Major donor prospecting signals that matter
Capacity is only one part of the picture. Fundraisers should also evaluate philanthropic interests, geography, board and professional relationships, past support of related causes, event or community involvement, business ownership or executive roles, and timing signals that may indicate a natural moment to engage.
Why a single wealth estimate is not enough
A large wealth estimate does not automatically make someone a qualified donor. A useful prioritization model should explain the evidence behind the recommendation and allow fundraisers to weigh mission affinity and relationship strength alongside estimated capacity.
See DonorFoundry in action
Search across individual, company and foundation prospects, prioritize the strongest matches, and turn research into a usable fundraising pipeline.
See annual plans →What belongs in a major donor research brief
A concise brief should summarize the prospect’s relevant background, mission alignment, known giving or community involvement, relationship paths, likely capacity band, key talking points, potential objections, and a suggested first ask strategy. Sensitive or irrelevant personal information should not be collected merely because it is available.
Turn major donor research into moves management
Once a prospect is qualified, assign an owner and a next action. That may be a board introduction, event invitation, discovery call, program tour, proposal, or stewardship touch. The research should support a relationship-building process rather than a one-time solicitation.
Responsible major donor research
Nonprofits should use prospect intelligence in ways that are lawful, proportionate, and respectful. Maintain suppression preferences, limit research to relevant fundraising purposes, track source provenance where appropriate, and keep human judgment in the loop.