Is Prospect Research Spying?

Back in May of this year (2010), the Wall Street Journal published an article highlighting the function of prospect research within the nonprofit sector. I was reminded of this article (Is Your Favorite Charity Spying on You?) while attending an alumni networking event at my Alma mater. When asked what I do by a fellow alumnus, I mentioned prospect research for fundraising and when that didn't ring a bell, I equated it with detailed market research. "Oh!" he exclaimed, "you're a spy!" To my surprise he recalled the very same WSJ article, which presents my occupation in a more business friendly--albeit less hallowed--light. Our conversation ranged from techniques to data storage and security and even to ethics.

In its response to this article APRA President, Deborah Mueller, got very defensive explaining "misrepresents the scope and purpose of donor research, and as a result misleads Journal readers about its nature and use." She goes on to explain all of the regulations we are held to legally through external laws and acts as well as internally through confidentiality and ethical agreements.

Should she really need to defend and justify a profession that is being embraced at a break-neck speed within the nonprofit world? Market research in business is known to save money and help maximize profits. In recent weeks, the Wall Street Journal has been publishing a series on data collection and market targeting called "What They Know." Facebook's data was recently hijacked by a research company. Perhaps, the WSJ is reacting to a potentiall problem within the research profession: where to draw the line.

They see the way the profit sector pushes the limits of legality everyday. (I do not know about for-profit market research empployees; however, we are generally held to a confidentiality agreement with our institution. Based on the current issues with information leaks and data hijackings, perhaps the WSJ is rightly concerned with our profession's ethics as much as it is concerned with the market researchers following children's web browsing habits.

 Perhaps the most important agreement is within ourselves.

Perhaps the most important question is: Would I want this information about me known by a stranger?