Sketching a prospect before research

Dear Diary,

I often receive questions and comments like, “I want to conduct research but I’m not sure who my donor or prospect is”, “I’m not sure how to start my research”, and “Who am I actually looking for?”

So, I think it’s time to properly discuss sketching a prospect.

The concept of sketching a prospect does not literally pertain to drawing a person, because you can also make a list of the “ideal” prospect for your board, committee, campaign, or annual giving. The purpose of sketching a prospect is to capture keywords and phrases that can help you figure out who your prospect is, and then help you narrow down your prospect when conducting the actual research.

This is not only helpful for fundraisers but also researchers who are given the task of creating lists of prospects for specific projects, and typically have to begin by asking “who am I truly looking for?”

Below are three examples that can help you begin your sketches and lead you into your search. And as you read through them, you can see my thought process for each project and how I am creating an outline of who my prospect could be.

1. Project: Board recruitment for youth organization that focuses on homeless youth population.

- passionate about youth, homelessness, social issues?

-a parent?

-any connection to homeless population?

-philanthropic giving to similar organizations

-active with similar organizations (look at boards and/or special committees/councils)

-active in community?

-check out annual reports of organizations that focus on homelessness, housing, youth empowerment

2. Project: Law school wants to host an event in neighboring city and needs top prospects to attend

-alumni

-check database if they have made a gift above $500

-works for a top law firm in the city?

-holds a Partner or Senior management position at firm?

-could be a Judge?

-is philanthropic and/or has made political gifts?

-sits on other boards? Civically engaged?

-top prospects...must mean impressive careers?

3. Project: Community nonprofit that offers healthcare services is looking for prospects.

-search "healthcare nonprofits in city"

-specifically looking for individuals who are active on similar organizations' boards, councils, committees

-works at healthcare organizations

-works as healthcare professional/provider

-has given to health-based organizations

Comment below if there is anything you would add to each project. This may be a project that someone needs more ideas for and your comment could get them a step closer to their prospect!

Until next time, April 15th!