4 key elements of a strategic prospect profile
TRANSCRIPT
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4 Key Elements of a Strategic Prospect Profile
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Wait, are there really only 4 key
elements in a strategic prospect
profile?
Yes, but I heard each one has a lot of
moving parts. I know a group who can tell
us more…
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That’s us! We crowdsourced this info just for you!
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First key element:
Contact information
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Contact information
• Full name• Spouse/partner name• Main home address• Other homes• Business title• Business address• Phone numbers• Email address• Social media contact
info (Twitter, Facebook, LinkedIn, etc.)
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It may seem obvious, but correct contact information can tell you a lot.
• For example, second or third residences can lead you to a prospect’s leisure interests, like golf, skiing, or yachting, depending on where they’re located.
• Multiple residences are also a key capacity-rating indicator.
• Most critically, if you can’t contact someone, you can’t involve them. It’s as simple as that. Spelling their name correctly in your database is also important!
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Second key element:
Giving
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Giving
• How much has the prospect given to your organization?
• Where else has s/he donated?• Where did their largest gifts go?• Do you see patterns by interest or
organizational involvement?• Does her company also give? Does
she have any influence on the company’s giving?
• What is the frequency of his giving to your organization? Is it self-motivated or as the result of an ask?
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Knowing about giving is really important • Some people simply aren’t philanthropic; it’s good to
know that before you spend time trying to cultivate them for a major gift.
• Others only make significant gifts when they serve on a board; the gifts of time, advice, and money are especially precious when all three come together.
• Pay attention to patterns: when a donor gives could be a clue that they receive bonuses.
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Third key element:
Affiliations and interests
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Affiliations and Interests
Include info on all adults in the house
Capture dates of service, if known
• Career history
• Corporate, philanthropic, and civic boards.
• Social clubs, societies, fraternal/ Greek, and professional association memberships.
• Hobbies
• Religious and political affiliations, if allowed by your data protection laws.
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Knowing about interests and affiliations is really important
• Who else serves (or served) on the board concurrently with
your prospect? Could a link there provide you with an introduction?
• What causes or business affiliations are important in your prospect’s life? Can you help them fulfil those needs?
• Do they serve on more than one (or no) organizational board(s)? What does that tell you about their free time (or potential interest in serving on a board)?
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Fourth key element:
Wealth indicators
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Wealth indicators include (but are not
limited to)…
Be sure to look for assets held by both the prospect and
their spouse.
• Multiple residences• Boats, cars, art, horses,
collections…• Donor advised funds• Family office• Family foundation• Securities holdings• Successful private business• For money managers:
assets under management• 6-figure+ donations• Club memberships
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Finding wealth indicators is really important • Use the information to create capacity ratings. These will
help you prioritize prospects.
• If you don’t see obvious wealth indicators within an hour of researching, talk to the person who requested information or move on to the next prospect on your list. Time = money.
• Spend time reading about and understanding wealth indicators; they can be fascinating and tricky. For example, yachts and mansions need staff to maintain them and have extra things attached (like 40-ft “dingy”s)
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For more information
Click on our blog categories for more detailed articles on how to find each
of these key elements!
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