Tag Archives: prospect research

Warning! Anyone can do analytics.

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colorfulTwo of the strongest characteristics prospect research professionals have in common is insatiable curiosity combined with a surprising boldness. We are proudly generalists! And very good at it too.

I was inspired by a visit to the Philadelphia Museum of Art in September where an APRA Pennsylvania member shared how she fearlessly tackled fundraising analytics to upgrade the organization’s major gift prospect pools.

Suzanne Harris is a Research Analyst and her supervisor is Sarah Cadbury, Director of Prospect Research and Management. A new researcher, in 2014 Suzanne was a successful student of the Prospect Research Institute’s inaugural Introduction to Prospect Profiles course. When she joined the Philadelphia Museum of Art she jumped right into a campaign and the prospect identification and tracking that goes along with that.

Sarah had created a campaign rating – the amount a specific prospect was anticipated to give – as a way of sorting and compiling the campaign gift table. They also had external vendor ratings, including a capacity rating from 2014. As discussions swirled around segmenting prospects effectively it became clear to Suzanne that a score based on internal data was needed.

At a previous organization Suzanne had read Joshua Birkholz’ book, Fundraising Analytics: Using Data to Guide Strategy, and had become interested in creating an RFM (Recency, Frequency, Monetary) score, but she hadn’t quite figured out how to adapt the book’s method to their constituency.

At the Philadelphia Museum of Art she was using the Raiser’s Edge donor database. Raiser’s Edge provided summary financial data, which was exactly what she needed to calculate RFM.

But still, Suzanne struggled with how to make it come together for the Museum. She began having conversations internally with database/IT folks. She emphasized how the RFM data would be used and why that was important.

She attended an APRA conference where she heard Joshua Birkholz talk about the value of fundraising analytics. Upon returning to the office she read her notes out loud, verbatim, to persuade people of the importance of a score like RFM.

Then, finally, it all came together in one meeting. Suzanne sat down for about an hour and half with an internal database guru and they worked out how the RFM could be automatically calculated using an intermediary Access database. They cherry-picked the data points most relevant to the Museum and created the scores based on them.

Suzanne’s “I can do anything” generalist attitude, combined with her ability to boldly persuade others of the importance of an internal score had resulted in success!

Marcy Serkin, Deputy Director of Development for Development Operations, suggested they roll out the RFM scores with a party. So they did. The party was an inclusive, all-staff party. People who had no idea of what ratings were learned about them. They threw the party on a Monday because the Museum is closed on Mondays and the gift officers are usually in the office.

Much like any other product launch party, they introduced RFM with a theme, fun activities, and education. Inspired by the art of Lisa Frank, they chose a colorful rainbow and unicorn theme.

Data Mining: Because Unicorns Don’t Find Themselves.

They created custom stickers and let people “taste the rainbow” with Skittles candy. They played a game, too, where everyone had cards with RFM scores. The last three people standing – the unicorns in the room – all had high scores and were not assigned to a gift officer. Their prize was a swipe at the unicorn piñata!

Suzanne is not a statistician or a data scientist. She is a prospect research professional. A generalist!

She used her prospect research knowledge to persuade others about the importance of internal scoring and to collaborate with her to create and launch the scoring so that it could have a positive impact on the campaign – and even beyond the campaign to annual fund and planned giving.

Suzanne is a prospect research hero! You can be, too. Be confident in your skills and boldly persuade others to use research effectively for fundraising.

More Resources You Might Like

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Join the Resource Collections online community to access this video tutorial.

 

Can You Trust Gift Capacity Ratings? 5 Things Fundraisers Should Know

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capacityGift capacity ratings were a marketing moment for wealth screening companies. Suddenly thousands of records could be matched individually to wealth records and assigned a score. Your constituents could be assessed by their potential capacity – in the form of dollars. And everybody loves money. Have gift capacity ratings lived up to the hype? Yes!
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With the sophistication of fundraising analytics we now have ever more ways to evaluate our prospect portfolios, but gift capacity ratings remain an important tool for the fundraiser. To get the most out of your gift capacity ratings, following are five things you should know.
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1. Prioritizing your prospect pool saves you from yourself.

We are all human and that means we prefer to call upon and visit people we like – people who are more like us. Unless you are a major gift donor yourself, your prospects are not like you. Assigning numbers, gift capacity ratings, to your prospect pool helps you overcome your natural tendencies and allocate your time based upon the impact someone can have on your organization.

You will spend as much (or more) time on someone who can give $10,000 as someone who can give $100,000 or $1 million. If you want to excel in major gifts, capacity ratings will help you focus.

2. Ratings and scores are never exact unless it’s the Olympics.

Gift capacity ratings don’t have decimal points! Or at least they shouldn’t. Typically a gift capacity is expressed as a range, such as $250,000 to $499,999. The range should clue you in that this is not an exact science. The goal is NOT to pinpoint a solicitation amount. The goal is to categorize your prospects by their capacity or ability to give.
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A successful solicitation strategy requires much more than a gift capacity rating. A $1 million+ capacity rating is exciting … until you visit and discover he believes philanthropy is bad for the economy. A $1 million+ capacity rating is exciting … until you discover she has been harboring fantasies of making a transformational gift to your cause. Then it’s a DREAM COME TRUE!

3. You must know your prospect types.

You and your prospect research professional are not usually high-net-worth-individuals (HNWIs). You are not usually doctors, lawyers, or investment bankers either. Recognizing and being able to categorize how different prospect types accumulate, manage, and give away their wealth is for you and your researcher to discover together.

Know that HNWIs are generally UNDER-valued by gift capacity ratings. The more wealth there is, the more likely that wealth is hidden from view. Prospects outside the U.S. frequently have wealth indicators that can’t be assigned a number.

4. Not knowing produces anxiety. Embrace the unknown.

Before you get frustrated with how little we can really know about the prospects we want the most – HNWIs – remember that gift capacity ratings were never meant to be the final word. As you evaluate your prospect pool by its capacity ratings and any other tools available to you, embrace what you don’t know.

Create a checklist of what clues you in to prospects of great wealth. Use this to create a strategy for your discovery and cultivation visits. Use what you don’t know as a roadmap to discover your prospect. If you know a fundraiser that came of age pre-internet, find out how s/he prepares for visits!

5. Your researcher is your best ally.

Prospect research professionals have as much fear of ambiguity as gift officers. Calculating capacity ratings fills us with anxiety and angst! This is also to your advantage. Engaging your researcher in conversations about gift capacity ratings, wealth indicators, and what you might discover in your visits will only make you both better in your professions.

Some of my best conversations have been with confident fundraisers who wanted to better understand how I arrived at a gift capacity rating or how a particular type of wealth factored in to the prospect’s ability to give. Prospect research professionals want the donor to give a major gift, too!

Gift capacity ratings are not going anywhere anytime soon. Learning to use them to your advantage will help you achieve success as a fundraiser.

Do you have advice for others on pitfalls to avoid, or tips on how best to use gift capacity ratings? I hope you’ll share!

More Resources You Might Like

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Join the Resource Collections online community to access this handout. Use it to facilitate discussion with prospect researchers, gift officers, and leadership

Net Worth: Nasty, Nice, or Neutral?

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cash-1169650_1280There was a cry for help on the PRSPCT-L list-serv: “I’m a new researcher and my boss wants me to provide net worth on a prospect. He says it was the previous practice to do this and I can get what I need to calculate it from Dun & Bradstreet.” What would your response be?

To begin, a simple definition of net worth follows:

Assets – Liabilities = Net Worth

The Three Common Responses to Net Worth

If you mention “net worth” in the prospect research field, you will likely hear one of the following three responses:

  1. Don’t do it! Or you will be voted off the prospect research island!
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    The argument against estimating net worth is usually this: If we cannot find or know the values of all assets and liabilities (which of course we cannot), then we have no business estimating net worth. This is often a strong, unequivocally held opinion.
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  2. Hide that you are doing it by using another term or keep it behind the capacity rating calculation.
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    This is the most common practice in our field. Instead of using the words “estimated net worth”, researchers rephrase with a term such as “estimated wealth”. Even more common is to use the results of wealth surveys, such as the chart on page 19 of the Capgemini 2016 World Wealth Report, to estimate net worth based on a known asset such as real estate and then take a percentage of estimated net worth as the gift capacity.
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  3. Boldly present estimated net worth.
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    There are researchers who feel comfortable presenting estimated net worth. Some provide disclaimers or educational explanations to communicate better generally or to clarify outlier situations.

Easy Formula, Tricky Calculation

Assets – Liabilities = Net Worth

The formula looks so simple, but this is deceptive. As prospect research professionals we know that we can’t discover and value all of a prospect’s assets or liabilities. It is the reason we use the word “estimated.”

Among the challenges in estimating net worth, there are two that jump out quickly:

  1. Many assets (and liabilities) are troublesome to value – none more than private company ownership.
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    I have discussed the difficulty of private company valuation before. A common route to wealth is to start a private business, and many of these successful entrepreneurs want to “give back”, among other motivations for giving.
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    And it brings us back to our fellow researcher’s list-serv plea. Dun & Bradstreet (DNB) sells data, including estimated values of a private companies. Assuming we know how much of that company our prospect owns, we could use the DNB dollar amount to estimate the prospect’s ownership value. Or could we? DNB uses its own formulas to estimate and can be very far off the mark.
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  2. Are we talking about titled ownership such as a name on the deed, or influence over money, such as sitting on a grant-giving family foundation board?
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    Our prospect could be a child of a wealthy family with very few public assets identified. And yet, we may find she has influence over millions of dollars in a family foundation. Estimated net worth and gift capacity clearly diverge at this point. You might estimate a low net worth, but still consider her to have a million dollar gift capacity because of her influence over grant giving.

Logic and Emotion – Let them Collaborate!

There is nothing simple about money. Money is one of the most emotionally volatile topics you can discuss, and those emotions flow into the workplace. Addressing your own emotions and biases about money is the first step.

You might want to seriously consider whether your difficulty imagining the wealth of multi-billionaires is affecting your ability to logically estimate net worth or gift capacity – and whether you have negative emotions attached to great wealth accumulation. Emotions are not your enemy. Ignoring them is.

Now you are ready to balance how you and your gift officers “feel” about your prospect’s potential wealth with the logical, quantifiable assets and liabilities found in the public domain.

Following are the most frequently used tools or ratings:

  • Estimated Net Worth
  • Gift Capacity Range
  • Affinity (how close they feel to your organization)
  • Philanthropic Inclination (do they give at all?)
  • Linkage (how are they connected to your organization)

When used responsibly, estimated net worth is one more tool prospect research professionals can provide to assist frontline fundraisers in creating major gift solicitation strategies. Don’t be afraid to use it!

More Resources You Might Like

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Join the Resource Collections online community to access this handout. Use it to facilitate discussion with your gift officers and leadership.

 

Fire your Prospect Researcher! Artificial Intelligence (AI) has arrived.

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For years now we’ve been told that Artificial Intelligence was going to take over prospect research tasks. Truth is, it has. Well, some of them anyway.

Consider wealth screenings. What used to take month after month of tedious, routine, baseline capacity rating work now takes less than an hour. Upload your file, it processes, and presto! You have gift capacity ratings on your prospects based on external wealth matches.

Or how about the user-friendly lookup tools, such as iWave’s PRO, that remove the first step of searching that prospect research professionals used to perform?

Does all of this mean prospect research is on the fast track for complete takeover by the machines? Should you fire your researcher? No way!

Artificial Intelligence has had a lot of hype over the years and very little real action – until now. A few events have led to some breakthroughs:

  • The internet has made vast amounts of data available, which can be used to train computers.
  • Graphical Processing Units (GPUs), the specialized chips used in PCs and video-game consoles to generate graphics, have been applied to the algorithms used in deep learning, a type of Artificial Intelligence.
  • Capacity to run GPUs can be rented from cloud providers such as Amazon and Microsoft, allowing start-ups to innovate.

Self-driving cars may still be on the horizon, but the bots are on the road already! They can schedule appointments on your calendar, draft replies to emails, and even read radiology imaging studies more accurately than a radiologist. The Economist describes the opportunity and threat quite succinctly as follows:

 “What determines vulnerability to automation is not so much whether the work concerned is manual or white-collar, but whether or not it is routine.” (6/25/2016)

 

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It’s easy to leap to the conclusion that prospect research professionals will lose their jobs to the machine – much of what we researchers do is routine – but that would be forgetting how machines have changed the world in the past.

Across the centuries, people have feared the march of the machines. In the late 1700’s to early 1800’s the Industrial Revolution rocked our world. As recently as the 1980’s, the rise of personal computers revolutionized the way we work. And with every introduction, much hand-wringing and predictions of unemployment were had.

How will prospect research professionals likely weather the advancing army of machine algorithms and programs?

Much the same as we adapted to wealth screenings and tools like iWave’s PRO. We learn new skills that wrap around the new technology. We leverage the new technology to work for us and for our fundraising team. We change the tasks we perform.

Prospect research professionals have a unique blend of skills. We can scan mountains of information and pull it together in a way that is meaningful for your specific need, whether that is creating a $5M gift strategy or a $5B campaign. We recognize the opportunities for our organizations in the data patterns the machine discovers.

If you want your organization to keep in step with the advances of machine learning, do NOT fire your researcher! Instead, reassure your prospect research professional of her value and insist that she take advantage of training that will give her the skills to use new technology. If you do this, she will be better able to guide you into new worlds, such as fundraising analytics … and beyond!

More Resources You Might Like

 

Prospect Profiles and Private Co. Valuation

4Researchers, , , , , , ,

customer-563967_1920How many times have you lamented: “Yet another prospect involved in the family business. The family’s privately-held business, that is. What valuation number am I going to pick out the air this time?!” We’ve all been there. Valuing private companies is a tricky business indeed (pun intended).

We know why so many of our prospects have ownership interest in private companies. According to a 2013 Forbes article:

  • Out of the 27 million firms in the U.S., nearly all are privately held.
  • Among the 5.7 million firms with employees, less than 1% have shares listed on a U.S. exchange.

So it’s no surprise that there are many firms specializing in valuing private companies. The need for a valuation could be a desire to buy or sell, investments looking to exit, or in anticipation of an initial public offering (IPO), among other reasons. Hoovers and Dun & Bradstreet may be among the best known search tools in our field, but there are many others. For example, Prospect Research Review did a product review report on PrivCo.

Law of Diminishing Returns

Before you dive deeply into any specialized research, consider the law of diminishing returns. At what point are the time and resources you spend going to outweigh the benefit? If your prospect qualification to gift ratio is 7:1, you could be spending twelve hours on a dud. Then again, if you are researching a prospect likely to give her largest gift ever to your organization, you want to be gung-ho!

You also want to consider the full wealth picture before you dive deeply into one piece of that wealth. If the prospect is listed on Forbes Richest People in America are you certain you need to spend hours valuing one or more companies owned by him or her?

Return on Education

You also want to consider your return on education. Why value one private company, when you could give yourself the foundation to value all kinds of companies in the future?

When you have a prospect that demands a deep dive into company valuation, do your research on how to make a valuation and keep notes so that you can apply what you learn to the next private-company-owner prospect.

Top 3 Private Company Valuation Resources

Following are some of my favorite resources for deciding how to create a valuation and a jump-start of links to get you finding the data:

  1. ARTICLE: Jarmuz, Bill. “Private Company Valuation for the Prospect Researcher” APRA Connections magazine, Jun 23, 2006, Membership Paywall
  2. WEBINAR: Lamb, David. “Refresh: How to Estimate Private Company Value – And Rate A Prospect With The Information” APRA on-demand, Members $49 | Non-members $79
  3. LINK LIST: Aspire Research Group LLC, Favorite Link List-Business, Free

 

More Resources You Might Like

3 Ways to Use Social Media for Smarter Fundraising

4Fundraisers, , , , , , , , , , ,

Guest post by Kanwei Li, Double the Donation
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social media iconsHow often does your phone light up with a social media alert? Whether someone liked your picture on Instagram, retweeted that funny joke on Twitter, or commented on your latest Facebook status, you’re likely getting notifications of some kind.
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While social media is a powerful tool at the individual level, it’s also useful for organizations who are trying to raise more money.
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Gone are the days when all of your donors mailed in checks once a month. Many more are using technology like mobile giving and online donation forms to give to their favorite causes.

Check out the top three strategies for harnessing social media to fundraise more effectively.

And for more guidance on fundraising, check out Double the Donation’s Ultimate Guide!

1. Start asking for donations on Facebook.

Social media, and Facebook in particular, can be a great avenue to ask for and receive donations.

While you are likely already posting statuses to remind donors of how they can give to your organization, you can now receive contributions with a donation tab right on your Facebook page.

Of course, you won’t want to constantly be asking your followers for donations.

You should also use Facebook to:

  • Promote your events.
  • Let donors know about other ways to donate (like text-to-give).
  • Advertise for your upcoming fundraisers.
  • Praise your donors and volunteers.
  • Give updates about projects.
Asking for donations on Facebook is a great way to meet donors where they are. If you know that a majority of your donors use Facebook, encourage them to like your nonprofit’s page and interact with them on a regular basis.
According to a recent study, 84% of social media users share content on social media sites to show their support for a cause.
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With numbers like that, your nonprofit can’t afford to ignore Facebook and other social media sites as a way to ask for donations!

2. Use social media to stay in touch.

It’s vital that you use social media as a way to stay in touch with your advocates, donors, volunteers, and prospects.

It’s important to remember that social media is a dialogue, not a monologue. You aren’t just posting, tweeting, and commenting into a void.

Your supporters are interacting and talking to each other on these different platforms, and if your nonprofit wants to be part of the conversation, it’s crucial to be aware of what you’re posting.

  • You should be responding to donor messages on social media in a timely manner.
  • You should be liking or commenting on donors’ statuses that mention your organization.
  • You should be posting pictures of your volunteers and donors during events.
There are endless ways to connect with your supporters on social media. Find what works best for your organization, and get to work!

3. Promote corporate giving programs on social media.

Some of your biggest supporters may work for companies that will reward their gifts of money and time with matching gift programs and volunteer grant initiatives.

But your donors and volunteers might not know these programs exist at their jobs!

Your nonprofit can help by promoting corporate giving programs within your social media posts.

However, just like you don’t want to bombard donors with donation appeals on Facebook 24/7, keep your promotions of corporate giving programs to once or twice a week. The more saturated the information becomes, the more likely it will be tuned out.

Social Media Affects Everyone

Social media isn’t just for teenagers and millennials anymore. More and more people of all ages are looking to sites like Facebook and Twitter to interact with each other as well as nonprofits. Make sure that your organization is optimizing its fundraising potential with social media!

About the Author

kanweiLi

Kanwei Li is the CTO of Double the Donation. He has over 10 years of software development experience. He holds a master’s degree in Computer Science from Emory University and resides in Atlanta.

He is passionate about developing software to solve everyday problems.

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More Resources You Might Like

Prospect Research Perspectives on Social MediaEvery fundraising professional – whether a researcher, gift officer or vice president – needs to know how to harness information to achieve fundraising goals. Prospect Research Perspectives delivers the big picture and the details behind the ideas and trends in fundraising information.

4 Tips for Finding Major Donors for Your Next Capital Campaign

4Researchers, , ,

Guest Post by Ryan Woroniecki, Vice President of Strategic Partnerships at DonorSearch

Before we dive headfirst into tips for finding major donors for a capital campaign, let’s briefly back up and discuss capital campaigns on the whole.

On a very general level, “A capital campaign is a combination of fundraising and outreach strategies that is designed to raise money for a specific need.”

On a more practical and concrete level, capital campaigns are most commonly associated with funding such projects as:

  • Building renovations
  • Purchasing pricey equipment and/or supplies
  • Acquiring new land
  • Fresh construction
  • Adding to an endowment
  • And other similar, large-scale endeavors

Needless to say, you can’t really think about organizing a capital campaign without having a strong system in place for securing major gifts. And that’s when you need prospect research.

This site is already brimming with excellent information about prospect research, so we’re not going to retread well-covered territory here.

Instead, we’re going to propose four key tips to help your organization find and cultivate major donors for your next capital campaign.

The four tips are as follows:

  1. Look to your annual fund.
  2. Reach out to your feasibility study participants.
  3. Seek out donors whose interests align with your campaign.
  4. Come up with creative ways of engaging your candidates.

Let’s get started.

1. Look to your annual fund.

DS_Aspire_Look to your annual fund

For the first point on this list, we’re going back to the basics.

We know that past giving is the greatest indicator of future giving. In fact, DonorSearch’s research found that a donor who has made a gift between $5k-$10k to a nonprofit organization is 5 times as likely to donate in the future as an average person is.

That correlation trickles down to donors of all giving levels, including your annual fund.

As you embark on your campaign’s quiet phase and attempt to secure roughly 70% of your goal before going public with your efforts, you should start your search by looking inwards. The proof is in the data.

Loyal, annual fund donors might be just the prospects you’re looking for. Cross-reference your list of annual fund donors with databases that can clue you in on donor wealth, and you could discover that some of your best major giving candidates were right under your nose.

For instance, someone who donates $500 regularly to your cause might have donated $5,000 to a political campaign. You won’t know until you look.

And once you find those donors, you can leverage the momentum behind your capital campaign’s timeline to encourage them to make those kinds of contributions towards your organization.

2. Reach out to your feasibility study participants.

DS_Aspire_Reach out to your feasibility study participants

A feasibility study is performed prior to an organization ever launching a capital campaign. During the study, the nonprofit surveys a group of around 40 community members to test the interest in and likelihood of success of their possible capital campaign.

What does this have to do with major donors?

A portion of the people you’ll be surveying for your feasibility study will be major giving prospects.

After the report is complete and you’ve decided to move forward with your campaign, consider reaching out to the study participants who:

  • Had a positive reaction to your campaign.
  • Are high-quality prospects.

In order to sift through the group and figure out whom your major gift officers should reach out to:

  • Perform a screening of your participants.
  • Find out who meets the wealth and affinity requirements.
  • Complete prospect profiles on those donors.
  • Pass the information along to the right fundraisers.

The donors on that list will have already given you affirmative feedback; don’t let their enthusiasm go unchanneled.

3. Seek out donors whose interests align with your campaign.

DS_Aspire_Seek out donors whose interests align with your campaign

One of the biggest benefits of fundraising for a capital campaign is that you are fundraising for a very specific purpose.

That specificity can make a huge difference in your ability to sway donors to contribute.

Take stock of your major donors and prospects. Then, use the information you’ve collected about them to segment them into groups that would or wouldn’t be interested in supporting your capital campaign’s particular cause.

Once you’ve done that, solicit major gifts from those who are most likely to be open to contributing to your campaign.

There are two benefits to this kind of selective segmentation:

  1. You’re making better use of the limited time and resources of your major gifts team.
  2. You’re offering support opportunities to those who are most likely to want to hear about them.

If you study your donor data with an eye for past giving patterns such as:

  • Frequency of giving
  • Average gift size
  • Common reason for giving
  • And so on

You’ll be able to piece together a solid list of prospects for your capital campaign’s major gift efforts.

Just remember, in order for this kind of selection to work, your prospect profiles are going to have to be top notch!

4. Come up with creative ways of engaging your candidates.

DS_Aspire_Come up with creative ways of engaging your candidates

The truth of the matter is, even when you find major giving prospects for your capital campaign, you’ll then have the challenge of cultivating and soliciting them.

You should certainly employ the standard solicitation best practices, but, as well all know, you really need to go the extra mile when it comes to major donors.

Especially with a capital campaign, where you’re under a strict timeline and chasing a firm goal, major gift solicitation is of the utmost importance.

That’s why this last tip emphasizes the need to find inventive ways of engaging your major donors.

What qualifies as creative is in the eye of the beholder, but suggestions include:

  • Asking your major donors to volunteer.
  • Seeing if they’re open to advocating for your cause.
  • Inviting them to special events.
  • And generally, any step you can take to make their time with your organization more meaningful.

When you go out of your way to engage with your major donors in a manner that other nonprofits aren’t taking the time to do, you set your capital campaign apart from the crowd.

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Capital campaigns take careful planning and a strong focus on the future. And your capital campaign simply won’t survive without a strong major gift showing during the quiet phase.

Take these tips, mix them with the ideas you’re already using, and go forth to secure that 70% of your fundraising total!

About the Author

ryanRyan Woroniecki is the Vice President of Strategic Partnerships at DonorSearch, a prospect research, screening, and analytics company that focuses on proven philanthropy. He has worked with hundreds of nonprofits and is a member of APRA-MD. When he isn’t working, he is an avid kickball player.

 

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Donor Research: A Two-Way Street

Focused Fundraising, ,

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

3 Steps To Social Media Major Gift Prowess

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Were you aware that social media is a competitive edge in major gift fundraising? You must have heard by now how organizations are leveraging giving days and crowdfunding as well as incorporating social media into annual fund drives – but what about major gifts?

As a fundraiser who asks wealthy individuals to make gifts to your organization, deliberate and professional use of social media will not only separate you from the pack, it could put you in league with your prospects. It’s time to own your participation in social media!

Start with Prospect Research

If you have a prospect research professional on staff, it’s time to have a talk about social media. Agree on the social media sites you want to know about and ask your researcher if channel participation and user ID can be added to the profile, or better yet, put into a database field that can be pulled into a report.

prospect-research-perspectives

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To get on the same page with your colleagues, you could order copies of the Prospect Research Perspectives: On Social Media and have informal discussions about articles over lunch or coffee.

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Every organization has a unique constituency. Global and national statistics on social media use may or may not apply to your donors. As your prospects get researched, you will begin to see which social media channels are preferred.

Audit Your Personal Social Media Presence

You are probably on social media already. It’s time to audit your presence. Accept that there is no privacy online, no matter how diligent you are with your privacy settings. Decide how you want to be perceived – what your personal brand is – and make that uniform across every platform from LinkedIn to Facebook and beyond. Don’t underestimate the power of a professional head shot.

Consider what would happen if a seven-figure prospect invited you to connect on Facebook. What will your Facebook presence communicate to the prospect? You should also expect that prospects will explore your work history in places like LinkedIn.

You can get ahead of the requests and craft an action plan that will best demonstrate your personal brand and interests and your organization’s brand and giving priorities.

What does that mean? Take one channel at a time. Following are two easily accomplished examples that demonstrate channel-appropriate activity:

  • LinkedIn: Liz picks two days a week when she catches up on industry reading, posts about something she has read, and links to the article or commentary. Whenever she learns new information about a giving priority, she shares the related press release, video, or other content. She decides to write a short article this year about integrity in major gift fundraising to post on Pulse and have it show on her profile page.
  • Facebook: Liz uses Facebook to connect with friends and family, but colleagues and donors have requested to friend her. She’s a foodie and a country music fan so she decides that each time she goes out to eat or hear music she will find something unusual about the experience to share on Facebook. She also shares related articles, videos, and pictures on those topics. She still shares things like family and vacation items, but she’s careful not to share deeply personal information, saving that for offline. She posts occasional pictures from work events and office fun, too.

Now Get Your Edge On!

Once you know which social media channels have a critical mass of your prospects and donors, make sure you have an account on those social media sites. You can’t be everywhere, so choose carefully based on the data.

Now you are poised to use social media for cultivation. Many fundraisers successfully reach prospects through LinkedIn, but you could do much more.

When you discover a prospect is very active on one or more social media channels, connect with him or her there and regularly post content that is of interest to the prospect, as well as engage the prospect by sharing his or her content and making comments. This builds trust and rapport through genuine interactions – and all from your laptop, tablet, or smart phone.

Social media isn’t the way to reach out to every prospect, but if you polish your online brand and use prospect research to guide your social media activity you can sharpen your major gift edge.

#ResearchPride, Advocacy, and Me

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researchpriderainbowAre you proud of the work that you do? Do you get excited about solving information challenges at work? If so, why not take the opportunity this month to share your #ResearchPride?

Because I am proud of the work I do to support not-for-profit organizations, I advocate for the profession in many ways. But I wasn’t always an advocate. It happened over time. My hope is that by sharing my advocacy story with you, you might realize that you, too, have been an advocate for prospect research – probably without really thinking about it. And just maybe you will be inspired to share some #ResearchPride this month with all of us!

I am a Professional

Prospect research has given me a profession where I can utilize the variety of skills I have acquired and apply them to making the world a better place. I have been able to hone my talents with the help of fundraisers and prospect research professionals around the world. It has been extremely rewarding and a tremendous amount of fun!

Being a professional is about more than excelling at work, though. It’s also about being prepared for work and keeping up with trends. I consider myself a fundraiser who specializes in prospect research. Because of this it’s important for me to understand what is happening in philanthropy around the globe and the many ways that impacts my work in research. I also endeavor to keep up with information technology and the changing attitudes to privacy.

My work is more than a j-o-b, it’s a profession. When I am excellent at my work I am advocating for the profession. Staying interested and informed also makes it easy to engage with others about what I do.

I share and engage with the public about my work

When I first began speaking in front of fundraising groups nearly ten years ago, I made a habit of mentioning the Association of Professional Researchers for Advancement or APRA (pronounced “APP-rah”). I would ask the room if anyone knew about it. Rarely was a hand raised. When I moved to Tampa Bay, Florida from the mature fundraising environment in Philadelphia, Pennsylvania, I was challenged – not only did people not know about APRA, but most fundraisers didn’t know what prospect research was either. Yikes!

Those were the pretty early years of electronic screenings. I often think of those first vendors such as P!N, Blackbaud, and WealthEngine as early advocates for the prospect research profession. Their marketing efforts were very successful. Suddenly fundraisers had heard about prospect research – and they thought it was a software product!

While that was annoying, at least it opened the doors to better conversation. I love what I do and enjoy telling people all about it – anyone in fact! People greet my explanations with curiosity and frequently more questions. Sometimes they share stories with me about their interactions with a charity of choice. By sharing my profession with others, I’m also encouraging people to have positive relationships with not-for-profit organizations. Advocacy is awesome!

I collaborate with and support the growth of my colleagues

While I was growing Aspire Research Group, I volunteered with APRA Florida, including serving a term as president. I would also volunteer at APRA conferences and it was a great way to meet new people. All of that felt pretty comfortable – almost easy. But then two big choices came my way that threw me out of my comfort zone and changed the way I viewed my role as an advocate for the profession.

First, two people at my local Association of Fundraising Professionals (AFP) Suncoast chapter encouraged me to answer a call for authors to write about prospect research for the Wiley/AFP Fund Development Series. This was an amazing opportunity to share my profession with the more than 30,000 members of AFP. It was also quite terrifying. Sure I was an excellent researcher, but I had very little experience with really large organizations or higher education.

That’s when I decided I would collaborate with someone. Although I barely knew her, I called up Helen Brown. She was the biggest name I knew in our profession and she had the complementary experience. She said “yes”! We had some of the best discussions as we aligned our experiences under a shared philosophy about our work. As we each wrote our chapters there was continued discussion. It was an exhausting and exhilarating experience. And eventually there was a book, Prospect Research for Fundraisers: The Essential Handbook.

The second event was as the result of success. Aspire Research Group was growing and I reached out to other independent and freelance researchers. It didn’t always go well. Sometimes I knew things they didn’t, sometimes they knew more than I did, and often they did not have access to the paid tools needed to do their best work. Should I invest in those relationships? Should I share knowledge and tools with -gasp- my competitors?

What would you do?

Recently I saw something like this on social media:

  • CEO: We need to get training for our employees
  • CFO: But what if they get the training and then leave for our competitors?
  • CEO: What if they don’t get the training and they stay?

That captures my final decision. I did share knowledge and tools with colleagues that I developed a close working relationship with and I have never regretted it. A small group of us are now exploring ways in which we could more formally work together and retain our autonomy.

I want our profession to be full of highly-trained, well-resourced individuals! Prospect research professionals are some of the most intelligent, creative, and collaborative people I have ever had the privilege of working with.

A big THANK YOU to Helen Brown for launching #ResearchPride month two years ago and for inviting bloggers to share the love!

Now it’s your turn… consider engaging with the #ResearchPride hashtag on Twitter, Facebook, Google+ or any other social media platform where you participate. Comment on this blog post or visit the other blog posts listed below and share your thoughts there.

But most importantly, find your voice and speak. Practice your explanation of your work. Test it out on everyone who looks remotely interested. Share your #ResearchPride!

Other #ResearchPride Articles