Prospect ResearchAlison Riith

2/26/15

MPA 425

What is Prospect Research? “Prospect Development professionals are the individuals most able to

meet the growing information needs of the fundraising community. Using the Internet and other technologies, they collect, evaluate, analyze, organize, package and disseminate publicly available information in a way that maximizes its usefulness and enables accurate and educated decision-making.”

Source: APRA website (http://www.aprahome.org/p/cm/ld/fid=10)

LAI Principle Linkage

Direct connection to your organization (donor, volunteer, board member, etc.)

Ability Capacity to make a gift

Interest Likelihood to give

Source: http://www.slideshare.net/NonprofitWebinars/major-gifts-moves-management-made-easy

Identify Start with your existing donor pool

These donors are already familiar with your organization and have made gifts

Major gift donors

Clearly define what qualifies as a major gift

Research – Look for indicators: increased giving, changes in family situation, retirement, etc.

Annual donors Determine who might be ready for further cultivation

Board of Directors

Leadership gifts!

Board giving sends a message to the community and to other donors

Board members can make introductions to people in their network

Qualify Peer Screening – ask board and other high-level volunteers to review

lists of potential donors Ask the to share what they know about giving habits, interests, ability,

etc.

Confidentiality is key!

Database Screening

Be strategic – whole database or narrow to certain donor segments or donors with certain characteristics

Financial investment and costs staff time

Data Mining Mine your existing database for donors and prospects that meet specific

criteria

Giving patterns, volunteer activities, etc.

Conducting Research Add’l ResourcesFee Based Resources Free Resources

WealthEngine Google

LexisNexis Zillow

iWave Newspapers

Alumni Finder GuideStar

Hoovers magazines

Use librarians

Professional organizations

APRA – Association of Prospect Researchers for Advancement

AFP – Association of Fundraising Professionals

Forbes 400 – “Top” lists

NOZA

CT Blockshopper – property tax records

SEC.gov – Securities and Exchange Commission

Annual reports

LinkedIn

CT Department of Justice court records

Connecticut Council for Philanthropy

Chronicle of Philanthropy

Foundation Center Online

Writing Donor Profiles Verified Current Contact Information Linkage

How is this person connected to your organization? Are they close with certain staff or board members?

Background Current employment, career summary, family history, other non-profit affiliations,

education, etc.

Giving History Past gifts to your organization and select giving to other non-profits

Wealth Indicators Real estate holdings, public stock holdings and options, compensation data, family

foundations

Remember, only public data are available. You will never have 100% of the story.

Gift Capacity Choose the best guideline for your organization.

Once determined, assign a numeric rating.

Tips for Profiles See page 134 (Exhibit 11.2) for a Sample Donor Research

Profile

Include a picture if possible.

Personal hobbies

Include information that will be relevant for the fundraiser. Consider which factors may affect that individual’s ability or

inclination to give.

Be sensitive and aware of information that might be considered intrusive.

Prospective Donor Management Regular prospect review meetings

Record moves, target amounts, asks, results, visits, etc.

Monitor and record the strategy for each person Dollars raised, proposals submitted, number of prospects in each

stage, umber of significant contacts with prospective donors

Donor Bill of Rights

Source: http://www.afpnet.org/files/ContentDocuments/Donor_Bill_of_Rights.pdf

APRA Statement of Ethics

Source: http://www.aprahome.org/p/cm/ld/fid=110

Best Practices Your organization must have a method in place for protecting donor data.

Do not send sensitive information via email to people outside of your organization’s network.

Distribute printed copies of profiles at meetings, ask people to write on the pages, and then collect the papers at the end of meetings.

Restrict access to sensitive information – “need to know” basis.