Prospect research can feel intimidating, especially for advancement teams with limited staff and resources. I often hear people say, “We do not have time for research,” or “We do not know where to start.”
This session was designed to meet teams exactly where they are. Research is not about complexity or expensive tools. At its core, it is about understanding people better so that relationships can grow.
Fundraising is relational work. Research supports that work when it is used thoughtfully, ethically, and with purpose.
What Prospect Research Really Is
Prospect research is a strategic technique used to identify and understand potential donors. It helps advancement professionals prepare for conversations, align interests with mission, and build confidence before an ask is ever made.
Research is not about finding wealth alone. It is about learning what matters to a donor, how they connect to the mission, and how they may want to engage.
When used well, research strengthens relationships rather than replacing them.
Research Supports the Stages of Giving
Major gift relationships develop over time. They begin with identification and research. They grow through cultivation. They deepen through solicitation and stewardship.
Research supports every stage of that cycle. The more you know, the better equipped you are to ask meaningful questions, listen carefully, and respond thoughtfully.
Research is not a shortcut. It is preparation.
Purpose Drives the Process
The purpose of research is not information for its own sake. It is to support donor engagement, retention, and long term commitment.
Research helps advancement teams:
- Build a pipeline of qualified prospects
- Personalize outreach and cultivation
- Make data informed decisions
- Balance the art and science of asking
When research is aligned with purpose, it becomes manageable and effective.
What to Research and Where to Start
For beginners, it is important to focus on the right information.
Common areas include background and employment, philanthropic interests, giving history, mission affinity, and public indicators of capacity.
Research does not require paid tools to begin. Many valuable sources are free and readily available. Internal data, public records, online searches, local publications, and publicly available financial filings can provide meaningful insight.
The key is to gather information that helps you understand the person, not overwhelm the process.
From Information to Insight
Research becomes valuable when it informs strategy.
Qualification helps determine capacity and inclination. Segmentation helps prioritize outreach. Donor profiles help leadership prepare for conversations.
This work allows schools to align donor interests with specific priorities and opportunities. It also reduces guesswork and anxiety around solicitation.
Prepared leaders feel more confident. Donors feel more understood.
Ethics Matter
Ethics are central to prospect research.
Confidentiality must be respected at all times. Information should be shared carefully and only with those who need it to support the relationship.
Research should never feel invasive. It should be used to build trust, not erode it.
The goal is connection, not surveillance.
Research Strengthens Stewardship
Research does not end with the gift. It supports stewardship by helping schools acknowledge what matters to donors and recognize their engagement appropriately.
Strong stewardship leads to reinvestment, loyalty, and advocacy. Research helps schools steward well by remaining attentive and informed.
Start Where You Are
You do not need a perfect system to begin. Start with one prospect. One profile. One conversation.
Build research practices gradually. Keep them aligned with mission and values.
Research for beginners is about confidence, not complexity. When advancement teams feel prepared, relationships grow stronger.
That is the true purpose of research.
