1. How to identify & Understand Donors Who Can Make the Difference!
Power Prospecting
How to identify & Understand
Donors Who Can Make the Difference!
Jay Frost

2. Image of smoke stacks

8. Ray Dalio, hedge fund manager, founder of Bridgewater Associates and Greenwich resident, topped the list of billionaires in Connecticut with a net worth of $12.5 billion. He is the 28th-richest person in the United States and the 76th-richest person in the world, according to the Forbes list.
2nd Annual Greenwich Town Party in May Greenwich resident Ray Dalio's vision for the event was to bring all parts of the diverse Greenwich community together to not only attend the event, but also to contribute something to the event similar to a "block party" where everyone throws something in the pot. And what a Party it was! Event planners thought of everything from an easy to use website to a broadcast out to Indian Harbor, where boaters could watch a huge high-definition screen and feel like they were right there at the event. The entertainment was spectacular, Alyson Cambridge performed the National Anthem, The Trummytones, The Wailers, Roy and The Munsons, Kirk Franklin, The Bramblemen, Grace Potter and the Nocturnals,School of Rock Allstars, Tedeschi Trucks Band all played, along with Caroline Jones. To top off the afternoon, Dave Matthews paid a surprise visit to celebrate GTP Director Mark Vallely's birthday. And Connecticut neighbor from New Canaan, Paul Simon, gave a fabulous evening concert.

9. Prospecting 1.0

10. Limits to sushi Limited by geography Limited by knowledge
Limited by technology

11. Prospecting 2.0
Establishing ground rules for successful digital prospecting

12. What Has Not Changed: Underneath the Campaign Pyramid

13. How Many and How Much
Source: Wealth X

15. Draw a pedestal with six vertical spaces for categories
Pedestal Man
Draw a pedestal with six vertical spaces for categories
Decide what you think are the top six things you want to know about a prospect
Draw one part of your stick man for each category you write in your pedestal
Stock
Real Estate
Private Company Ownership
Philanthropic Giving
Political Giving
Affinity

16. Jay’s Big Five Philanthropy Real Estate Business Political Stock
Affinity
Stock
Real Estate
Private Company Ownership
Philanthropic Giving
Political Giving
Affinity

17. Giving to your organization Giving to other organizations
Political giving
Foundation/organization position
Value of real estate
DonorSearch screened data from 400 organizations of all types and sizes.
That data included $5 billion in known giving from over 2 million donors.
We compared that philanthropy to a number of criteria from various philanthropic and wealth data looking for patterns.
We found the five characteristics that most closely correlated with philanthropy: that is, the five factors that were most predictive of giving.

18. 1. Giving To Your Organization
RFM
Recency (last gift)
Frequency (# of gifts)
Money (total $)

19. 2. Giving To Other Organizations
Individuals who have made a gift of $10k – $25k to a nonprofit are 10 times more likely to make a charitable donation elsewhere.
Individuals who have made a gift of $50k – $100k to a nonprofit are 25 times more likely to make a charitable donation elsewhere.
Individuals who have made a gift of over $100k to a nonprofit are 32 times more likely to make a charitable donation elsewhere.

20. 3. Board/Trustee Position

21. 4. Political Giving
A single lifetime political gift of $250 puts your constituent in the top 6% of the US population
A single gift of $1,000 puts your constituent in the top 1/10th of 1%
Virtually every donor with lifetime political giving of $15,000 has made a 4,5,6, or 7 figure charitable gift somewhere

22. 5. Value Of Real Estate Often the only asset data available Giftable
Individuals owning $2+ million worth of real estate are 17 times more likely to give.

23. Extra Credit: Insiders

24. Who are the insiders? No Ownership Requirement
Officers With Policy Making Functions
All Directors
2. Ownership Requirement
10% Owners
Affiliated Persons (Rule 144) - Spouses, Trusts, Children, Personal Foundations, Venture Capital, Investment Advisors, etc.

25. What’s available on insiders?
Compensation - Salary, bonus, board service fees, other compensation, retirement plans, low interest loans, unusual perquisites
Stock – Holdings, sales, options
Philanthropic information - foundations, trusts
Biographical information - Career, education, age, other affiliations
We can fine a great deal of information on our prospects in SEC documents if they are insiders. We can find:
Compensation information
Stock holdings
Biographical information, including other directorships
In some cases, usually in the notes, we can find information about the insider’s family and their foundations or trusts

26. Sources BoardEx: www.boardex.com DonorSearch: www.donorsearch.net
EDGAR:
MarketWatch:
Morningstar:
Pinpoint:

31. Private business in America today
There are approximately 28 million private businesses in the US
Just 6 million have employees
Just 0.1% have over 500 employees
Fewer than 1.4 million generate over $1 million in revenue
Under 200,000—about 3.3%--gross over $10 million
Sources: Small Business Administration & Census Bureau

32. Private company info D&B Hoovers Company Web Site
Local/Regional Papers/Magazines

33. Real estate Often the only asset data available
Can be used as a way to guesstimate overall wealth
Giftable
Sources include Zillow, Trulia, KnowX, Lexis Nexis

34. Real Estate and giving
An individual who owns $2+ million worth of real estate is 17 times more likely to give philanthropically than the average person.
An individual who owns $1-2 million worth of real estate is 4 times more likely to give philanthropically than the average person.
An individual who owns $750K – 1 million worth of real estate is 2 times more likely to give philanthropically than the average person.

36. Other resources Political Giving Charitable Giving
OpenSecrets.org
Charitable Giving
DonorSearch, NOZA
Foundations/Board Membership
Guidestar, Foundation Center

37. Finding Your Donors’ Giving

38. Prospecting 3.0
Digital Acquisition & Screening

39. Acquisition
Acxiom Personicx
DonorSearch
CQ Roll Call

40. Screenings Peer Data Overlay Assets Modeling Social DonorCast (BWF)
DonorSearch
PersonSocial
Personix (Axciom)
RelSci
TargetAnalytics (Blackbaud)
WealthEngine
WealthX

42. Tools & Tactics: Gotta Catch ‘Em All

43. Putting it all together

44. A process for prospecting
Define the opportunity
Educate staff and volunteers to recognize individuals who meet these criteria
Hold regular meetings to gather lists of these individuals and information on them
Have a well-defined but simple process for participants to alert staff to new prospects between meetings
For Board: Affiliation-based
Geography
Industry
Fraternity/sorority/sport/club
Corporate boards
Reintroducing Prospects
Other important channels:
Local clubs and business organizations
Commerce department
American Chambers and international business associations
Other Researchers

46. Keep In Touch with Jay Frost
Phone:
LinkedIn: Jay Frost
Facebook: Frost On Fundraising
Senior Partner, Jerold Panas, Linzy & Partners