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

What is it?
Prospect research typically is a multifaceted process of retrieval, analysis and dissemination of biographical and financial information. This information can be at the core of identifying, cultivating and soliciting major-gift prospects. It often uncovers:

• shared values,

• prospective donors’ friends and

• associates who can help form a basis for institutional involvement.