Prospect Research
Prospect research is the process of identifying and evaluating potential donors by analyzing their financial capacity, philanthropic history, and connection to your mission.
Prospect research is the systematic process of gathering and analyzing information about potential donors to assess their capacity to give, their propensity to give, and their affinity for your cause. It's a foundational practice for major gift fundraising.
Why It Matters for Fundraising
Without prospect research, fundraisers are guessing — wasting time on prospects who can't give or missing donors who could transform the organization. Good research ensures your major gift team focuses on the right people with appropriate ask amounts. It also helps personalize cultivation strategies based on each prospect's interests, connections, and giving history.
Key Research Areas
Prospect research typically examines wealth indicators (real estate, stock holdings, business ownership), philanthropic history (gifts to other organizations), professional background, board affiliations, social connections, and political contributions. Ethical prospect research uses publicly available information and respects donor privacy. AI tools are increasingly able to surface these insights automatically from existing donor data.