How to Find Better-Fit Donors Beyond Wealth Indicators

October 1, 2026 by Forbes Nonprofit Council

Wealth screening can help nonprofits identify people who may have the financial capacity to give, but capacity alone doesn’t show whether a prospect is likely to care about an organization’s mission or become an engaged donor. Looking at a broader range of information can help fundraisers focus their time and resources on prospects with stronger potential connections to the organization and its work.

Effective donor research, then, isn’t simply about finding the wealthiest prospects but about developing a fuller picture of who may have both the means and the motivation to support the mission. Below, members of Forbes Nonprofit Council share donor research tactics nonprofits can use to look beyond wealth indicators and identify better-fit prospects.

Read the full article at Forbes.com