A global perspective series: Prospect Research in the United Kingdom
Dear Diary,
As you know I thoroughly enjoy learning from others and learning from a prospect researcher in another country – well, that is a real treat. Celia Owusa is the Prospect Research and Insights Manager at Christian Aid, a global humanitarian aid organization headquartered in London. In this interview Celia shares the most important lessons, experiences and guidelines for any researcher (regardless of region) interested in prospect research in the United Kingdom – due diligence, intentional research, GDPR, and international research – Celia, thoughtfully explores all.
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Which five words would you use to describe prospect research and fundraising in the United Kingdom? And why?
Celia: I would describe prospect research and fundraising in the United Kingdom as relationship-led, risk aware, regulated, strategic and evolving. It is relationship-led, as long-term trust and stewardship remain central to major donor and trust-based fundraising. It is risk-aware, with a strong emphasis on reputational due diligence and ethical decision-making. The environment is highly regulated, particularly due to GDPR, which shapes both data access and how insights are used. At the same time, the function is increasingly strategic, with prospect research playing a more proactive role in pipeline development, prioritization, and organizational decision-making. Finally, it is evolving, particularly with the growing intersection between philanthropy, ESG, and impact investing, which is reshaping how organizations think about capital and partnerships.
Due diligence and the accessibility of personal data greatly differs in the United Kingdom compared to the United States, how do you navigate accessibility, as you assess wealth?
Celia: The UK context requires a more triangulated and judgement-led approach to wealth assessment. Given the constraints of GDPR and limited access to detailed personal financial data, I rely on a range of indirect indicators, including business ownership, senior leadership roles, asset visibility, and philanthropic activity.
I complement this with public filings, company data, and giving history, using these as proxies to build a well-evidenced understanding of both capacity and intent.
Importantly, I prioritize ethical due diligence, ensuring that all information is responsibly sourced, publicly available, and interpreted in line with organizational values. This approach allows for robust and defensible assessments, even within a more restricted data environment.
Celia, you have poked something I would love to unravel a bit more – Let’s talk about GDPR. What are the built-in guidelines that help UK organizations stay compliant to GDPR while ensuring they have the proper research on a prospect?
Celia: GDPR doesn’t stop good prospect research, it actually defines what good looks like. In the UK, under UK GDPR, there are already clear guardrails that allow organizations to do proper prospect research without crossing ethical lines.
First is legitimate interest. That’s the main basis most charities rely on you can use publicly available data to identify and understand potential supporters, as long as it’s necessary, proportionate, and doesn’t override the individual’s rights. The key is being able to justify why you’re doing it, not just that you can.
Then you have data minimization, only collecting what’s actually useful. Good research isn’t about building a full profile on someone’s life, it’s about understanding alignment: their giving patterns, interests, and where there’s a genuine connection.
There’s also a strong emphasis on public domain and credible sources. In practice, that means sticking to things like Companies House, foundation reports, and reputable media, not speculative or intrusive data. Transparency is a big one too. Organizations should be upfront with their privacy notices that they carry out prospect research. It builds trust and removes that “hidden process” feeling.
And finally, individual rights, if someone objects, everything stops. No debate.
Where I think people get it wrong is seeing GDPR as a restriction.
At a strategic level, it actually forces you to be sharper. You move away from over-researching and into intentional, insight-led work focusing on the right prospects, with the right rationale, at the right time. For me, the real intersection is between GDPR, due diligence, and ethics.
It’s not just “can we research this person?” it’s “should we, and why?”
That’s where prospect research shifts from a compliance task to a strategic function that protects reputation while driving income.
As a prospect researcher how do you approach prospecting for the “right” donor?
Celia: I approach prospecting as a context-driven and strategic alignment exercise, rather than a one-size-fits-all or volume-driven process. While I use the core principles of capacity, affinity, and access as a foundation, my methodology adapts depending on the fundraising context and objective. For international donor scoping or specific funding exercises, I take a thematic approach identifying funders aligned to priority areas such as climate resilience, women’s economic empowerment, or governance, and mapping them against organizational niches and geographic focus. For major donor fundraising, I use network mapping techniques to identify high-potential individuals within existing ecosystems, analyzing professional networks, board affiliations, and relationship pathways to build realistic engagement strategies. For trusts and foundations, I prioritize strategic alignment over scale, assessing program fit, funding history, and thematic priorities to ensure targeted and credible approaches. More recently, I have also incorporated a capital alignment lens, particularly in the context of a climate resilience social impact investment initiative, identifying prospects who may engage across both philanthropic and investment pathways.
Overall, my focus is on identifying not just capable donors, but the right partners, based on alignment, timing, and the potential for long-term engagement.
What resources help you conduct international research?
Celia: I use a combination of structured databases, open-source intelligence, and contextual insight. Key resources include databases such as Foundation Directory, Devex, and corporate registries, alongside annual reports, regulatory filings, and foundation disclosures to validate information. I also draw on media analysis and professional platforms such as LinkedIn to understand networks, influence, and current activity. For international research, I find that in-country insight and internal stakeholder knowledge are critical, as not all relevant information is publicly accessible. Combining these sources allows for a more nuanced and contextually informed view of prospects.
What is one important piece of advice you would give a new colleague (fundraiser or prospect researcher) joining a humanitarian aid organization?
Celia: My key advice would be to always connect research to impact. While prospect research involves data, profiles, and analysis, its purpose is ultimately to enable meaningful partnerships that support real-world outcomes. In practice, this means understanding organizational programs as deeply as donors, thinking strategically about alignment rather than simply identifying wealth, and working collaboratively with fundraising and program teams. The most effective prospect research is not only informative, but enabling, forward-looking, and grounded in impact.
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Thank you, Celia, for this extraordinary and detailed overview of prospect research in the UK. I think readers will agree that this was incredibly informative. I will close this Diary entry with these wise words from Celia: “Data minimization, only collecting what’s actually useful. Good research isn’t about building a full profile on someone’s life, it’s about understanding alignment: their giving patterns, interests, and where there’s a genuine connection.”
Until next time,
May 15th!
