Discovering, opening and developing PG relationships with donor surveys Doug Puffer, Director, Planned Giving Simon Fraser University November 9, 2012

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Planning to Market Prospect Profiling Data Analysis Finding the Big Ones Overview

Numbers: X 2, years = 7 touches 0.5 % = info, 52 leads, 31 discoveries Get Visible

Words: Plan ahead Develop demographic Get the message out Benchmark standards (CPL, CPC) Results justify further investment Get Visible

Bequests and Leads

Profiling and Data Mining Best prospects for a gift by will Profile first Parameters second Data mining third Prioritize lists Targeted markets

In the beginning, keep it simple! [(A>50)+MI55+(R+F+M)]=PGP

In the beginning, keep it simple! Instant results matter Age = 50+ Title = Miss Loyal Donors = R Monthly Donors = F Generous Donors = M

Include: who gives, who will, who didn’t, who did, who won’t Planned Giving Propensity Who said “YES” Who said “NO” Who did but you didn’t know Giving records, degrees, job info, addresses, phones, , sports, campus clubs, reunions,...everything!

Refined Profile Alumni volunteer Regular donor (3/7 years) Job title Number of actions Highest degree The SFU Algorithm

Finding the Big Ones Donors love you They know you Right age Good records Invisible to “Normal” prospect research Limited budget

Bequests and Leads

Finding the Big Ones Donors love you They know you Right age Good records Invisible to “Normal” prospect research Limited budget

Results SFU UBC QU 2008 Calling Pool Completion Rate 48% 66% 60% New Leads Potential Discoveries Expected Value$3.15M$2.04M $6.60M Actual Cost $15.7K

Brain Science Prof. Russell James, Texas Tech Bequest giving and current giving stimulate different parts of the brain. Different motivators and de-motivators are at work. Charitable bequest decision making engages parts of the brain associated with, what researchers call, “management of death salience.” Charitable bequest decision making involves reminders of one’s mortality. A charitable bequest decision involves the internal visualization system for recalling autobiographical events in relation to the charity.

References: Does Data Mining Really Work for Higher Education Fundraising? A Study of the Results of Predictive Models Built for 5 Higher Education Institutions By Peter B. Wylie and John Sammis Data Mining and Alumni Association Membership By Peter B. Wylie and John Sammis. niAssociationMembership.pdf A pauper’s guide to electronic screening. Guest post by Peter B. Wylie Data Mining for Fund Raisers Peter B. Wylie C.A.S.E. (2004).ISBN-10: or ISBN-13: Fundraising Analytics: Using Data to Guide Strategy Joshua M. Birkholz (April 4, 2008)AFP/ John Wiley pub. ISBN-10: X or ISBN-13: Charitable Estate Planning as Visualized Autobiography: An fMRI Study of its Neural Correlates (February 6, 2012). James, Russell N. and O'Boyle, Michael W., Available at SSRN: or

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