303: Conducting Prospect Research

Recorded On: 10/06/2020


One of the first and most critical steps in raising large gifts is identifying your best prospects and learning more about them. Whether you’re a frontline fundraiser developing your own portfolio or a member of the research team supporting the work of others, it’s important to approach your research in an organized and systematic way. Doing so will help everyone stay focused on the “right” prospects today, while developing a stronger donor pipeline for the future.

Register now to learn how to conduct good prospect research to support your institution’s fundraising efforts.

This webinar is eligible for 1.25 points of CFRE credit.


  • Methods for determining an individual’s potential gift capacity
  • Tactics for assessing a prospect’s interests and inclination to give
  • Tips for creating rating systems and tracking key findings in your database
  • Guidelines for writing useful prospect profiles and sharing important information with colleagues
  • Examples from other institutions, and more!

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Keturi DeLong

With nearly 15 years of experience in annual giving and educational fundraising, Keturi has led programs at Texas A&M University-Commerce, the University of North Texas, and The Hockaday School. Her other experience includes work with The Paradigm Advancement Group and the George W. Bush Presidential Center. She holds a B.A. in Communication Studies and Spanish from the University of North Carolina-Wilmington, and an M.A. in Communication Studies from the University of North Texas.


Conducting Prospect Research
Select the "View On-Demand Recording" button to begin.  |  75 minutes
Select the "View On-Demand Recording" button to begin.  |  75 minutes