It goes without saying that cultivating donors is a major task for any nonprofit organization. To find these individuals, most nonprofits undergo a process known as prospect research. What is prospect research, you ask? It is is a process in which a researcher will identify relevant information about potential donors, which will be used to develop a solicitation profile of an individual. Prospect research is most often utilized to find donors who have the potential to provide major gifts. However, the process is used to find donors at all levels and for all fundraising channels. This is done by evaluating a prospect’s ability to give and the person’s affinity for the nonprofit. It's a complicated task but hey, somebody has to do it.
The NonProfit Times has a number of articles on this topic, so you can head you our prospect research page to find out more about how it can help your organization.