How to research a donor before a meeting is one of the most common questions nonprofit leaders ask. Most don’t have access to a big database or research team, so if you’re starting from scratch, it can be intimidating. But you don’t need these things. You’ve got enough tools are your disposal already that you can have a good conversation with that potential donor.
Start with what you already know
Even if you’ve never met the donor, you likely know something.
- Did they attend an event?
- Were they referred by someone?
- Have they given before?
- Are they connected to your board?
Do a quick search
Look at:
- LinkedIn → Where do they work? What do they care about?
- Company website → Do they sponsor or support causes?
- Google → Any community involvement or boards?
- Your records → Past gifts, notes, event attendance
You are not trying to learn everything. You are looking for a few helpful clues.
Focus on three things
When thinking about how to research a donor before a meeting, keep it simple.
Look for:
1. What might they care about?
- Their industry
- Causes they’ve supported
- Community involvement
2. What is their connection to you?
- Mutual contact
- Event they attended
- Location or shared interest
3. What level might they give at?
This is just a rough guess:
- First-time donor
- Mid-level donor
- Larger gift potential
This helps you avoid asking for something unrealistic.
Don’t turn your research into a script
This is where people get stuck. They do the research… and then try to prove they did it. Don’t say: “I saw on LinkedIn that you…” Instead, ask:
- What got you interested in this work?
- What causes do you typically support?
Let them tell you. Your job is to listen, not perform.
Make a simple plan before the meeting
Before you go in, write down:
- 2–3 things they may care about
- 2–3 questions you want to ask
- A general idea of your next step
Remember your goal
The goal is not to impress the donor. The goal is to understand them. When you know a little and stay curious, you will have a better conversation. Better conversations lead to better relationships which will lead to better donations.
About mkw+co
mkw+co is a boutique consulting firm specializing in strategy, marketing, education, and coaching for nonprofits and small businesses. We help organizations build simple, effective systems, including fundraising approaches that feel natural and sustainable. Schedule your free consult call here.