Glossary
Automation & Workflows

Escalation Rules for Major Gift Prospects

By: Alec Hollingsworth
Updated:  
July 16, 2025

Definition:

Escalation rules for major gift prospects are criteria that trigger increased attention or action for high-value donors within a CRM system.
Escalation rules for major gift prospects are predefined criteria and processes that determine when and how a potential major donor should be moved to a higher level of attention within a nonprofit’s fundraising team. These rules may be based on indicators such as giving capacity, engagement frequency, or responsiveness to outreach. The goal is to ensure that high-potential donors receive timely, personalized cultivation from senior staff or leadership, optimizing the chances of securing significant gifts. Escalation rules help organizations prioritize efforts, deploy resources efficiently, and avoid missed opportunities by automating or standardizing the process of flagging significant prospects for further action.

Key Takeaways

  • Automate identification of major gift prospects
  • Ensure timely, personalized outreach
  • Optimize staff resources and fundraising efforts
  • Reduce missed opportunities with high-potential donors

Why It Matters

They ensure major prospects receive prompt, tailored attention, maximizing fundraising potential.

Real World Example

A mid-sized nonprofit sets an escalation rule in its CRM: if a donor gives over $1,000 in a single year and engages with three or more campaigns, the system automatically notifies a major gifts officer. The officer then reviews the donor’s profile and initiates a personalized engagement plan. By using escalation rules, the nonprofit ensures that promising donors are not overlooked and that cultivation efforts are focused on individuals most likely to make significant contributions, resulting in a measurable increase in major gifts over the year.

Frequently Asked Questions

What are escalation rules for major gift prospects?

They are criteria and processes that prompt increased attention or action for high-value donors within a nonprofit’s CRM.

Why are escalation rules important in fundraising?

They help ensure major gift prospects are promptly identified and cultivated, maximizing the chances of securing significant donations.

How does Keela support escalation rules?

Keela allows users to automate prospect escalation by setting custom triggers, ensuring staff act quickly on promising donor opportunities.

Can escalation rules be customized?

Yes, escalation criteria can be tailored to your organization’s fundraising thresholds and priorities within most CRM platforms, including Keela.

What happens after a prospect is escalated?

A designated staff member is notified to initiate personalized engagement strategies, such as meetings, calls, or tailored communications.

Related Terms

Accessibility Compliance
Automation Trigger in a Nonprofit CRM
Average Gift Size
Board Member Profile
Bounce Rate
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