Using Philanthropic History to Identify Major Gift Prospects

Prospect research involves so much more than just identifying the assets that a prospect has. Do they have expensive real estate? Great! Will they give that to your nonprofit? Probably not! Now, it may be true that real estate points to other more private assets that can’t be found in public sources. That is worth consideration! But did your prospect make a large gift to an organization similar to yours? That person should instantly go to the top of your contact and cultivation list. It is a fundamental principal of philanthropy: past giving predicts future giving.

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