Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

Diamonds in the Rough: Finding The Best Donor Prospects 
Hidden In Your Database (DonorSearch Flass Class 2019)

299 views

Published on

https://bloomerang.co/resources/speaking/

Let’s face it: prospect research is difficult. Those who have mastered it are truly artists, but not every nonprofit has access to a dedicated professional. For those wearing multiple hats, wealth screening tools, social media, and good-old-fashioned Google searches can only get you so far. Even if you do find a rich stranger in your area, there’s no guarantee that they’ll drop a million bucks in your lap.

In this session, we’ll explore prospect research strategies that build deeper, more meaningful relationships with donors. Participants will learn engagement strategies that enhance existing relationships, as well as uncover those with a propensity to give to your organization for the first time.

Learning objectives:

How to get to know the donors you already have (and why you should want to)
What donors actually want from you
What factors signal a likelihood that a donor will give to your organization
How to find prospective donors that are right under your noses
How to leverage current donors to acquire new donors
Strategies for re-activating lapsed donors

Published in: Government & Nonprofit
  • Be the first to comment

Diamonds in the Rough: Finding The Best Donor Prospects 
Hidden In Your Database (DonorSearch Flass Class 2019)

  1. 1. Diamonds in the Rough: Finding The Best Donor Prospects 
 Hidden In Your Database
  2. 2. About Steven » Chief Engagement Officer, Bloomerang Contributor: Fundraising Principles 
 and Practice: Second Edition Member: Fundraising Effectiveness Project (FEP) Project Work Group, AFP Center for Fundraising Innovation (CFI) Fun facts: • 1st job: producing fundraising videos • prefers tea to coffee • allergic to rhubarb • won the David Letterman scholarship @StevenShattuck @StevenShattuck
  3. 3. @StevenShattuck @StevenShattuck
  4. 4. @StevenShattuck @StevenShattuck
  5. 5. Who Are The Best Donor Prospects 
 Hidden In Your Database?
  6. 6. @StevenShattuck $1000 + $500 - $1000 $100 - $500 $25 and under annually $25 - $100
  7. 7. Our “prospect” list » • 1st-time donors • donors who have given for 3-5+ consecutive years • monthly donors • volunteers who have not yet donated (including board members, fundraisers) • lapsed donors • donors who complain directly or answer surveys negatively / donors who answer surveys positively • current / former service recipients • out-of-town donors, not from P2P or memorial (if you are a local org) • constituents of a benefactor @StevenShattuck • donors who give you updated contact info (unprompted) • donors who upgrade • donors who submit matching gifts from their employer • adult children (especially daughters) of parents who give surviving relatives of deceased long-time donors • aging, childless donors • donors who just had their first child • contact person at a company that sends volunteers • employees of a corporate sponsor • donors who use check, vs credit card • donors who use American Express, 
 vs Visa/Mastercard
  8. 8. @StevenShattuck Credit: Tony Elischer
  9. 9. Outcomes » • bequests • major gifts • a second gift • a first gift • reactivation • upgrade • a monthly commitment • further engagement (volunteerism, for example) • data cleansing @StevenShattuck
  10. 10. Long-Time Loyals (3-5 Years) (regardless of gift amount)
  11. 11. @StevenShattuck Who are the best prospects? » • Length of giving to your organization 
 (5+ years of regular giving) • Giving to you over a long period of time (Giving may not be year after year - but gifts have been made over a long, extended period of time) • Frequency of Giving (monthly credit card donors, multiple gifts within a year) • Is an active volunteer (at one time or now a board member, or a volunteer in some manner) • The Family has been involved in some way in the organization (best if there is a long-time association)
  12. 12. @StevenShattuck Who are the best prospects? »
  13. 13. @StevenShattuck It’s not rich people! »
  14. 14. @StevenShattuck It’s not rich people! »
  15. 15. @StevenShattuck • 2011 study • Survey of 1,200 recent (last 12 months), frequent (more than 2 gifts to cause based charities) donors from over 250 nonprofit organizations • Donors were given a list of 32 reasons why they might continue giving • Asked to rank them by order of importance How to keep donors giving for 5+ years »
  16. 16. @StevenShattuck 1. Donor perceives organization is effective 2. Donor knows what to expect with each interaction 3. Donor receives a timely thank you 4. Donor receives opportunities to make views known 5. Donor feels like they’re part of an important cause 6. Donor feels his or her involvement is appreciated 7. Donor receives info showing who is being helped www.thedonorvoice.com/national-donor-commitment-study-and-proof-of-link-between-donor-attitudes-and-behavior/ How to keep donors giving for 5+ years »
  17. 17. 1st-Time Donors
  18. 18. Donor retention averages » Source: Fundraising Effectiveness Project http://afpfep.org @StevenShattuck
  19. 19. 1st-Time Donors » • thank them profusely • let them know you know they’re a 1st-time donor • get to know them • invite in for tours • send surveys • why did they give? • know what they are going to get from you in the first year • get a second gift! @StevenShattuck
  20. 20. @StevenShattuck
  21. 21. @StevenShattuck
  22. 22. @StevenShattuck
  23. 23. @StevenShattuck 1st Time Donors - survey questions » • “Why did you first give?” • “Why are you passionate about (cause)? • “What would you like to hear from us?” • “How did you hear about us?”
 • Let them tell their story!
  24. 24. @StevenShattuck
  25. 25. Out-of-Town Donors 
 (not P2P or Memorial)
  26. 26. @StevenShattuck
  27. 27. @StevenShattuck @StevenShattuck
  28. 28. @StevenShattuck @StevenShattuck
  29. 29. @StevenShattuck@StevenShattuck
  30. 30. @StevenShattuck
  31. 31. @StevenShattuck Who are the best prospects? » • Length of giving to your organization 
 (5+ years of regular giving) • Giving to you over a long period of time (Giving may not be year after year - but gifts have been made over a long, extended period of time) • Frequency of Giving (monthly credit card donors, multiple gifts within a year) • Is an active volunteer (at one time or now a board member, or a volunteer in some manner) • The Family has been involved in some way in the organization (best if there is a long-time association)
  32. 32. @StevenShattuck
  33. 33. Contact Person at Company Who Sends Volunteers Volunteers Who Have 
 Not Yet Given
  34. 34. Volunteers are 10x more likely to donate to your charity than non-volunteers! http://www.fidelitycharitable.org/docs/ Volunteerism-Charitable-Giving-2009- Executive-Summary.pdf @StevenShattuck
  35. 35. Volunteers are 10x more likely to donate to your charity than non-volunteers! http://www.fidelitycharitable.org/docs/ Volunteerism-Charitable-Giving-2009- Executive-Summary.pdf @StevenShattuck
  36. 36. @StevenShattuck
  37. 37. @StevenShattuck https://bloomerang.co/blog/this-nonprofit-volunteer-acknowledgement-puts-all-others-to-shame/
  38. 38. Monthly Donors
  39. 39. Monthly Donors » • 7x more likely to leave a bequest! • Typically overlooked because monthly gifts are small • Retained over a long period of time (consistent givers) • They believe in you, they trust you • Don’t just send the same boring 12 receipts! @StevenShattuck
  40. 40. @StevenShattuck
  41. 41. @StevenShattuck
  42. 42. @StevenShattuck
  43. 43. @StevenShattuck
  44. 44. @StevenShattuck
  45. 45. @StevenShattuck
  46. 46. @StevenShattuck https://share.vidyard.com/watch/rh6mDE1mrwLKqZChs2bPfS
  47. 47. @StevenShattuck Who are the best prospects? » • Length of giving to your organization 
 (5+ years of regular giving) • Giving to you over a long period of time (Giving may not be year after year - but gifts have been made over a long, extended period of time) • Frequency of Giving (monthly credit card donors, multiple gifts within a year) • Is an active volunteer (at one time or now a board member, or a volunteer in some manner) • The Family has been involved in some way in the organization (best if there is a long-time association)
  48. 48. Current/Former Service Recipients
  49. 49. @StevenShattuck • they understand the value of your mission • gives them a sense of pride / empowerment / dignity • they could have higher capacity some day • they may higher capacity now (because of you!) • doesn’t just have to be schools/hospitals Current / Former Service Recipients »
  50. 50. @StevenShattuck Former Service Recipients »
  51. 51. Constituents of a Benefactor
  52. 52. @StevenShattuck Constituents of a Benefactor »
  53. 53. Survey Respondents
  54. 54. @StevenShattuck Survey Respondents » Source: Target Analytics / DonorCentrics
  55. 55. @StevenShattuck Survey Respondents » 130% more net revenue over 36 month period!
  56. 56. @StevenShattuck 1. Donor perceives organization is effective 2. Donor knows what to expect with each interaction 3. Donor receives a timely thank you 4. Donor receives opportunities to make views known 5. Donor feels like they’re part of an important cause 6. Donor feels his or her involvement is appreciated 7. Donor receives info showing who is being helped www.thedonorvoice.com/national-donor-commitment-study-and-proof-of-link-between-donor-attitudes-and-behavior/ How to keep donors giving for 5+ years »
  57. 57. Lapsed Donors
  58. 58. Lapsed Donors » @StevenShattuck • Isolate donors who haven’t given in 2+ years • Do something different with them • Say thanks for past giving • Tell an impact story • Send a survey • Invest in data services • NCOA • Email / Phone Appends • Deceased Suppression Processing
  59. 59. @StevenShattuck http://www.pamelagrow.com/3878/loving-lapsed-donors-back-fold-simple-brilliant-oh-swipe-able/
  60. 60. @StevenShattuck http://www.pamelagrow.com/3878/loving-lapsed-donors-back-fold-simple-brilliant-oh-swipe-able/
  61. 61. @StevenShattuck
  62. 62. Aging, Childless
  63. 63. @StevenShattuck Aging, Childless »
  64. 64. @StevenShattuck Capacity signals » 1. Previous giving to your nonprofit (how much $?) 2. Previous giving to nonprofits like yours (how much $?) 3. Participation as a Foundation Trustee 4. Political Giving 5. Real Estate Ownership https://bloomerang.co/blog/how-to-use-data-to-identify-your-best-prospective-donors/
  65. 65. @StevenShattuck Pay attention to » • donors who give you updated contact info (unprompted) • donors who upgrade (higher retention rates according to DonorCentrics) • donors who submit matching gifts from their employer • adult children (especially daughters) of parents who give • surviving relatives of deceased long-time donors • donors who just had their first child • check > credit card • American Express > Visa/Mastercard
  66. 66. @StevenShattuck Final thoughts » • your best prospects aren’t rich strangers • segment your list, steward, then wealth screen • longevity > gift amount • get to know new donors • ask donors how they feel about you • send one letter a year that markets bequests • hire a professional prospect researcher!
  67. 67. @StevenShattuck https://bloomerang.co/resources •Nonprofit Wrap-Up •Bloomerang TV •Bloomies •Daily blog post •Weekly webinars •Downloadables @StevenShattuck
  68. 68. @StevenShattuck Questions? steven.shattuck@bloomerang.co @StevenShattuck Slides and free eBooks » bloomerang.co/resources @StevenShattuck

×