Donor prospect research and uncovering potential assets
More than 40% of salespeople say that prospecting is the most challenging part of the sales process - and the same can be true of nonprofit professionals. After cold calls, LinkedIn messages, surveys and other ways of finding prospects, fundraisers often spend countless hours conducting research. Indicators like a donors’ personal background, past giving history, wealth indicators, and philanthropic motivations all help to evaluate a prospect’s ability to give and affinity toward an organization.
In this session, we discussed the importance of conducting donor prospect research, what philanthropic indicators and wealth markers to look for that can signal viable non-cash prospects, and reviewed high-level donor prospecting strategies. We also opened it up to participants for a roundtable discussion about how different organizations tackle prospect research and what worked well for them.
By the end of this recording you will know:
- Why donor prospect research is a critical component of fundraising
- The top philanthropic indicators and wealth markers that can signal viable non-cash giving prospects
- How to analyze where your organization’s existing prospect research strategy is and where you’d like it to go
- What your peers are doing! We’ll open it up to a more interactive, roundtable discussion to find out what’s working well and what other creative ideas you’ve tried
