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Prospect
Research is market research for fundraising. It is the process of obtaining, synthesizing, analyzing and presenting information on
prospective donors to
philanthropic
organizations.
Chase Solutions in-depth
profiles set the
industry standard for
high-level research.
Contact us for an
informational package
including a sample
in-depth prospect
research profile.
Through
prospect research, we
develop valuable information on wealthy individuals, businesses, and foundations, to support the fundraising process.
Prospect research can be both proactive (identifying prospective donors) and reactive (developing information on previously identified donors).
Our prospect
research profiles are
used by our clients to
decide who to approach and how to approach them for major gifts, naming opportunities,
development campaigns or to sit on their boards and committees.
Why do charitable organizations conduct donor research? Why commit valuable resources to develop information on your current and prospective donors? We posed these questions to our colleagues and clients and offer their insights below.
• Prospect Identification. One of the first steps in prospect research is the identification of prospects. This is often accomplished by an electronic screening of the organizations' constituency database.
• Identify Capacity. The research process can identify stock holdings, stock options, business ownership, real estate assets, yacht ownership, aircraft ownership and the earnings of top corporate executives.
• Identify Philanthropy. Research can often turn up a donor's gifts to other institutions and board memberships. This can assist in identifying giving levels and commitment to philanthropy.
• Identify Donor Needs and Motivation. Research can provide insight into that may assist you in understanding their motivation for giving. The prospective donor may have lost a family member to a disease that your organization is researching. Or, the donor may be nearing retirement and developing a planned giving strategy.
• Identify linkages. Research can uncover relationships and influences linking donors to your organization. A trustee of your non-profit may sit on a corporate board with the donor. One of your major donors may live next door. Perhaps the donor's daughter married a doctor at your hospital.
• Avoid Wasting Time (yours and theirs). Research can help you avoid wasting the donor’s time, as well as your own, pursuing a donor who is not motivated, not connected and does not have the capacity to give at the level you are seeking.
• Identify Potential Conflicts. Research will sometimes uncover background information that may avert embarrassing situations or problems down the road. Strong social or religious beliefs that are contrary to your organizational philosophy. Public scandals or wrongdoings that may come back to haunt you. Or, determining that this particular donor is a foe of the benefactor whose name is on the building that you are raising funds for.
• Track Donors. Once you have identified and cultivated a donor, research affords the ability to periodically keep track of major events and changes in their lives. How the donor's company is faring in the market. The wedding of their only daughter to a Rockefeller heir. This continued research can allow you to carefully plan future cultivation and time your moves in the philanthropic process.
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