ABSTRACT
Prospect research involves more than simply finding out about the prospect. It should go on to draw conclusions about the best means of approaching the prospect and which aspects of your organisation’s programme would most appeal to him. Some researchers are unwilling to take this further step, but they should at least understand the principles if they are to be capable of distinguishing between necessary and irrelevant information. Points which appear trivial might actually be of considerable importance. Prospects like to think that however little they can afford it has achieved something material, rather than being swallowed up by a seemingly bottomless pit. They also shy away from an association with failure. There is always something you can offer. It might appear that philanthropy involves giving something for nothing, but this is not the case.
