Intensive interviews were conducted with CEOs and board chairs (n = 18) to explore the criteria they use to compare and contrast funding sources common to nonprofit organizations. The interview protocol used in the study is distinctive for: (1) the amount of data it generates from relatively few interviews, and (2) its power in eliciting the underlying values and assumptions of interviewees rather than imposing the researcher’s frame of reference as is the case with traditional forced-choice questionnaires and interview protocols. The nonprofit leaders who were interviewed in this exploratory study seem to employ a strategic perspective in their evaluation of funding sources, asserting to the researchers that they use evaluative criteria such as the extent to which the funding source can catalyze other resources, the alignment of the funding source with the mission of the organization, and the sustainability of the funding source over time.