If you work at a small nonprofit, “prospect research” can sound intimidating—or like something only large shops with dedicated research staff can afford. But in reality, prospect research is less about expensive tools and more about intentional curiosity. At its core, prospect research helps organizations decide who to engage, how deeply, and when, so limited time and resources are used wisely.
Prospect research isn’t a standalone activity. It supports every phase of the donor lifecycle, from identifying potential supporters to stewarding long-term relationships. When done well, research informs cultivation strategies, gift asks, and stewardship decisions rather than sitting unused in a database.
For small shops especially, prospecting means:
Identifying potential supporters
Evaluating capacity and affinity
Prioritizing who gets personal attention
Not every donor needs a deep dive. The goal is clarity, not completeness. Before opening Google, you need an entity—and you probably already have many. Your CRM, event lists, alumni records, volunteers, and board connections are often your richest prospect pools. Internal data is almost always more valuable than anything you’ll find online.
One of the most overlooked research tools is human knowledge. Board members, staff, and volunteers often hold critical insight about relationships, interests, and giving history that no screening tool will surface.
Effective research asks focused questions:
Does this person have the capacity to give?
Do they have an affinity for our mission?
What evidence supports either?
Basic research, such as Google, LinkedIn, property records, often answers these questions well enough. More advanced tools can help, but they aren’t required for every prospect. Small shops don’t need perfect data. They need useful data. If the information you gather helps move a relationship forward ethically and respectfully, it’s sufficient.
Prospect research is most effective when it’s tailored to its users: executive directors, development staff, board members, and campaign volunteers. Clarity matters more than volume. A simple, consistent profile structure—contact info, biography, affinity, capacity, and connections—makes research easier to understand and easier to act on. Finally, research comes with responsibility. Data should be stored securely, used thoughtfully, and revisited periodically. Privacy and ethics are not optional—they’re foundational.
Prospect research doesn’t have to be overwhelming. For small shops, it’s about asking better questions, using what you already have, and focusing your energy where it will matter most.
