Profile, Identify and Track Major and Planned Giving Prospects in Team Approach

1. Profile, Identify and TrackMajor and Planned Giving Prospects in Team Approach Joshua Birkholz

2. Agenda Overview of principles and applications • Identification and Profiling • Prospect Management and Tracking

3. Elements of a major and planned gift development system • Base development • * Prospect identification • * Feeding and maintaining an active prospect pipeline • Major and planned gift cultivation • Donor relations or stewardship

4. But first…Base development • Membership program • Membership is the beginning of prospecting • Teaching donor behavior • Giving consecutively • Increasing in amount • Building awareness at the macro level • Encouraging involvement at the macro level

5. Goal of Prospect Identification • From To How do we get there?

6. Identify and Prioritize Who are my best prospects for…?? High end membership Major giving Planned giving Volunteering

7. Special Initiatives Arts programming Knowledge and learning Endowment Sports Programming Finance

8. How do we get there? A process of filtering or refinement, based on: • Previous giving behavior • The ability or “capacity” to give at a major level • The likelihood or “propensity” to give to your station • Interests aligning to the mission and impact of your station

9. Previous giving behavior • Outright giving vs. cumulative giving • RFM analysis (Recency, Frequency, Monetary value) • How much a person gives both cumulatively and outright • How recently a constituent gives • How frequently they give and for how long See sample formula used with Team Approach user, UNC-TV

10. Capacity to Give • Broadly: zip codes, purchased wealth scores, job titles, surveys • Specifically: Find actual assets and income held by a constituent • Database screening • Peer evaluation • Prospect research • Incorporate ratings into Team Approach

11. Propensity to Give • Surveys • Purchasing generic and custom models • Peer evaluation • Data mining for advanced organizations • Incorporate “Likelihoods” or “Propensity Ratings” into Team Approach

12. Propensity: Data mining • Using statistics software to model a Team Approach query • Define the behavior to predict and code the pool (major donors, planned giving donors) • Compare to the rich depth of custom fields in Team Approach including demographic, geographic, program interests, event attendance, etc. • Build a likelihood score to import into Team Approach ratings

13. Interests • Define and internalize the impact of your organization • Align interest characteristics to these impact areas • Create custom surveys for constituents to self identify an area of interest • Align programming preferences to interests • Use the depth of Team Approach to code constituent interests

14. Profiling • Two primary types of profile • Prospect research profile: biographical summary of a person • Market profile: geo-demographic profile of a segment or “market” • Select population • Query demographic, geographic, program interests, event attendance, etc. • Analyze frequency distribution (counts) by area and synthesize into a profile

15. Questions to address through profiling: • What are the characteristics of our major and planned giving donors? • What distinguishes our lifelong members from our top outright donors? • Our major donors tend to be of a generation that is passing; what is different about the next generation? • Which types of people does this gift officer cultivate most efficiently and effectively? • What distinguishes a top producing portfolio from an underperforming portfolio? Or…How should we construct optimum portfolios?

16. Synthesize information • Prioritize according to all the ratings and dimensions (capacity, propensity, giving, interests, “fitting the profile” • Prioritize into pools according to consolidated ratings

17. Starts with… • From To Prioritizing and Sorting

18. Then… • From To Assigning

19. Qualification process • Research qualification • Confirm ability, likelihood, connection, and interests through one-to-one information gathering and interpretation • Assign to field officer • Field officer qualification, AKA Discovery • Confirm ability, likelihood, connection, and interests through personal meeting

20. Qualification process

21. Feed names into a prospect management and tracking system • Beyond tracking giving and membership • Team Approach enables stations to: • Record history of relationships with constituents • Guide the strategy for major and planned giving cultivation • Manage the prospect cultivation pipeline

22. Possible stages

23. Stages advance a person to solicitation • Research qualification moves a suspect to a “qualified suspect” • Discovery moves a qualified suspect to “prospect” • Cultivation moves a prospect through from awareness, to involvement, and on to ownership • Solicitation moves a prospect to “donor” • Stewardship moves a “donor” back into cultivation

24. Key elements to maintain on Team Approach • Assigned solicitor or manager • Stages of cultivation • Record and maintain cultivation strategies (including projections and timelines) • After every meaningful interaction, record a contact report • Schedule each visit or “move” • Track the progress of proposals

25. Recommended first steps • Conduct RFM analysis of donors • See that the top names are under management • Make use of ratings on Team Approach • Commit to gathering data as well as gifts (job titles, family information, interests) • Query multi-dimensional data from Team Approach on top major and planned giving donors • What are the basics? • Do others share these characteristics? • Synthesize what you learn

26. Questions? Thank You! Joshua Birkholz Bentz Whaley Flessner 7251 Ohms Lane Minneapolis, Minnesota 55439 P. 952-921-0111 F. 952-921-0109 email:jbirkholz@bwf.com website: www.bwf.com