Proactive 360° Research: Quantifying Accountability and Measuring ROI in Prospect Development Debra Thomas Director of Prospect Management and Research Terri Whitehouse Associate Director of Prospect Research

Learning Objectives Learn how to set proactive metrics and discern the factors for referral potential Walk through the reporting process from development to report automation Determine how to use the data regardless of organization size and garner additional budget and resource support for your research team

Insights and Benefits Development benefits: Portfolio enhancement Provides DOs with higher caliber prospects to cultivate Moves management Prospect research benefits: Flexibility Quick accountability tool for DPM&R Middle donor prospects don’t fall through the cracks Identify segments of prospects to engage with events, special solicitations, etc.

Establishing Current Goals Identify new donors Increase giving of existing donors Distinguish and engage our “middle donors” PAST: REACTIVE Wasted opportunities Wasted time Lost prospects FUTURE: PROACTIVE Efficient Maximize tools Maximize data analytics

Research Expectations Interaction with DOs on requests Partner in putting together projects for DOs, deans, etc. Custom templates for stages, events and other needs Discovery Solicitation Presidential briefing Presidential events Alumni & other events

Elements for Proactive Process Setting goals of proactive expectation (referrals) Types of information Types of contact reports ROI – reporting and coding

Referral Goals Not everyone in research team has referral goals G/B/B goals are set with researcher at yearly review for upcoming FY Current metrics are 200/220/242 per researcher for 30 DOs (~16/18/20 monthly)

FY17 Researcher Proactive Metrics Name: Points to Success Referral Goal FY17 Goal Achieved Good Goal 200 _____ Better Goal 220 _____ Best Goal 242 _____ Proactive Work Quality Activities Achieved Cold Contacts _____ Research Notes _____

Strategic Prospecting: Internal Factors Strategic Prospecting: External Factors Obvious connections to UofL UofL event attendance and coding UofL giving history Substantial athletic giving Awards Internal report triggers Wealth and capacity Business ownership Types of employment Industry Other philanthropy Community activity Board membership Volunteerism Self-identified interests

Prospect Profile

Referral Process: Contact Reports Research Referrals Cold Prospects Research Notes

Contact Report: Research Referral

Contact Report: Cold Prospect

Contact Report: Research Notes

ROI Reporting ROI = gifts + pledges since referral Reports are based upon coded contact reports and show all contact report activities Reports can be pulled for individual researchers or development officers—or the development team as a whole

Researcher ROI Data Report

Leadership Referral Summary

Impact of ROI Clearly shows prospect research dollar value Enhanced research products Additional training and professional development for research staff Positions staff for raises and promotions Demonstrates value of research profession Increases motivation and excitement of research team when successful contact is made Invigoration of purpose Doing more with less staff

What does this mean for YOU? Implementation is flexible regardless of size of research shop Provides dollar value that leadership can embrace Allows for strategic follow up on referrals

Conclusion: A Truly 360° Process Identify prospects Refer prospects Track follow-up Gifts/ROI Benefits for university and community

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