AAA Conference 2013
Wealth Intelligence for
Dummies
18th November 2013
© Steve Cast
Redbourn Business Systems Limited
POLITE NOTICE
This presentation is
Copyright © Steve Cast, of Redbourn
Business Systems Limited 2013 with
all rights reser...
Please switch OFF your Phones
Thank You

Wealth Intelligence for Dummies Slide 3

© Steve Cast, Redbourn Business Systems ...
So?

Where?

When?

Question and Answer
Why?
Who?
Session How?
At The End But?
What?
Then?
Wealth Intelligence for Dummies...
Who’s the Wealthiest?

Who are the
“hidden
gems”
In your
supporter
database?
Wealth Intelligence for Dummies Slide 5

© St...
Introduction
Steve Cast, Founder and Managing Director of
Redbourn Business Systems Limited

Redbourn Business Systems for...
Please Give Us Your Feedback

For a copy of this presentation
please visit AdvantageNFP.com or
feedback@redbourn.co.uk
lea...
Wealth Intelligence for Dummies
What is Wealth
Intelligence?
Using The Results

Wealth Intelligence for Dummies Slide 8

T...
What Is Wealth Intelligence?:
The Identification of Liquid Asset
Millionaires
Identifying those with a capacity to
give, o...
Introducing the Wealth Intelligence
Database:

Factually Researched – Not simply a
‘finger in the air’ best guess.
Databas...
Introducing the Wealth Intelligence
Database:

Match At Two Levels:
Individual & Family Name
(at same address)
Typical Mat...
Introducing the Wealth Intelligence
Database:
Prospecting
For Gold

Wealth
Intelligence
Database
Matrix
Data
Wealth Intell...
Introducing the Wealth Intelligence
Database:

Prospecting For Gold (1 of 2):
• Established for Over 15 years
• Prepared b...
Introducing the Wealth Intelligence
Database:

Prospecting For Gold (2 of 2):
• Information Sources Include:
Debretts, Who...
Introducing the Wealth Intelligence
Database:

Matrix Data:
• Established For Over 20 years
• Prepared by Financial Sector...
Introducing the Wealth Intelligence
Database:
Prospecting
For Gold

Wealth
Intelligence
Database
Matrix
Investor

Wealth I...
Introducing the Wealth Intelligence
Database:
Matrix - large private investment transactions

PFG - Sources of wealth info...
Wealth Intelligence for Dummies
What is Wealth
Intelligence?
Using The Results

Wealth Intelligence for Dummies Slide 18

...
A Wealth Intelligence Journey
Prepare Data.
Data Audit.
Wealth Tag?
Snapshot Reports?
(incl. Attributes)
Data Mining?

Wea...
A Wealth Intelligence Journey
Prepare Data
Database extract of
URN, Title, Forename,
Surname, Address
(including postcode)...
A Wealth Intelligence Journey

Data Audit
Statistics and costs on:
• Data Cleaning
• Supporter Profiling
• Wealth Screenin...
A Wealth Intelligence Journey

Powered by Redbourn’s AdvantageNFP Fundraiser
Wealth Intelligence for Dummies Slide 22

© S...
Demonstration – Data Cleaning

Powered by Redbourn’s AdvantageNFP Fundraiser
Wealth Intelligence for Dummies Slide 23

© S...
Demonstration – Data Cleaning

Powered by Redbourn’s AdvantageNFP Fundraiser
Wealth Intelligence for Dummies Slide 24

© S...
Demonstration – Data Cleaning

Powered by Redbourn’s AdvantageNFP Fundraiser
Wealth Intelligence for Dummies Slide 25

© S...
Demonstration – Data Cleaning

Powered by Redbourn’s AdvantageNFP Fundraiser
Wealth Intelligence for Dummies Slide 26

© S...
A Wealth Intelligence Journey

WEALTH TAG ONLY

Wealth Intelligence for Dummies Slide 27

© Steve Cast, Redbourn Business ...
A Wealth Intelligence Journey
Wealth Tag Only:

• Simple Flag Indicating Wealth Match
• Allows Some Searching/Segmentation...
Wealth Intelligence for Dummies
Case Study 1
In 2008, an animal shelter charity ran a wealth
screening exercise and tagged...
A Wealth Intelligence Journey
If We Keep Going
What’s Just Over The
Horizon?

Wealth Intelligence for Dummies Slide 30

© ...
A Wealth Intelligence Journey

SNAPSHOT REPORTS
INCORPORATING

WEALTH ATTRIBUTES

Wealth Intelligence for Dummies Slide 31...
A Wealth Intelligence Journey
Snapshot Reports/Wealth Attributes:
• 30+ Attributes
• Allows Better Searching/Segmentation
...
Wealth Intelligence Attributes
• URN
• Date Added
• Gender
• Primary Addressee
• Title (x2)
• First Name
• Middle Name
• S...
Wealth Intelligence Attributes

(2 of 2)

• Wealth Band (£1M - £50M+)
• Age
• Age Band
• Primary Business Profession
• Pri...
Wealth Intelligence for Dummies

Wealth Flag or Attributes
Flag
For: Simple Little (if any)
DB Change
Against: No Research...
Possible “Top 5” Wealth Attributes
Factual
Wealth Band

High Value
Donor Flag

Venture
Capital Trust

Wealth Intelligence ...
A Wealth Intelligence Journey
Is There a Pot of Gold
Waiting at the End of the
Rainbow?

Wealth Intelligence for Dummies S...
A Wealth Intelligence Journey
Data Mining
Segmenting the data by
using the wealth
attributes and/or your
own attributes.
F...
Wealth Intelligence for Dummies
What is Wealth
Intelligence?
Using The Results

Wealth Intelligence for Dummies Slide 39

...
Wealth Intelligence for Dummies
Using the Results
It’s All About
The Right Ask
What Level of Gift?
Or Stewardship
Wealth I...
Wealth Intelligence for Dummies
Case Study 2
In 2009, a leading university ran a wealth
intelligence screen against their ...
Wealth Intelligence for Dummies
Case Study 3
In 2009 a leading international development charity used the
wealth screening...
Wealth Intelligence for Dummies
What is Wealth
Intelligence?
Using The Results

Wealth Intelligence for Dummies Slide 43

...
Wealth Intelligence for Dummies
Now

• Prepare Your Data for Audit
• Carry Out Free Audit
• Apply Tags or Attributes

Then...
Wealth Intelligence for Dummies
Summary
Wealth Intelligence
GiveFactually
What is Wealth
Identify Liquid
or Influence
Asse...
Wealth Intelligence for Dummies
Summary
Wealth Intelligence
- Not rocket science

Wealth Intelligence for Dummies Slide 46...
Wealth Intelligence for Dummies

Need More Help?
Visit our stand today
Email us marketing@AdvantageNFP.com
www.AdvantageNF...
Wealth Intelligence for Dummies

Question and Answer Session

Wealth Intelligence for Dummies Slide 48

© Steve Cast, Redb...
Thank You For Your Time
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AdvantageNFP Fundraiser Wealth Screening & Intelligence - AAA Conference 2013

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The benefits of Wealth Screening and identifying the “hidden gems” in your fundraising CRM database. These are donors who can make a one off gift, or who can influence a single gift, of at least £5,000. We commonly refer to these individuals as ‘Liquid Asset Millionaires’.
Our Wealth Intelligence matching service uses factually researched information Wealth Intelligence Database that has been developed by fundraising researchers using information in the public domain. AdvantageNFP provides the service to match your CRM database against the Wealth Intelligence database and to report our findings to you and provide you with details of the matches.

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AdvantageNFP Fundraiser Wealth Screening & Intelligence - AAA Conference 2013

  1. 1. AAA Conference 2013 Wealth Intelligence for Dummies 18th November 2013 © Steve Cast Redbourn Business Systems Limited
  2. 2. POLITE NOTICE This presentation is Copyright © Steve Cast, of Redbourn Business Systems Limited 2013 with all rights reserved. Please do not distribute this presentation without first confirming with steve.cast@redbourn.co.uk Thank You Wealth Intelligence for Dummies Slide 2 © Steve Cast, Redbourn Business Systems Limited
  3. 3. Please switch OFF your Phones Thank You Wealth Intelligence for Dummies Slide 3 © Steve Cast, Redbourn Business Systems Limited
  4. 4. So? Where? When? Question and Answer Why? Who? Session How? At The End But? What? Then? Wealth Intelligence for Dummies Slide 4 © Steve Cast, Redbourn Business Systems Limited
  5. 5. Who’s the Wealthiest? Who are the “hidden gems” In your supporter database? Wealth Intelligence for Dummies Slide 5 © Steve Cast, Redbourn Business Systems Limited
  6. 6. Introduction Steve Cast, Founder and Managing Director of Redbourn Business Systems Limited Redbourn Business Systems formed in 1994 Developers of the AdvantageNFP Fundraiser integrated fundraising, membership and alumni database and AdvantageNFP Box Office integrated fundraising and box office systems Wealth Intelligence for Dummies Slide 6 © Steve Cast, Redbourn Business Systems Limited
  7. 7. Please Give Us Your Feedback For a copy of this presentation please visit AdvantageNFP.com or feedback@redbourn.co.uk leave your business card with my colleague Jane, or visit us on our stand today. Wealth Intelligence for Dummies Slide 7 © Steve Cast, Redbourn Business Systems Limited
  8. 8. Wealth Intelligence for Dummies What is Wealth Intelligence? Using The Results Wealth Intelligence for Dummies Slide 8 Taking You On A Wealth Journey Next Steps… © Steve Cast, Redbourn Business Systems Limited
  9. 9. What Is Wealth Intelligence?: The Identification of Liquid Asset Millionaires Identifying those with a capacity to give, or who can influence a single gift of at least £5,000 Wealth Intelligence for Dummies Slide 9 © Steve Cast, Redbourn Business Systems Limited
  10. 10. Introducing the Wealth Intelligence Database: Factually Researched – Not simply a ‘finger in the air’ best guess. Database of Liquid Asset Millionaires containing over 240,000 of the wealthiest names in the UK. …and growing Wealth Intelligence for Dummies Slide 10 © Steve Cast, Redbourn Business Systems Limited
  11. 11. Introducing the Wealth Intelligence Database: Match At Two Levels: Individual & Family Name (at same address) Typical Match Rates Of Between 0.5% and 5%. Wealth Intelligence for Dummies Slide 11 © Steve Cast, Redbourn Business Systems Limited
  12. 12. Introducing the Wealth Intelligence Database: Prospecting For Gold Wealth Intelligence Database Matrix Data Wealth Intelligence for Dummies Slide 12 © Steve Cast, Redbourn Business Systems Limited
  13. 13. Introducing the Wealth Intelligence Database: Prospecting For Gold (1 of 2): • Established for Over 15 years • Prepared by Fundraising Researchers • Sourced From Information In The Public Domain Wealth Intelligence for Dummies Slide 13 © Steve Cast, Redbourn Business Systems Limited
  14. 14. Introducing the Wealth Intelligence Database: Prospecting For Gold (2 of 2): • Information Sources Include: Debretts, Who’s Who, Dash and the Times Rich List (see your handout) • Over £200 Million Capital Appeals Wealth Intelligence for Dummies Slide 14 © Steve Cast, Redbourn Business Systems Limited
  15. 15. Introducing the Wealth Intelligence Database: Matrix Data: • Established For Over 20 years • Prepared by Financial Sector • £10 Billion Raised For New Funds • 2.5 Million Records (of which there is a cross over with PFG). Wealth Intelligence for Dummies Slide 15 © Steve Cast, Redbourn Business Systems Limited
  16. 16. Introducing the Wealth Intelligence Database: Prospecting For Gold Wealth Intelligence Database Matrix Investor Wealth Intelligence for Dummies Slide 16 Offers the widest range of wealth intelligence services in the UK. Published on three software systems with additional profiles. © Steve Cast, Redbourn Business Systems Limited
  17. 17. Introducing the Wealth Intelligence Database: Matrix - large private investment transactions PFG - Sources of wealth information Computershare Capita Lloyds Corporate registrars and investor intelligence Corporate registrars and investor intelligence Corporate registrars and investor intelligence Experian UK’s largest single source of consumer data DNB Registrars UK’s largest resource for business data and corporate genealogy Key sports personalities Leading literary figures Chairman and managing directors of leading companies - Directors of major advertising agencies and PR consultancies, editors, publishers and journalists Art and antique dealers Artists, composers and musicians Leading stockbrokers, bankers and people of influence in the City Bishops and church leaders Prominent members of the legal profession Peers and Baronets, etc. Film, theatre and TV actors Film, TV and radio producers and directors Wealth Intelligence for Dummies Slide 17 Trustees of grant giving foundations and charities Directors of UK-based overseas banks and financial institutions © Steve Cast, Redbourn Business Systems Limited
  18. 18. Wealth Intelligence for Dummies What is Wealth Intelligence? Using The Results Wealth Intelligence for Dummies Slide 18 Taking You On A Wealth Journey Next Steps… © Steve Cast, Redbourn Business Systems Limited
  19. 19. A Wealth Intelligence Journey Prepare Data. Data Audit. Wealth Tag? Snapshot Reports? (incl. Attributes) Data Mining? Wealth Intelligence for Dummies Slide 19 © Steve Cast, Redbourn Business Systems Limited
  20. 20. A Wealth Intelligence Journey Prepare Data Database extract of URN, Title, Forename, Surname, Address (including postcode) Optionally RFV Wealth Intelligence for Dummies Slide 20 © Steve Cast, Redbourn Business Systems Limited
  21. 21. A Wealth Intelligence Journey Data Audit Statistics and costs on: • Data Cleaning • Supporter Profiling • Wealth Screening Wealth Intelligence for Dummies Slide 21 © Steve Cast, Redbourn Business Systems Limited
  22. 22. A Wealth Intelligence Journey Powered by Redbourn’s AdvantageNFP Fundraiser Wealth Intelligence for Dummies Slide 22 © Steve Cast, Redbourn Business Systems Limited
  23. 23. Demonstration – Data Cleaning Powered by Redbourn’s AdvantageNFP Fundraiser Wealth Intelligence for Dummies Slide 23 © Steve Cast, Redbourn Business Systems Limited
  24. 24. Demonstration – Data Cleaning Powered by Redbourn’s AdvantageNFP Fundraiser Wealth Intelligence for Dummies Slide 24 © Steve Cast, Redbourn Business Systems Limited
  25. 25. Demonstration – Data Cleaning Powered by Redbourn’s AdvantageNFP Fundraiser Wealth Intelligence for Dummies Slide 25 © Steve Cast, Redbourn Business Systems Limited
  26. 26. Demonstration – Data Cleaning Powered by Redbourn’s AdvantageNFP Fundraiser Wealth Intelligence for Dummies Slide 26 © Steve Cast, Redbourn Business Systems Limited
  27. 27. A Wealth Intelligence Journey WEALTH TAG ONLY Wealth Intelligence for Dummies Slide 27 © Steve Cast, Redbourn Business Systems Limited
  28. 28. A Wealth Intelligence Journey Wealth Tag Only: • Simple Flag Indicating Wealth Match • Allows Some Searching/Segmentation • No Wealth Attributes • No Further Analysis or Documents Wealth Intelligence for Dummies Slide 28 © Steve Cast, Redbourn Business Systems Limited
  29. 29. Wealth Intelligence for Dummies Case Study 1 In 2008, an animal shelter charity ran a wealth screening exercise and tagged their database of supporters with the single wealth tag. They then ran a “tea and cakes” afternoon, for a new cattery, inviting the tagged individuals to attend. This single event raised over £10K in just one afternoon. They have since gone on to run similar events with continued success. Wealth Intelligence for Dummies Slide 29 © Steve Cast, Redbourn Business Systems Limited
  30. 30. A Wealth Intelligence Journey If We Keep Going What’s Just Over The Horizon? Wealth Intelligence for Dummies Slide 30 © Steve Cast, Redbourn Business Systems Limited
  31. 31. A Wealth Intelligence Journey SNAPSHOT REPORTS INCORPORATING WEALTH ATTRIBUTES Wealth Intelligence for Dummies Slide 31 © Steve Cast, Redbourn Business Systems Limited
  32. 32. A Wealth Intelligence Journey Snapshot Reports/Wealth Attributes: • 30+ Attributes • Allows Better Searching/Segmentation • Some Further Analysis Available • Target The Best Donors At The Best Time Wealth Intelligence for Dummies Slide 32 © Steve Cast, Redbourn Business Systems Limited
  33. 33. Wealth Intelligence Attributes • URN • Date Added • Gender • Primary Addressee • Title (x2) • First Name • Middle Name • Surname • Suffix (x2) • Maiden Name Wealth Intelligence for Dummies Slide 33 : (1 of 2) • Address Lines 1-3 • City • County • Postcode • Country • Postal District • Region • Deceased Flag • Deceased Date • Birth Date © Steve Cast, Redbourn Business Systems Limited
  34. 34. Wealth Intelligence Attributes (2 of 2) • Wealth Band (£1M - £50M+) • Age • Age Band • Primary Business Profession • Primary Business Organisation • Flags: Charitable Trust, Grant Making Trustees, Company Wealth Intelligence for Dummies Slide 34 © Steve Cast, Redbourn Business Systems Limited :
  35. 35. Wealth Intelligence for Dummies Wealth Flag or Attributes Flag For: Simple Little (if any) DB Change Against: No Research Against: Limited Analysis and Limited Segmentation Wealth Intelligence for Dummies Slide 35 Attributes For: Pre-Researched For: Can Research Further For: Better Analysis and Segmentation Against: May Require DB Changes/Complex © Steve Cast, Redbourn Business Systems Limited
  36. 36. Possible “Top 5” Wealth Attributes Factual Wealth Band High Value Donor Flag Venture Capital Trust Wealth Intelligence for Dummies Slide 36 Age Band Factual DOB High Value Investment © Steve Cast, Redbourn Business Systems Limited
  37. 37. A Wealth Intelligence Journey Is There a Pot of Gold Waiting at the End of the Rainbow? Wealth Intelligence for Dummies Slide 37 © Steve Cast, Redbourn Business Systems Limited
  38. 38. A Wealth Intelligence Journey Data Mining Segmenting the data by using the wealth attributes and/or your own attributes. For example: Recency, Frequency, Value. Wealth Intelligence for Dummies Slide 38 © Steve Cast, Redbourn Business Systems Limited
  39. 39. Wealth Intelligence for Dummies What is Wealth Intelligence? Using The Results Wealth Intelligence for Dummies Slide 39 Taking You On A Wealth Journey Next Steps… © Steve Cast, Redbourn Business Systems Limited
  40. 40. Wealth Intelligence for Dummies Using the Results It’s All About The Right Ask What Level of Gift? Or Stewardship Wealth Intelligence for Dummies Slide 40 © Steve Cast, Redbourn Business Systems Limited
  41. 41. Wealth Intelligence for Dummies Case Study 2 In 2009, a leading university ran a wealth intelligence screen against their data. They identified a liquid asset millionaire alumnus giving £50 per month, but with a greater gift capacity. After data mining they arranged a face to face visit and in conclusion of that meeting received a cheque for £0.5M. Wealth Intelligence for Dummies Slide 41 © Steve Cast, Redbourn Business Systems Limited
  42. 42. Wealth Intelligence for Dummies Case Study 3 In 2009 a leading international development charity used the wealth screening process to identify liquid asset millionaires across its entire live data set. These supporters were wealth tagged on the database and a relationship building process was initiated. These potential high value donors have received tailored communications about the organisation’s work and have been invited to an evening event with keynote speakers. The emphasis with this project is to build relationships with these supporters so they identify with the organisation, the aim being sustained funding in future rather than one off donations. Wealth Intelligence for Dummies Slide 42 © Steve Cast, Redbourn Business Systems Limited
  43. 43. Wealth Intelligence for Dummies What is Wealth Intelligence? Using The Results Wealth Intelligence for Dummies Slide 43 Taking You On A Wealth Journey Next Steps… © Steve Cast, Redbourn Business Systems Limited
  44. 44. Wealth Intelligence for Dummies Now • Prepare Your Data for Audit • Carry Out Free Audit • Apply Tags or Attributes Then • Prepare Campaign • Data Mining/Research • Make Qualified Approach Next Steps Wealth Intelligence for Dummies Slide 44 © Steve Cast, Redbourn Business Systems Limited
  45. 45. Wealth Intelligence for Dummies Summary Wealth Intelligence GiveFactually What is Wealth Identify Liquid or Influence Asset Millionaires Intelligence? Researched Database £5K Gift Taking You On A Wealth Attributes? Wealth Tag Only? Prepare Data Data Mining Data Audit Wealth Journey Using The Results The Right Ask Time Level QualifiedCampaign Prepare for Audit Prepare Approach Data Mining Apply Tags or Carry Out Audit Next Steps… Attributes Wealth Intelligence for Dummies Slide 45 © Steve Cast, Redbourn Business Systems Limited
  46. 46. Wealth Intelligence for Dummies Summary Wealth Intelligence - Not rocket science Wealth Intelligence for Dummies Slide 46 Wealth Intelligence -Simply What It Says On The Tin © Steve Cast, Redbourn Business Systems Limited
  47. 47. Wealth Intelligence for Dummies Need More Help? Visit our stand today Email us marketing@AdvantageNFP.com www.AdvantageNFP.com Wealth Intelligence for Dummies Slide 47 © Steve Cast, Redbourn Business Systems Limited
  48. 48. Wealth Intelligence for Dummies Question and Answer Session Wealth Intelligence for Dummies Slide 48 © Steve Cast, Redbourn Business Systems Limited
  49. 49. Thank You For Your Time
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