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Donor Prospect Research: A Practical Guide for UK Charities (2026)
July 7, 2026
Finding the right donors takes more than luck. With limited resources and growing competition for funding, UK charities cannot afford to waste time on donors who are not the right fit. Yet many organisations struggle to identify which prospects are most likely to support their cause.
Systematic donor prospect research changes this guesswork into strategy. By understanding who your potential donors are, their giving capacity, their interests, and their connection to your mission, you can focus your outreach efforts where they will have the most impact.
In this guide, we will show you exactly how to find and evaluate the right prospects for your charity's unique needs.
Prospect research is how charities identify and evaluate potential donors who are most likely to support their cause.
It is about understanding not just who can give but who will give, by looking at factors like their giving history, connection to your mission, and financial capacity. This systematic approach helps you focus your limited resources on building relationships with the donors most likely to become long-term supporters.
5 benefits of donor prospect research
1. Reveals donor potential
Prospect research identifies potential major donors by examining their giving capacity, their connection to your mission, and their inclination towards your cause. This analysis also helps you uncover mid-level donors with the potential to make larger gifts.
Analysing donor giving patterns reveals when supporters prefer to give, how they like to donate, and which initiatives they care about most. These insights help create targeted fundraising and stewardship strategies that resonate with donors.
Prospect research helps you understand each donor's giving capacity by examining their previous contributions and engagement history. This allows you to make appropriate asks that align with both their interests and ability to give.
By aligning your requests with a donor's giving capacity, you increase their likelihood of supporting your charity's mission. Confirming that a prospect is a UK taxpayer at ask time also lets you capture a Gift Aid declaration, turning a £100 gift into £125 for your charity through HMRC's 25p-per-£1 reclaim.
4. Maintains updated records
Regular prospect research helps you track changes in your donors' lives, from new roles to relocations to shifts in giving capacity. Keeping these details up to date means you will not miss opportunities to deepen relationships or adjust your approach as donors' circumstances change.
5. Saves time and resources
Stop pursuing the wrong prospects. By understanding who is most likely to give before you invest in outreach, you can focus your limited resources where they will have a real impact. This targeted approach means higher response rates and better returns on your fundraising efforts.
4 key components of donor prospect research
Prospect research in the UK sits inside UK GDPR, the Data Protection Act 2018, the Privacy and Electronic Communications Regulations (PECR), and the Fundraising Regulator Code of Fundraising Practice (current version effective 1 November 2025). Every component below assumes your charity holds a lawful basis, usually legitimate interest, and has documented a Legitimate Interests Assessment (LIA).
1. Wealth screening
Wealth screening helps charities identify donors with significant giving potential. It uses capacity markers, also known as wealth indicators, to assess a prospect's financial ability and determine appropriate ask amounts, such as:
Income level: Understanding how much your potential donors earn helps you make informed, realistic fundraising requests.
Property holdings: Learning about the UK properties your supporters own can help you evaluate their net worth and potential for planned giving.
Business affiliations: This includes details about a potential donor's employment status, trustee roles, advisory positions, or any other connections they share with a business. In the UK, directorships and Persons with Significant Control (PSC) are publicly searchable on Companies House.
Investments and shareholdings: A donor's investments can indicate their financial position and liquid assets for charitable giving. Major shareholdings in publicly listed companies are disclosed in public filings.
2. Philanthropic markers
Philanthropic markers, also known as affinity markers, help you find potential donors whose values and experiences align with your mission. These markers often include:
Donations to other organisations with a similar mission to yours.
Trustee roles, community involvement, or service on charity boards.
Past involvement with your organisation or a relationship with current donors in your database.
3. Engagement indicators
Engagement indicators measure how actively potential donors interact with your organisation, helping to assess their connection to your mission and the likelihood of supporting your cause. These indicators include fundraising event attendance, volunteer involvement, and digital engagement through email responses, social media interactions, and website visits.
4. Personal information
Personal information gives you a well-rounded understanding of who each prospect is and how you can connect with them on a more meaningful level. These include:
Full and preferred name and title
Gender
Marital status
Email and postal address
Phone number
Hobbies
Date of birth
5 steps to carry out prospect research for your charity
1. Define your ideal prospect profile
Start by defining your ideal donor profile. Perhaps you are trying to reach someone with substantial financial resources, or an individual deeply invested in your mission. Outlining clear donor criteria helps focus research efforts and identify the most suitable prospects.
For example, a childcare charity's ideal donor profile might include:
Parents or grandparents with significant financial capacity
Business leaders in family-friendly companies
Individuals with previous donations to child-focused organisations
Local community figures interested in early education
Trustees of other youth-focused charities
Former educators or child development professionals with substantial assets
2. Clean up your existing database
Before starting prospect research, ensure your database is clean and well-organised. This will ensure that new records do not get mixed up with outdated information.
Some data hygiene practices to focus on include:
Removing duplicate donor records
Updating contact information, including addresses, phone numbers, and email addresses
Standardising data entry formats for names, addresses, and giving amounts
Recording and updating any changes in donor status or engagement level
Scanning your donor database for typos
3. Create a new list of prospects
With a clear donor profile established, you can start looking for new prospects using these methods:
Analyse your donor database: Review your existing records to identify three key groups: current major gift donors, regular contributors, and people who have participated in events or volunteering activities.
Rely on LinkedIn: Use LinkedIn's advanced search filters and profile summaries to identify individuals and organisations actively supporting causes similar to yours.
Check company websites: A company's About Us or team page helps you find potential prospects alongside their career achievements, interests, and professional responsibilities.
Turn to existing donors: Ask your current supporters to introduce you to people in their network who may have an interest in your mission or share similar values.
Look into peer organisations: Check other charities' donor walls, annual reports, websites, or social media channels to find people with an active interest in social causes.
4. Compile prospect profiles
After identifying potential prospects, develop detailed profiles for each individual. Include basic personal information such as age, profession, and education. Then add giving history and financial capacity data, covering assets like property holdings, business affiliations, and shareholdings.
Some sources to gather these details include:
Companies House (find-and-update.company-information.service.gov.uk), the free official UK register of directors, Persons with Significant Control, and filed company accounts. The primary public source for business and individual financial connections in the UK.
Charity Commission Register (register-of-charities.charitycommission.gov.uk), trustee names, income figures, and annual returns for all registered charities in England and Wales. For Scotland use OSCR; for Northern Ireland use CCNI.
360Giving GrantNav (grantnav.threesixtygiving.org), the searchable UK grants database showing which funders have awarded grants to which causes. The UK equivalent of US foundation filings for identifying grant-making trusts and foundations that support missions like yours.
News sources and press releases: UK publications including Third Sector, Civil Society, Charity Times, local newspapers, and the Sunday Times Rich List offer insights into philanthropists, high-net-worth individuals, and corporate donors.
Social media: LinkedIn is the highest-signal channel for professional achievements and career transitions; X, Facebook, and Instagram remain useful for understanding which causes and community work your prospects care about.
5. Analyse and categorise for solicitation
Once you have identified prospects, it is time to categorise them. Segmentation allows you to personalise your outreach and strengthen connections with different donor types. You can segment your donors based on characteristics such as:
Donation level: Categorise supporters into major, mid-level, and entry-level donors. This helps create specific outreach plans that match their giving capacity.
Donation frequency: Track giving patterns to identify consistent donors and one-time supporters. These insights can help you strengthen engagement with regular supporters while developing targeted strategies to convert occasional donors into recurring contributors.
Geographic location: Grouping donors by location makes it easy to understand regional interests, plan local events, and create area-specific campaigns. In the UK, this also means recognising which charity regulator applies (CCEW for England and Wales, OSCR for Scotland, CCNI for Northern Ireland) if your charity operates across borders, since fundraising rules differ.
Interests: Monitor donor giving history, survey responses, and event participation to share relevant updates and impact stories that match their specific interests.
Type of support: Separate your database into different support groups such as volunteers, corporate partners, individual donors, and more, to reach out with appeals that resonate with each group.
Demographics: Consider age groups, professional backgrounds, and other key factors to craft messages that speak to different donor groups.
Communication preferences: Record whether donors respond better to emails, phone calls, letters, or in-person meetings, and communicate in their preferred way.
Download our free donor prospect research template
8 tools to carry out donor prospect research for your charity
1. Zeffy
2. Beacon
3. Donorfy
4. Companies House and Charity Commission Register
5. 360Giving GrantNav
6. Candid (Foundation Directory)
7. LinkedIn Sales Navigator
8. DonorSearch and Kindsight (iWave)
1. Zeffy: 100% free supporter management for charities
Zeffy is an all-in-one 100% free supporter management platform designed exclusively for charities. While Zeffy does not conduct prospect research directly, it gives you the tools to organise and act on your research with powerful supporter management features. Store detailed prospect profiles, track giving history and engagement trends, and manage campaigns, events, and recurring donations in a single free platform, with every penny staying with your cause.
Key features
100% free: no transaction fees, no platform fees, no hidden charges.
Store and organise detailed prospect profiles from your research.
Comprehensive profiles with donation history and engagement trends for better outreach.
Manage campaigns, events, and recurring donations within the same system.
Personalise thank-you emails and reports to build stronger donor connections.
Track performance metrics and fundraising progress through intuitive dashboards.
Beacon is the UK-built fundraising CRM rated number one in Fundraising Magazine's UK CRM survey for six consecutive years. It offers native Gift Aid claim submission to HMRC, a modern interface, and fast onboarding. Beacon is the default modern choice for fundraising-led small-to-medium UK charities. Pricing from approximately £33.50 per month.
Key features
Native Gift Aid claim submission directly to HMRC.
Customisable dashboards to visualise donor activity and fundraising progress.
Rapid onboarding designed for UK charities of all sizes.
3. Donorfy: UK-built, free entry tier
Donorfy is a UK-built CRM with a free tier for up to 500 constituents and a broad integration ecosystem. It connects directly with JustGiving, Enthuse, Mailchimp, GoCardless, and Stripe, making it a practical choice for charities already using multiple platforms. Pricing from approximately £50 per month above the free tier.
Key features
Free up to 500 constituents with a straightforward upgrade path.
Integrations with the most common UK fundraising and payment tools.
Gift Aid tracking and reporting built in.
4. Companies House and Charity Commission Register: Free official research sources
These two free public registers are the starting point for every UK prospect researcher. Companies House gives you directorships, Persons with Significant Control, and filed company accounts in seconds. The Charity Commission Register shows trustee names, income, and annual returns for all registered charities in England and Wales. For Scotland, use OSCR; for Northern Ireland, use CCNI.
Key features
Completely free and publicly accessible, no subscription required.
PSC and director search identifies major business stakeholders.
Trustee and income data for all registered charities across the UK.
5. 360Giving GrantNav: UK grants database
360Giving GrantNav is the UK's open grants database, showing which funders have awarded grants to which organisations and causes. It is the UK sector's answer to US foundation tax filings: search by funder, cause area, region, or grant amount to identify trusts and foundations whose priorities align with your mission. Free and sector-standard.
Key features
Free searchable database of UK grant awards.
Filter by funder, cause area, region, and grant amount.
Reveals the giving patterns of UK trusts and foundations.
6. Candid (Foundation Directory): International foundations reference
Candid is primarily a US resource, but it remains useful if your charity is seeking grants from US or international foundations. It offers access to private foundation giving records and grant search tools. UK charities will generally get more practical mileage from 360Giving GrantNav for domestic grant-maker research.
Key features
Grant search tailored to missions and regions, with a US and international focus.
Access to private foundation financial records and giving patterns.
In-depth data on the funding priorities of donors and organisations.
7. LinkedIn Sales Navigator: Social media listening tool
LinkedIn Sales Navigator allows your charity to find and connect with corporate leaders and professionals aligned with your mission. Its advanced search filters spanning geography, industry, company, and more help you identify individuals with philanthropic interests or organisations actively supporting social causes.
Key features
Advanced search filters for geography, industry, and company.
Personalised outreach options for high-value prospects.
Real-time updates on professional achievements and transitions.
8. DonorSearch and Kindsight (iWave): US-first wealth screening tools
DonorSearch and Kindsight (formerly iWave) are powerful US-first wealth screening and philanthropic databases. Both are worth considering if your charity has a significant base of US or international prospects, or regularly approaches US foundations. For most small UK charities whose prospects are primarily UK-based, Companies House, 360Giving, and the Charity Commission register will provide the core data you need at no cost.
Key features
Large searchable databases of charitable giving history and wealth indicators.
Customised scoring to rank donor prospects.
Integration with CRM systems for seamless data updates.
3 best practices for donor prospect research
1. Work with prospect research consultants
When your team is stretched thin, prospect research consultants can multiply your impact. These specialists bring expertise and dedicated resources to quickly identify your best potential donors.
They will work with your unique needs and budget to deliver targeted prospect lists, whether for annual giving programmes or major gift campaigns.
2. Attend sector events and community gatherings
Sector events are among the most productive places to build relationships with potential donors. The Chartered Institute of Fundraising holds an annual convention and special interest group events throughout the year, and NCVO runs sector conferences and training days that bring together fundraising professionals and major supporters. Community events such as galas and charity dinners offer equally valuable opportunities to meet individuals passionate about social causes.
By using social media and public records to research attendees in advance, you can go into these conversations with a clear understanding of each person's interests and community involvement, and begin building relationships grounded in shared values.
3. Focus on relationship-building
Once you have identified qualified prospects, create a plan to build on those relationships before making a direct ask. This plan should outline which channels to use, when to approach, and what message to send.
It will help you decide whether to call your prospect, invite them to an event, meet them in person, or send a personalised letter, based on their preferences and past giving.
Effective prospect research transforms fundraising from random outreach into strategic donor partnerships. By understanding who your best potential donors are, you can focus on building meaningful connections that lead to lasting support.
Zeffy's 100% free supporter management platform helps you organise donor data, track relationships, and manage outreach, all without paying a single fee. Our platform gives you the tools to turn prospects into committed supporters while keeping every penny for your cause.
Prospect research is not a one-off exercise. Aim to review your records at least once a year, and update individual profiles whenever a major life change occurs: a new role, a change in trustee appointment, a significant gift to another charity, or a property sale. Regular database hygiene ensures your outreach stays relevant and your asks remain appropriate.
For major donors and warm prospects, a lighter quarterly check using LinkedIn and news sources is a practical way to stay current without overwhelming your team.
Donor segmentation lets you group prospects and existing supporters by giving level, frequency, geography, cause interest, and communication preference, so you can personalise every ask and update. Rather than sending the same message to every contact, segmentation helps you send the right ask to the right person at the right time.
Once you have segmented your prospects from research, you can build targeted cultivation plans for each group. Read our guide to donor segmentation for practical steps on setting this up.
Prospect research in the UK is governed by UK GDPR, the Data Protection Act 2018, the Privacy and Electronic Communications Regulations (PECR), and the Fundraising Regulator Code of Fundraising Practice (effective 1 November 2025).
The key practical points for UK charities are:
- Use a lawful basis. Legitimate interest is the most common basis for prospect research. You must document a Legitimate Interests Assessment (LIA) that balances your charity's interest in fundraising against the privacy rights of the individual.
- Use only publicly available information. Publicly accessible sources such as Companies House, the Charity Commission Register, and news publications are appropriate. Purchasing data without a clear lawful basis is not.
- Be ready to respond to data-subject requests. Under Article 14 of UK GDPR, individuals have the right to know what data you hold about them. Ensure your records are auditable and you can provide this information on request.
No, not if you rely on legitimate interest as your lawful basis. You do not need explicit consent to research a prospect using publicly available sources such as Companies House, the Charity Commission Register, or published news. However, you must document a Legitimate Interests Assessment showing that your charity's interest in fundraising does not override the individual's reasonable privacy expectations.
Under Article 14 of UK GDPR, you are required to inform the individual of the data you hold about them if they ask. Keep your prospect profiles factual, up to date, and limited to what is necessary for your fundraising purpose.
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Look for people who attend related events, follow relevant Facebook groups, or subscribe to aligned newsletters.These aren’t just potential donors—they’re your future advocates.
Look for people who attend related events, follow relevant Facebook groups, or subscribe to aligned newsletters.These aren’t just potential donors—they’re your future advocates.
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