Prospect Research: What You Don’t Know — and How It Can Hurt You

Prospect research should be considered the invisible yet indispensable arm of a major-gifts program. It helps you understand a prospective donor’s giving capacity, among other things.

Unfortunately, many nonprofit development offices are not using research to understand the giving capacity of their prospective donors because they believe they can’t afford to set up a research department. As my client’s story illustrates, you can’t afford not to have some level of research.