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

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Profile, Identify and Track Major and Planned Giving Prospects in Team Approach Joshua Birkholz Agenda Overview of principles and applications Identification and ... – PowerPoint PPT presentation

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


1
Profile, Identify and Track Major 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 firstBase 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? OrHow 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_at_bwf.com website www.bwf.com
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