Donor and Prospect Research

Gathering giving history and wealth information about a prospect is a powerful tool and thorough research of an individual is invaluable in focusing on the greatest potential of donations. However, it’s not enough to know a potential donors giving capacity; learning about their philanthropic motivations is just as important. Knowing what interests a donor/prospect can reveal the causes they care most about and what they think, about the causes they support.

Identify, analyze, and qualify prospects utilizing donor base, leveraging existing connections by collecting and using viable data to establish a criteria for donor engagement.

·        Resources: Consider what it will take to completely research the background of an individual.

 Budget - how much of your organization’s budget is allotted to research

Time consuming - how much time do can be allocated to researching each individual

·        Search online resources to learn about a prospect’s giving potential and interests; utilizing websites such as Federal Election, Commission Disclosure Database, Vital Records, DonorSearch, LexisNexis, Zillow, Wealth Engine, Google, Spokeo, Been Verified, etc.

·        Utilize prospect screening consultants and/or research companies.

·        Other organizations research similar nonprofits donor list and board members to see if they may be interested in your organization as well.

·        Gather personal information by networking with the prospect's acquaintances presently involved with the organization. Include the prospects business, personal, and familial relations that are existing donors.

·        Identify donor prospect’s interest in specific services and programming.

1.     Giving History: explore the donor base’s involvement in the organization

Recent - what was the most recent gift

Frequent - how many gifts have been given

Sizeable - what is the most significant amount given

History - when was their initial gift

2.     Capacity: net worth/assets

Wealth business affiliations

Real estate, home, commercial real estate, rental properties ownership

Stocks, CD’s, mutual funds, IRA’s, annuities, pensions, cash value life insurance, other investments

3.     Other Interest: be aware of the prospect’s other obligations and giving preferences

Political giving

Giving to other organizations

Consider the prospect’s financial obligations

4.     Personal Information: family, friends, and activates that the donor prospect engages with   

Marital statues

Hobbies and interest

Taking the time to learn about the donor/prospect’s background, giving history, and personal wealth can be the difference between successful donor cultivation and wasting valuable time and resources.