I’ve skated around this topic in some different capacities in the past. Much of my thinking in the All Donors As Major Donors section connects with the philosophy that every donor has value. Upon reflection, I’m not sure if I’ve taken things far enough. It almost sounds like we need a new mantra–something like “Everyone’s a Potential Partner.”
Do you think it would be valuable for us to change some of our terminology? Do you think the word prospect is dehumanizing? What bothers me about the word is that it places the value of one type of interaction with an individual above all of the rest of the potential interactions. It points to them as a potential gift not as a potential friend and partner of the organization.
Do we need to throw out words like prospect which focus on the contribution side of fundraising? What about words like donor, solicitation, acquisition, and major gifts? Maybe that upsets the coffee cart too much, but I am curious what you think.