Prospect research, also known as fundraising research, is research carried out for the purpose of identifying and qualifying prospective donors and funding partners for a fundraising organisation.
Prospect researchers use a range of research methods and sources of information to determine the value of a funding prospect by establishing through research a prospect’s affinity to an organisation, giving capacity, and inclination (propensity) to give.
Prospect research is a component of prospect development, which also encompasses pipeline management and fundraising insight.