© 2005 Bentz Whaley Flessner Profile, Identify and Track Major and Planned Giving Prospects in Team Approach Joshua Birkholz

© 2005 Bentz Whaley Flessner 2 Agenda Overview of principles and applications  Identification and Profiling  Prospect Management and Tracking

© 2005 Bentz Whaley Flessner 3 Elements of a major and planned gift development system 1.Base development 2.* Prospect identification 3.* Feeding and maintaining an active prospect pipeline 4.Major and planned gift cultivation 5.Donor relations or stewardship

© 2005 Bentz Whaley Flessner 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

© 2005 Bentz Whaley Flessner 5 Goal of Prospect Identification From How do we get there? To

© 2005 Bentz Whaley Flessner 6 Identify and Prioritize Who are my best prospects for…?? Major giving High end membership Volunteering Planned giving

© 2005 Bentz Whaley Flessner 7 Special Initiatives Knowledge and learning Sports Programming Finance Endowment Arts programming

© 2005 Bentz Whaley Flessner 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

© 2005 Bentz Whaley Flessner 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

© 2005 Bentz Whaley Flessner 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

© 2005 Bentz Whaley Flessner 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

© 2005 Bentz Whaley Flessner 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

© 2005 Bentz Whaley Flessner 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

© 2005 Bentz Whaley Flessner 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

© 2005 Bentz Whaley Flessner 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?

© 2005 Bentz Whaley Flessner 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

© 2005 Bentz Whaley Flessner 17 Starts with… From Prioritizing and Sorting To

© 2005 Bentz Whaley Flessner 18 Then… From Assigning To

© 2005 Bentz Whaley Flessner 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

© 2005 Bentz Whaley Flessner 20 Qualification process

© 2005 Bentz Whaley Flessner 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

© 2005 Bentz Whaley Flessner 22 Possible stages

© 2005 Bentz Whaley Flessner 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

© 2005 Bentz Whaley Flessner 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

© 2005 Bentz Whaley Flessner 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

© 2005 Bentz Whaley Flessner 26 Questions? Thank You! Joshua Birkholz Bentz Whaley Flessner 7251 Ohms Lane Minneapolis, Minnesota P F website: