5 Ways Data Can Enhance Your Donor-Focused Fundraising

2. Investigate prospects
While most fundraisers understand the importance of investigating the giving potential of prospective donors, prospect research should go beyond wealth information to include demographics, relationships and other aspects of personal background that may influence a prospect’s potential connection with an organization. Prospect research should take into account how the prospect under consideration fits into the organization’s donor segments or culture groups, and how these cultural characteristics will influence the long-term cultivation and solicitation process.