An Actor's Guide to Prospect Analysis

Actors use a wide range of techniques to get to know the characters they play so they can bring truthfulness and authenticity to the role.

One tool at an actor's disposal is script analysis. Script analysis typically starts with a reading of the script during which the actor seeks answers to four questions.

1. What does the writer say about the character?
2. What do other characters say about the character?
3. What does the character say about themself?
4. What does the character do?

Nonprofit askers can benefit from this analysis approach as well. Let's translate this to your work with prospects.

1. What does the writer (research) say about the character (prospect)?
   Writers give actors clues in the script by way of character descriptions and stage directions. For nonprofit askers these clues come in the form of prospect research. Whether conducted by someone on your team or an outside service, prospect research helps to, you guessed it, develop descriptions of prospects that can create a fuller picture and offer direction on how the prospect might best be approached.
2. What do others say about the character (prospect)?
   There's nothing like a good prospect strategy meeting to get the creative juices flowing. During these sessions we find out what others on our team say or know about our prospect. You may also hear others in the prospect's social circle share useful insight into a prospect.
3. What does the character (prospect) says about themself?
   The first two questions are answered prior to visiting with a prospect. With this third question, your prospect plays a direct role. As you actively listen to your prospect during a visit, you begin to mentally note important bits of information they share with you by way of content, word choice, tone, gestures, and non-verbal cues. All of which helps you get closer to the truth and authentic thoughts and feelings of your prospect.
4. What does the character (prospect) do?
   Insights gained through research, through what others say about the prospect, and what the prospect says about themself are all important. But the piece de resistance is what the prospect actually does or has done. What philanthropic actions have they taken with other organizations similar to yours? How do they choose to invest their philanthropic dollars generally speaking? Do they take a follow up visit with you? Do they give you a yes to your request?

These four script analysis questions used by actors on a regular basis provide an easy guide to follow as you analyze and work with new prospects or reacquaint yourself with long-time donors.