never donated before or randomly selected community members typically require more engagement and education to convert them into supporters, making them less likely prospects compared to those who have a history of giving.