Donor Research and Identification: Building the Foundations for Major Donor Cultivation

Thorough donor research and accurate identification are critical foundations for major donor cultivation. Non-profit organizations must move beyond generic fundraising strategies toward systematic methods that leverage data, technology, and contextual knowledge to identify high-potential donors and build meaningful relationships. This article explores the processes of goal-setting, data collection, segmentation, and prioritization in donor research, with attention to the practical challenges of implementation in resource-constrained environments. Drawing on both global practice and illustrative examples, such as Save the Children’s use of advanced analytics and UNICEF’s segmentation strategies, the discussion highlights how donor profiling tools—including WealthEngine, DonorSearch, and iWave—enable non-profits to assess capacity, philanthropic history, and personal motivations. The article also emphasizes how even in low-resource environments, leveraging networks, storytelling, and basic profiling can substantially strengthen donor engagement.