Fundraising
Prospect research
Formal definition
Prospect research is an operating term in fundraising focused on crafting fundraising propositions, analyzing prospect donor networks, and measuring marketing outreach metrics to optimize campaigns.
What this actually means for you
Use Prospect research to guide live decisions: compile clear case evidence, track donor movement through the pipeline, and monitor return on acquisition spend, with ownership and reporting agreed before campaign launches and supporter comms updates.
Example: In a live quarterly cycle, Prospect research is applied like this: the major donors team updates potential supporter records in the pipeline and tracks the gift ask return rate. The team then records the decision trail in team templates, reporting packs, and operating checklists.
Related guides and whitepapers
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