Category Archives: Focused Fundraising

Not asking for Millions? Why should you care about HNWIs?

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NOT ASKING FOR MILLIONS? WHY SHOULD YOU CARE ABOUT HNWIS?I get it. Your organization is not going to ask for millions even if the prospect could give millions, so why should you spend your limited emotional energy trying to understand HNWIs (high net worth individuals) and global wealth trends? The clear majority of nonprofit organizations in the U.S., around 80%, have operating budgets of $1 million or less.

Nevertheless, there are three very good reasons why you should care.

1-Mission

I’ve been a consultant for over a decade and no matter what the mission, every organization is sure that fundraisers with a different mission – children, animals, environment – have it easier. That somehow someone else’s mission is easier to raise money for. The truth is that every mission has passionate donors, but it takes careful, skilled fundraisers to understand the donor base and position the messaging and gift opportunities to match.

Sure, you might not have the budget or opportunities to attract million dollar gifts now, but isn’t your mission worthy of receiving million dollar gifts? Aren’t you working together with leadership to grow your organization’s impact?

If you don’t know anything about HNWIs how could you possibly position your organization’s messaging and gift opportunities to grow into million dollar giving?

2-Career Growth

Especially if you are working for a small nonprofit on a thin budget, you need to be in command of your career training. With rampant content marketing your free learning choices can be a bit overwhelming. You’re reading this blog post so I know you care about sharpening and growing your skills. The next step is to find and manage learning sources that are related, but outside the boundaries of fundraising.

Local and global economics, including HNWIs should be on your list. Following are three really good (and very readable) resources with a hot tip from each:

Capgemini World Wealth Report

Besides having a fun-to-navigate website that lets you dig in to the data, you can download the report to take advantage of the table of contents and the executive summary. But it’s the attractive charts on pages 17-19 that I want to highlight for you here.

Figure9-CapgeminiWWR-2018

For the HNWIs that participated in this study in North America, 12.4% of their wealth is held in real estate. This percentage is excluding the primary residence, which is helpful because individuals who own multiple properties are more likely to be HNW. We don’t want to use our “back of the envelope” calculations on just anyone – only those that have investable assets of at least $1 million.

So, if you have someone who has multiple properties you can now perform some eye-opening “back of the envelope” calculations:

Real Estate ÷ 0.124 = Estimated Net Worth
Estimated Net Worth x 0.05 = Low Gift Capacity
Estimated Net Worth x 0.10 = High Gift Capacity

The New York Times – How to Get the Wealthy to Donate

Did you miss this article on “How to Get the Wealthy to Donate?” Did you hear about the underlying scientific research anywhere else? If not, you may find yourself frustrated and unhappy with the results of your conversations with HNWIs. It is squarely on your shoulders to understand and relate to donor prospects – in situ!

In this consumer-friendly world of content marketing, you don’t have to have a subscription to benefit from great resources like The New York Times. You can usually find a free e-newsletter or mobile app that will tease you with headlines. My favorite way of keeping up with multiple resources like this is to create a Twitter stream in Hootsuite of various topic lists I create from Twitter accounts that I follow.

Indiana University Lilly Family School of Philanthropy – Current Research

At Indiana University’s School of Philanthropy, the list of research projects creates a wonderful feeling of abundance! From Giving USA to the Study of High Net Worth Philanthropy to Women Give you can’t go astray.

“Nonprofit boards that include a higher percentage of women tend to have board members who participate more in fundraising and advocacy. Members of these boards also tend to be more involved in the board’s work, new research shows.” –Indiana University

The next time you attend a strategic planning session or any other leadership meeting, you now have scientific research at your fingertips to help your organization continue to grow and expand its reach.

3-Success = Preparation x Opportunity

Notice how I changed the formula adage slightly from “Preparation plus Opportunity” to “Preparation multiplied by Opportunity”? I wanted to emphasize how rare and transformative Opportunity is in this world. According to the Urban Institute, as of December 2016, there were more than 1.2 million public charities and private foundations in the United States. That is a lot of noise! How will donors and prospects hear you?

When opportunity does come, will you recognize it?
Are you prepared to seize it?

If you wanted to compete and win at the Olympics, would you wait until you passed initial qualifying tests before hiring a coach? No way! You would have had a coach from when you were a mere tot expressing interest. Don’t wait to get a fundraising mentor or coach. Regularly consume information about communicating with all kinds of people, including HNWIs.

Sales training abounds and one of my favorite resources is Sandler Sales. They have great white papers, articles, and newsletters. Do you have any kind of commute to the office? Visit www.sandler.com or search on iTunes to find their “How To Succeed” podcast, which is about 15 minutes per episode.

One of their recent episodes was how to make “touch calls.” This translates easily to fundraising! After all, we want to retain our donors and becoming more systematic about it is part of the preparation that leads to success. In the episode there is a reference to the DiSC profile and how each client personality is likely to respond to your call, which you might decide to investigate further.

You can create a personalized coaching team by pulling together key resources, like a podcast, and having the discipline to schedule time every day to learn.

Why am I focusing on Wealth instead of Philanthropy?

It is easy to argue that if you needed to focus on only one thing, it should be philanthropy first. After all, a person can have great wealth and refuse to part with a penny. Hands down, if you are in a smaller nonprofit, focusing on philanthropy first is a winning strategy. I’m not suggesting otherwise.

What I am suggesting is that it is important to focus on philanthropy with wealth. Your organization needs dollars and is worthy of money to pay the electric bill, hire competent staff, and deliver programs that are making our world a better place.

It’s important for all of us to assess our feelings about money and any bias we may have about wealth accumulation so that we don’t neglect our education and skill building around philanthropy with wealth.

Additional Resources

Facebook, Fundraising, and Data Protection

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Are you busy? Do you have any of these: full-time job, children, elderly parents, friends, and maybe even a few interests or hobbies? How are you supposed to keep up with social media and data protection and privacy issues, too? Well, if you are involved in fundraising where giving is predicated on donor trust, your choice is to invest some time and resources now or suffer big losses later. Ask Facebook.

I’m going to give you a quick summary of the Facebook scandal, show you how easy it is to trip on information, and give you three things you can do now. Ready? Let’s go!

Quick Summary of Facebook Scandal

The recent Facebook scandal offers up a few salient lessons for fundraising.

In 2014 Cambridge University’s Psychometrics Center developed an app for Facebook users to take a personality survey. The app scraped some private information from their profiles and those of their friends (Facebook later banned this scraping activity). The Center refused to work with Cambridge Analytica, a political consultant firm, but Dr. Aleksandr Kogan, a psychology professor at Cambridge University, developed his own, similar app for Cambridge Analytica.

The users taking the personality survey were told it was being used for academic use, but it was not. The use of the name “Cambridge” aided in this deception. Dr. Kogan collected and passed along the information from the 270,000 survey takers, but also 87 million additional users. This information was then used to influence user behavior by showing them tailored stories and ads so to get them to vote for the designated political candidate.

The Fundraising and Data Issues

Have you heard about the General Data Protection Regulation (GDPR) going live in the European Union (EU) on May 25, 2018? Click here for guidance from the Institute of Fundraising. There’s talk of the US taking a cue from the Facebook-Cambridge Analytica debacle to draft something similar. One aspect of the regulation is that the person providing personal information should understand and consent to how that information is going to be used. A simple way to think about this is opt-in vs. opt-out.

When the Facebook users took the Cambridge Analytica survey they opted in, but to what information disclosure and use? Surely they did not understand explicitly what pieces of information were collected and that they would be used in an attempt to influence their behavior in a political election.

Do your donors know that you submit their data to a wealth screening or data modeling? Right now at this very moment could you fluidly explain to a donor what information is used in a wealth screening and why?

And even if you can leap that hurdle with the grace of a gazelle, there is the question of how a prospect not yet acquainted with you or your organization could be researched. How can you inform a donor prospect how you are going to use his/her personal information if you have not yet contacted the prospect? And then, what if you decide s/he is not a good prospect and don’t want to make any outreach? Do you still have to notify the person?

I pose these questions hoping you might begin to feel a little uncomfortable. And when you feel this way I’d like you to see how the US public feels about data protection as told through a Pew Research Center survey.

Roughly half of Americans do not trust the federal government or social media sites to protect their data

If Pew had asked the public if they felt that not-for-profit organizations protected their data, what do you speculate the answers would be? Skewed to the left with “not at all confident” or to the right with “very confident”?

Watch Your Step! It’s Information.

Trust is fickle. Based partly on emotions, trust is a decision and it is subject to change at any moment. You and I both know that the research we perform on our prospects and donors is done with the greatest care. But no matter how careful and ethical we are with information about our donors and prospects, ultimately their perception of our actions will determine whether they decide to continue to trust us.

All of us are subject to a firehose of data every day and our ability to trust any piece of data requires quick decisions. A simple example involves dates. If I want to know the answer to a question and I find an article online, a quick indicator of its value is its date. Is it very old information or newly published?

But look how easy it is to mislead with something as simple as a date:

Chart: What Assets Make Up Wealth? | Visual Capitalist | 2018

To look at the citation above you would believe it is very current. The article was written in 2018, but the data the article relied upon were compiled in 2016. Dates can be surprisingly complex. Ask Sabine Schuller, an expert in international prospect research. She wrote an entire blog post on the subject of dates!

3 Things You Can Do NOW

If you aren’t convinced yet that you and your organization should be re-evaluating data privacy policies, you should know that the UK Information Commissioner’s Office fined charities last year for data protection violations and those fines could reach millions under the new GDPR. The US is likely to enact legislation at some point. So what can you do now?

  1. Evaluate your data policies now. Start with some of the resources provided here and begin crafting a plan to assess and act. If you store and use data on EU citizens, that data will be subject to GDPR. And this goes beyond fundraising to all data held by your organization. Investing time and resources now will save you time and resources later. You need to continue earning the public and your donors’ trust in your organization.
  2. Get better – much better – at messaging around fundraising and prospect research. Do you understand prospect research? Do you still use words like “stalking” or “creepy”? Even in jest? If so, you have work to do to understand and better articulate the reasons for and benefits of fundraising research.
  3. Get serious about donor engagement. If you don’t already have some kind of advisory board or ad hoc committee, maybe it’s time to consider investing the resources to start one. Who better to be reviewing your policies and messaging? Or maybe you want to begin surveying or holding focus groups with your donors. Find a way to engage and listen to your donors.

Data privacy and protection issues may seem overwhelming, but if you start now and tackle it one step at a time you will be routinely strengthening and reinforcing your organization’s policies and procedures. And when new legislation or additional data scandals break, you will be ready and able to reassure the public and your donors.

Additional Resources

You Turned the Prospect Into a Donor – Now Keep Them!

Focused Fundraising
“Compliance” by Nick Youngson, is licensed under Creative Commons 3 – CC BY-SA 3.0

It’s another day of prospect research – which wouldn’t be complete without surfing the internet for brilliant strategies for improving the effectiveness of your efforts. Thanks to keen prospecting guidance from Jennifer Filla, you’re taking a deeper dive into your wealth information, pulling your fundraising team into the wealth conversation, and you’re on the path or reducing your prospect-to-donor ratio. As you welcome those donors into the fold, there’s something to keep in mind – fundraising compliance.

Why Compliance Matters

Why does fundraising compliance matter for your donors? While you research a donor, that donor researches you. There’s an excellent chance that your organization is incorporated in one of the 41 states that require charitable solicitation registration. There’s also an excellent chance that you have built your fundraising clout to a notable level. You’ve done an incredible job with your programming and have maximized the impact of each dollar raised. Your donors are impressed and telling their friends about your impact every way they know how – on social media, by word of mouth, and more. Their networks are your network and as unofficial ambassadors they are spreading your message, expanding your outreach, and asking prospects to give. That’s solicitation.

It’s reasonable to wonder where you need to register. In short – anywhere you ask for gifts! It’s not just about where you are; it’s about where do the people you ask for a gift reside. Are you casting a wide net, asking everyone connecting to your website and through social media to participate in your annual giving? Have you made your Donate Now button prominent so that anyone, anywhere can find you and give? Maybe some of your donors have moved away, but remain loyal givers. Some of the best, most loyal givers are helping you out and, on your behalf, asking others to give.

Don’t trip over technicalities as the money comes rolling in. Register before you ask. When that generous donor sends you a gift – because Cousin Larry talked about your work or Friend Rachel sent them an email – that gift landed them in your pipeline, no matter where they live. You aren’t going to leave money on the table. You are going to build the relationship and ask again… and now you’re soliciting. It’s critical that you determine if you’re soliciting in a state and then ensure you’re meeting all of the necessary requirements.

Four Key Steps

There are four key steps to remember to keep your fundraising compliance on track.

  1.  Research: When you know your status in each state, you can easily map your path to compliance, including which applications to complete and what fees may be charged.
  2. Apply: Make sure you are preparing the correct forms in the most streamlined and cost-effective manner.
  3. Monitor: Follow these applications through to approval, for your donors’ peace of mind.
  4. Renew: Track due dates and fees so that your renewals are on time and complete.

 Keep the Trust!

Instill confidence in your donors so their focus stays on your mission. Your relationships with your donors are built on trust. Transparency and accountability preserve that trust. Solicitation triggers registration. Prioritize compliance! If you’re not in compliance, your run the risk of:

  • Fines and penalties that pull vital dollars away from the work that you are doing in your community.
  • Audits and enforcement actions that take your limited time away from the mission you’re meeting.
  • Bad PR that can taint the reputation of your organization and follow you for years to come.

Instead, reap the benefits and rewards that come with knowing that you can:

  • Fundraise anywhere at any time.
  • Tap into the relationships and connections that you have invested time in building.
  • Show the world of donors that you are a legitimate, credible organization, worthy of both their trust and their hard-earned dollars.

You want to be proactive while honoring your valuable and desperately finite time and while maintaining that trustful relationship with your donors. Take that good-faith step of investing in compliance.

About the Author

Ify Aduba is a Nonprofit Compliance Specialist for Harbor Compliance, a leading provider of compliance solutions for organizations of all types and sizes. Headquartered in Lancaster, Pennsylvania, Harbor Compliance partners with organizations in every state in the U.S. and in over 25 countries to help solve the most challenging compliance problems. With clients that range from the largest organizations in the country to fast-growth startups, Harbor Compliance fully manages government licensing compliance in both nonprofit and business sectors.

In her spare time, Ify actively volunteers within her community. She currently serves as President of the Board of the Pennsylvania Association of Nonprofit Organizations (PANO), President of the Administrative Ministries Team at Doylestown United Methodist Church, and Board member for the Bucks County Women’s Advocacy Coalition. She is also a member of the Doylestown Branch of the American Association of University Women and Doylestown Rotary.

Donor Research: A Two-Way Street

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motorway-1033322_1920Guest post by James Gilmer, compliance specialist for Harbor Compliance

Just as fundraisers research prospective donors and new sources of funding, experienced donors also seek out worthy causes and charities in their communities. Your donors care about where their money is going, and they do extensive research before making a gift. One clear way to demonstrate your charity’s worth is through fundraising compliance. By staying on the right side of the law, and having the right people on the ground, you may find greater fundraising success!

The first thing to remember is that your donors research your charity and mission as much as you scout them (and their capacity to give). Experienced and first-time donors alike want to know their gifts support the cause you advertise, and make a difference in the community.

In other words, while prospect research is vital, it may not be enough. Your nonprofit has to look its best to prospective donors.

Your success begins with your cause, your people, and your “pitch.” Your fundraising researchers have done their homework, created comprehensive donor profiles, and have many tools at their disposal. At the same time, your frontline fundraisers probably have a packet of materials with your nonprofit’s work in the community, history, and reasons to give. Chances are, these individuals are enthusiastic go-getters with compelling stories (and a heck of a sales pitch). This human element can certainly win donations and recurring gifts from engaged individuals, yet you could find yourself losing donations and not even know it.

Charitable solicitation compliance is the backbone of your fundraising efforts. Many fundraisers and nonprofit executives believe that being 501(c)(3) tax exempt is enough to fundraise limitlessly. This misconception can lead you to lose out on grant funding, corporate donations, and your credibility. Forty-one states require your charity to file an additional registration before you solicit donations. Without registering, you could find your charity in violation of state and IRS law, but also in hot water with your donors.

Most states have an online database of charities, where anyone can research registered charities before they give. Experienced donors will do their research, as will corporations making their planned annual gift. If they see your charity is not registered or is delinquent, your chances of earning their donation and trust are lowered. When you apply for foundation or government grants, you’ll have to submit proof of registration along with your grant application. Without it, you may find your grant application held up or denied.

Charitable solicitation compliance may not be sexy, but it will help your nonprofit look its best to potential donors. Compliance affects everyone in an organization, so if this topic is new, be sure to review this Fundraising Compliance Guide. Your state has unique requirements in place to protect its citizens from unregulated charities. By staying on the right side of the law, you make your donors research, and their decision to give, that much easier.

James Gilmer is a compliance specialist for Harbor Compliance, which establishes 501(c) nonprofits and helps them stay compliant. Harbor Compliance assists charities in every state and several countries abroad. James serves on the Board for two nonprofits in Lancaster, Pennsylvania.
Connect with us: @HarborComply

5 Benefits to Make the Case for Prospect Research at Your Organization

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Guest Post by Sarah Tedesco

bulbpencilSMThink of your nonprofit like a light bulb and money as the filament. You’ve got plenty of conducting wire to glow for a long time, but are you shining as bright as possible? Is your light reaching as far as it could or are you casting shadows upon donors just out of reach?

Prospect research provides philanthropic and wealth data that helps you to spot the major gift prospects who will donate the additional funds that you need.

Below are five ways to convince the head honchos of your organization to make a strategic investment in prospect research.

Benefit #1 – Receive more information about existing major donors

Does your prospect have a good poker face? Does he enjoy bubble baths with a glass of red wine? Is he an ancient Greek pottery aficionado? Prospect research won’t answer those questions, but it will deliver the sort of information that you need to improve your major gift fundraising.

Prospect research provides:

  • Philanthropic histories – Know who your donors have given to and how much.
  • Wealth markers – Discover what your donors invest in, such as stocks, real estate, etc.
  • Group analysis of long donor lists – Receive comprehensive reports that summarize donor lists according to where they donate, how much, and more.
  • Business relationships – Discover your donors’ employers to discover if they work for companies that offer matching gift programs.
  • And more! – Different prospect research companies and consultants can deliver different types of information in different ways, so be sure to conduct research before you commit to a company or private researcher.

The fundraising experience becomes more personalized when you know more about donors. Your loyal donors are your most important donors, and remaining abreast of who they are and how to best continue to solicit donations ensures that your relationships will last.

Benefit #2 – Fundraise more efficiently!

While you’re busy hosting events, managing staff, and taking care of other tasks, your most valuable resource is always tick, tick, ticking away… Time.

With prospect research, you can pick out the highest quality major gift prospects on your list and dedicate your time, staff, and resources accordingly. Your fundraising efforts will be focused on the prospects who can deliver the biggest impacts for your organization.

Prospect research methods include:

  • Screening companies – After compiling data from a plethora of databases, screening companies return comprehensive philanthropy and wealth data to help you identify your major gift prospects.
  • Prospect research consultants – Consultants can provide you with a deeper level of research and fundraising insights on specific prospects. They can also help you streamline and coordinate all of your prospect research efforts. It’s important to know what you want from your consultant to achieve the best results.
  • Do it yourself – There is an abundance of search tools out there, and you can teach yourself or get training for yourself or a staff member on how to conduct and manage prospect research.

Benefit #3 – Find and convert new major gift prospects

While modest donations help, major gifts deliver big, immediate impacts for your nonprofit, and finding more major gift donors is the fastest way to increase fundraising. However, when it comes to increasing your number of significant donors, new isn’t always better.

The top indicator of a major gift prospect is previous giving to your nonprofit, but that doesn’t mean that the previous giving is in the $5,000+ range of a major gift. Despite only giving modest amounts, your loyal donors are your most fertile source of new major gift prospects.

Annual donors, no matter how little they give, have a demonstrated, consistent affinity for your organization. Some of these donors can’t give more, but prospect research can reveal which ones can. However, if loyal donors have the capacities to give more, and care so much about your organization, then why don’t they give more?

The explanation may be as simple as that you’ve never asked these prospects to give more, so they’ve never thought to do so. There may be other reasons, and a thorough job of prospect research can help to solve the mystery, so you can turn these annual fund donors into major gift donors.

An old rule of prospect research is that 80% of funds are raised from 20% of the donations, although many organizations claim that it’s more like 90% of funds from 10% of donations, and others find that an even larger portion of their money comes from an even smaller contingency of major donors. You likely have several major donors, but the more the merrier, as these are the people who will provide most of your annual revenue.

Benefit #4 – Clean up your donor databases

Ring. Ring. Ri…

Prospect: Hello?

You: Hi! Is this Mr. Major Donor?

Prospect: I think you have a wrong number.

Fundraising doesn’t have to be like that phone call. You can call the right numbers more often than not, but only if you have up-to-date information.

Prospect research keeps crucial contact information up to date, such as:

  • Phones numbers
  • Email addresses
  • Mailing addresses
  • Spousal information
  • Hobbies and preferred activities
  • And more!

Don’t just take this new information and throw it into a cluttered closet. Embrace the opportunity to clean up your database, so that your donor records are easily searchable and accessible.

Benefit #5 – Identify planned or deferred giving prospects

You know that you can find new major gift prospects among your current donors, and that you shouldn’t overlook even low-level donors, but there’s also a specific type of major gift to be aware of.

Many donors save their biggest donations to be planned or deferred gifts, and, according to a planned giving expert, planned gifts typically come from regular, modest donors.

Prospect research provides the data that reveals potential planned giving donors.

Landing donations, and especially planned gifts, can be a long game, and donors have long-term value that might be patient to reveal itself. Prospect research helps you to find all of these people and delivers comprehensive information that allows you to make more individualized pitches that will better resonate with prospects and land more major gifts, even if they’re gifts that you have to wait a little longer to receive.

These tips should help you make the case at your organization for the importance of investing in prospect research! You’re a nonprofit with a bold heart and an important mission, so increase your fundraising with prospect research in order to focus on what you’re meant to do.

About Sarah Tedesco

TedescoSarahSarah Tedesco is Executive Vice President at DonorSearch, a prospect research and wealth screening company that focuses on proven philanthropy. Sarah is responsible for managing the production and customer support department concerning client contract fulfillment, increasing retention rate and customer satisfaction. She collaborates with other team members on a variety of issues including sales, marketing and product development ideas.

Connect with Sarah:

 

Innovate or Die: Post-Recession Impact on Finding Donors

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Broken LightbulbThe future has a way of entering slowly, day-by-day. But sometimes the writing is on the wall. The words I see on the fundraising wall are Data Analytics. Sure, you say, we all know that. But what does it mean to your organization? To you? Answer: Innovate or die.

That may sound extreme. And it is. But it doesn’t make it any less possible. Before you dismiss that answer, let me tell you how I arrived at it.

The economic environment is affecting our donors – dramatically.

My favorite magazine of all time is The Economist. Lately they have been writing frequently about the growing inequality around the world and in America. How capital is taking a far greater share of wealth and how income, in the form of wages, is stagnating. Companies froze wages pre-recession, but even though profits have returned wages have not risen.

In his blog post “Where have all the donors gone?” Mark Noll makes the case that the result of these economics is the missing middle donor. Post-recession, people may be employed again, but too often at a lower wage. Where will our gifts come from?

In her book, Nonprofit Essentials: The Development Plan (2007), Linda Lysakowski, ACFRE is but one of many fundraisers talking about how Pareto’s 80/20 principle has turned into the 95/5 principle or worse. Way too much of our funding is coming from a tiny sliver of very wealthy. And where do the very wealthy like to give their gifts?

According to the Million Dollar List maintained by the Lilly Family School of Philanthropy, fifteen of the twenty largest multi-million dollar gifts by value were from individuals to private foundations associated with their families. Higher education receives the highest number of million dollar gifts.

In the Agitator blog, Roger Craver writes:

“Giving USA 2013 is but the latest report to make pretty clear that sitting on the sidelines waiting for recovery [from the Great Recession] is a strategy only for the suicidally inclined…demands on charities [is] rising at the same time giving is nearly flat….”

 

 

 

 

 

 

It’s pretty clear that if fundraisers fail to innovate the organizations they serve will suffer.

So what does all this gloom and doom have to do with data analytics?

Data analytics is the cold method behind a warm philosophy: listen to people when they tell you something. And when thousands of people are telling you something, not only listen, but start digging deeper and ask more questions.

Data analytics allows us to “hear” from our constituents in ways we are physically incapable of hearing. If the data tells us that a large number of constituents click through on messages about one of our program outcomes regardless of where we put those messages (social media, print, etc.), but are not responding to messages about another program we planned to make our strategic direction for the next year – we should re-think that direction, right? Maybe.

Analytics alone is not enough.

It’s pretty amazing that we can “hear” our constituents through data, but don’t be mesmerized by all that glitters. We also need innovation in our approach to attracting donors, finding the “best” out of those and asking them for gifts. If the reality is that we will mostly have very large and very small gifts, how can we change our approach?

In 2012 the Chronicle of Philanthropy featured the Kauffman Center for the Performing Arts in Missouri, which raised $416-million, in part by attracting modest gifts such as $1,000 multi-year pledges. This gave smaller donors the opportunity to express their interest and commitment and to be recognized. Crowdfunding is a similar approach, but might be improved upon to become less transactional. People want to give; people take pride in giving. It’s our job to figure out how to make it easy to give while building affinity.

In addition to gift size there are other changes we need to adapt to. Population changes cannot be ignored. Preeti Gill has written a provocative piece about identifying women philanthropists. In “Hey, Ladies! Thanks for giving. Sorry we missed you,” she notes that many multi-million dollar bequests come from women who are “outside of our databases and away from the corporate and media glare”. In other words, traditional prospect research techniques are failing to identify them.

International donors can’t be ignored either. Harvard University just announced a $350 million dollar gift from a wealthy Hong Kong family. Have you looked at population trends and predictions for your organization?

Are your donors from the local community? Are they international graduating students? You need fundraising programs that meet the needs of the constituents you have and will have in the future, not the ones you wish you could have. Data has to come from outside your organization as well as inside.

It’s All About the People

Data analytics helps us find answers and sometimes it can even help us ask questions, but most of the time data analytics requires someone with curiosity and creative problem-solving skills to direct it.

Fundraisers need to shake themselves awake from the traditional and begin interacting with the data so that they can better meet the philanthropic desires of (all) real people.

Organizations need to be willing to take risks, fail a little and ultimately win.

Ask Kodak or IBM about listening and innovating in the face of change. Innovate or die. It doesn’t sound so extreme now does it? And it is doable.

More Resources:

So much wealth in China! So little time!

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asiaglobe_smThis past weekend I sat down and listened to frontline fundraisers and prospect researchers talk about how they work efficiently and respectfully to raise money in China. It felt long on a Saturday afternoon, but it was worth every minute. If you can find a viewing, go watch it!

If not, here are some of my top takeaways from NEDRA’s Panel: Inside Chinese Philanthropy recorded from their May 30, 2014 event with researchers from Tufts, Harvard, and MIT, and international frontline officers from Tufts and MIT.

On Teamwork

  • Put in place REALLY skilled fundraisers: the prospecting, cultivating and stewarding I heard talked about was very skillful and effective; this is not the time to practice
  • Teamwork between research and fundraiser MORE important: a constant feedback loop between frontline fundraiser and researcher is necessary to tease information out of sources
  • Develop a network of translators: you may be surprised how many people in your organization are fluent in other languages; these people can turn into keys unlocking the one piece of information that leads to a treasure chest full!
  • Contact information is the most important piece of information and the most difficult to find
  • A story was told about a frontline fundraiser sending cold emails in Southeast Asia and securing three $1M USD gifts for a specific initiative! (back to REALLY skilled fundraisers)
  • Get data collection and entry correct, especially events that are actually attended (back to the importance of contact information)

On Research

  • Create search tip checklists for each prospect: you don’t want to forget or make another researcher re-learn all the clever ways you found information on that prospect
  • Capacity requires country context research: because there are often fewer hard asset numbers to gauge capacity, you need to get a feel for how the prospect stands in her own environment
  • Names are so many different ways that it gets difficult (back to search tip checklists)
  • News is the best source for information: Factiva lets you search multi-languages
  • Access and connection is also key: they almost talked about relationship mapping, but didn’t

On Culture

  • Parents: get them in the first year!
  • This is the first generation of wealth: some may want to enjoy their wealth for a bit; don’t forget they grew up without luxuries like refrigerators; they are just reaching middle-age
  • The wealthy are often followers: showing peer giving is helpful
  • Attitude to U.S.: we appear very wealthy when they still have a lot of poverty; business and local pressures to support home projects; may want to show how their U.S. giving helps Chinese at home or abroad
  • Government: there are restrictions on exchanging USD and a cap on giving; may also want to be anonymous or hide wealth; party members and government dominated firms are not going to give

On Patience

  • Must be committed to cultivation over a long time: philanthropic culture is still transactional and local
  • Some programs started in the late 1980’s/1990’s and just now gaining serious traction

Research Tools Mentioned

Extra:

 Other Articles You Might Like

 

Is Disruptive Technology Changing Relationship Management?

4Fundraisers, Focused Fundraising, major gifts

PrintYes! Relationship mapping is a disruptive technology with the power to change our relationship management process and procedures. But, no worries! Change will probably come slowly.

Disruptive technology makes for great headlines, but most technology slips into our life a little bit at a time. We don’t have small computers; we have smart phones. We don’t have a wired house; we have a phone app to adjust our heating and air conditioning system.

Mapping out the connections between our prospects gives us linkage. This is one of the three pillars of a good prospect: Linkage – Ability – Inclination.

So far the technology has worked best in for-profit situations like the financial management industry. But companies like Prospect Visual and Relationship Science are nimbly adjusting their products to provide value for the nonprofit industry.

How might relationship mapping be disruptive?

Right now, higher education has the biggest opportunity to make relationship mapping a disruptive – and competitive – edge to their fundraising. Why? Because they have a natural prospect pool (their alumni) and an avalanche of data on those prospects.

Data points include degree, club membership, event attendance, birth date, and so much more! And they have year upon year of graduating (and non-graduating) students. All of this means that higher education can deeply analyze relationships between their alumni.

It’s disruptive because that university might discover that the way they have typically assigned prospects to gift officers is counter-productive. Most organizations segment the prospect pool by geography and/or school of study. It all made sense because that was the data that was available to use for segmenting. Throw in relationship maps and you now have a new perspective.

For example, if my prospect is densely connected – has the most connections to other people – why wouldn’t I assign the densely connected prospect *and his connections* to the same gift officer regardless of where they live? That is a game changer!

And that’s just a shallow view. Deeper analysis will likely reveal other more meaningful ways to assign prospects to gift officers based on how they are connected and other data modeling.

But I work for a smaller institution. What about me?

Huge institutions are always on the trending edge. And while it’s exciting to hear about, it’s not terribly applicable to the majority of nonprofit organizations. Or is it?

Recently I have had some thrilling moments using the relationship mapping tool offered by Prospect Visual. We’ve been working with a client who is trying hard to get a fundraising initiative off the ground with corporations and foundations. But it’s new so everyone is a bit unsure about where to start and how to make the cold calls. And then staff turned over. A familiar scenario to most of us!

So when they asked me to do some deeper research on their top prospects I really wanted to give them confidence to approach the prospect. I really wanted my research to persuade them to pick up the telephone. But how? By giving them a name of one of their own that is connected to the prospect, of course.

And I did it!! It didn’t work for every prospect and sometimes the connections seemed tenuous, but I found connections I would never have found otherwise. I delivered an obvious, and much more comfortable, first phone call to make – to one of their own.

Not so very long ago, finding connections was limited in scope and extremely tedious. Now, using Prospect Visual, I can identify possible connections and then dig a little deeper to verify them. It’s as transformative to my work in research as the microwave was to home cooking!

What Should Every Nonprofit Do Right Now?

Maybe you don’t have a prospect researcher on staff, are not in a position to purchase a subscription to a product like Prospect Visual, or don’t have the resources to outsource research. Even that should not stop you from getting on board the data wagon. And make no mistake – success in the game of life has always been about information!

Eventually relationship mapping and other data tools will become incorporated into your donor database or in some other way made easily accessible. When that happens, you need to be ready. Here’s what you can do:

  • Collect Data. It’s not an option anymore. You should be collecting all of the data your prospects give you. Go way beyond contact and gift information: directorships, education, work history, event attendance, phone calls, mailings, conversations. Whatever they tell you, add it!
  • Invest in Data. You should value and invest in data management. Hire smart, talented people. Keep them happy so they stay with you. Listen when they talk about consistency and longevity in recording and maintaining information.
  • Create a Data Culture. Maybe you’ll think I’m getting a little extreme here, but why not allow the love of data to color the glasses you view your human resources through? From board members to janitors, hire people whose behaviors reflect decision-making based on data.

Of course it’s all about the Relationship!

Relationship management, prospect management, or moves management – whatever we call our system of engaging and staying in touch with our supporters and prospective supporters – starts with a connection.

Relationship mapping can give us a whole new perspective on how we are connected to our prospects and donors. First we climbed a tree to get a good view -we used a database to view our donors- and now suddenly we are looking down from a helicopter -with relationship mapping.

At first it can be a bit disorienting to be able to see so many connections, especially because false connections are mixed in with true connections. But best practices are being developed and tested.

If you are interested to learn more about how relationship mapping can add new perspective to your prospect management efforts, contact Aspire Research Group, sign-up for the relationship mapping work group, or check out the resources and videos below.

Other Resources You Might Like

 

Prospect Visual
Prospect Visual
Melody Song on NodeXL
Melody Song on NodeXL
Marc Smith on NodeXL
Marc Smith on NodeXL
Relationship Science
Relationship Science

 

Top Secret! How to Bulk up your Prospect Pool

4Fundraisers, Focused Fundraising, Resource Links, , , , , , , , , , , , ,

HappyKeySMIn this article I’m going to share the secrets of finding great prospects. Maybe you’re one of those fundraisers who is always reading the Business Journal scouting for a lead, but they don’t pan out. Do you wonder how those other organizations pull in the big gifts? Or maybe you’re new and all the best prospects are assigned to senior fundraisers. You can get great prospects too!

If you read a lot of blogs (like I do) now is where you get skeptical. Is she just going to give me theory I already know (and hasn’t yet helped me find good prospects) or will I get at least a couple of nuggets I can actually use? I’m aiming for the latter. The “trick” is that you still have to work hard!

Fundraising research theory tells us that you need to know who you are looking for so you can spot them. We use jargon like linkage, ability and affinity. And there are tools that give you a competitive edge with that. But you can do it even without bright, shiny tools.

The First Thing…

The first thing any good fundraiser (and prospect researcher) needs to do is learn what it looks like to be wealthy. Watching soap operas may seem like a good education here, but much better is reading through some of the wealth reports like the Knight Frank Wealth Report 2014. You’ll find links for other reports in the sidebar on your right.

And the second first-thing-any-good-fundraiser-needs -to-do is get in front of people, especially donors. You should read and get in front of donors at the same time. Start with known donors because they are the most likely to give (again) and it’s always better to get a gift, right?

Call, visit, and read.

When you are reading about the wealthy at the same time as you visit prospects you’ll start making the connections. When the prospect talks about how he and his wife are taking classes in gemology and he has a watch collection, you’ll remember what you read about this being an investment hobby for the very wealthy. And when a different prospect brags about taking regular trips to Europe on mileage points you’ll recognize that what you thought were luxury vacations probably aren’t.

You can do that without any tools except your eyes and ears. Well, I guess you need to use your mouth to place the phone call…and, okay, guide the conversation. But you get it, right? Recognizing the wealthy – the truly wealthy – takes an education.

Get Your Toolbox Dirty

Getting an education on spotting the wealthy still isn’t likely to fill your prospect pool with GREAT donors – those with linkage, ability and affinity. If you have tools that assign ratings to the prospects in your database, use them! Don’t be discouraged if it doesn’t work out perfectly the first few times.

For example, you might pull a report of people who rate high for ability and likelihood to make a gift, but find most won’t take your phone call. You may need to add additional criteria depending on your organization. Maybe it’s “donor within the past two years” or “attended an event in the past two years” or some other criteria that makes it more likely they will let you visit with them.

Keep track of your efforts so you can repeat what works best. And, yes, this does mean you will have to make a lot of phone calls that end in “no thank you I don’t want a visit”.

It’s the same even if you don’t have tools that provide ratings. Without tools you have to get more of an education. You might use a free tool like the Washington Post’s interactive map** of the nation’s super zips to identify wealthy zip codes to search for in your donor database and combine that with “donor within the past two years” or other criteria that suggest a “warmness” toward your organization.

The Secret Weapon

If you are really lucky, you have a trained prospect researcher on staff. Use all your fundraising powers of relationship building to get this prospect research wizard on your side!

HOT TIP: your researcher is likely to get the most excited about searching out top prospects if you reward her with feedback from your calls and face-to-face visits.

With a prospect researcher on your team you are more likely to out-produce even seasoned professionals in the race for fundraised dollars. Really, really!

…and if you can’t support a trained prospect researcher full-time, you can always outsource. Just sayin’!

**Julie, Prospect Research Analyst in Pennsylvania and Groundbreaking Student at the Prospect Research Institute, shared this fantastic resource with the class!

Did you get a nugget or two?

I hope you found a useful tip you can apply in your office. Maybe you have great suggestions you’d like to share with others. Please comment and share!

Jenz Favorite Wealth Reports

Get Worried! About Asking for Too Little

4Fundraisers, Focused Fundraising, major gifts, , , , , , , ,

When was the last time you had a knot in your stomach because you were worried you were going to ask for too small of a gift? If you are like many fundraisers, the answer is not often enough!

  • $8 Million gift from Glenn Korff to University of Nebraska-Lincoln’s School of Music.
  • $2 Million gift from Gene Feaster, an inventor of Superflab to the University of Kansas.

How badly do you want gifts like these?

The wealth screening companies tell us – perhaps with some bias – that organizations which raise more money and get whopping big gifts, screen their donor database for wealth regularly. This does not surprise me. Does it surprise you?

Bias aside, large organizations are much more likely to worry about asking for too little. It’s a high-pressure, go-get-the-gift environment and the winners are those receiving the largest gifts. And large organizations invest in fundraising, including prospect research.

Research gives them the facts that can validate what they suspect, or disqualify a prospect, or find new information that impacts gift type and size.

But what can I do?
Hey! I heard that! “But we have no money for a screening.” “We can’t hire a prospect researcher anytime soon.” “Our leadership won’t invest in research.”

And I have a response! (It wouldn’t be much of an article if I didn’t, would it?)

Whether you are a smaller organization dreaming big or one of a hundred gift officers, you are in control of your own behaviors. And here’s a few winning behaviors to adopt – and maybe even influence others, like your leadership.

Get worried about asking for too little.
Words matter. When you talk strategy for a gift, state your target ask amount and then say, “But I’m worried that might be too low.” (That was easy!)

Get wealth-educated.
Pay attention to articles, blog posts, studies and conversations about wealth. Because when someone asks you – “why do you think that ask is too low? – you will need an answer.

  • He sold one company. Could there be others?
  • He seems like the kind of guy to have a vacation home, but I don’t have the tools to find out.
  • Jane board member says he owns a number of restaurants, but I don’t know for sure.

Get search savvy.

No, you don’t have to be a full-fledged prospect researcher, but every fundraiser should be able to find key information online about prospects. When was the last time you visited your county tax assessor’s online database? How about Zillow.com? Do you have rule-of-thumb formulas to create capacity ratings?

Wealth screenings are one tool in the research toolbox. Even so, I hope you are actively thinking about a future budget that includes a screening. You might not need it now, but you will need it sometime soon.

Your mission and the people and causes you serve deserve funding. And if for no other reason, that should get you concerned about asking for too little.

If you want help finding information about your prospects, click here to contact Aspire Research Group.


Other Resources You Might Like:

Fall Fundraising Trends by Preeti

Filla Fast Favorite Links – a categorized list with wealth studies at the bottom