Using philanthropic data to boost fundraising results

466 views

Published on

  • Be the first to comment

  • Be the first to like this

Using philanthropic data to boost fundraising results

  1. 1. Target Analytics HOW TO USE CHARITABLE GIVING HISTORY TO BOOST FUNDRAISING RESULTS9/30-10/2 © 2012. Blackbaud Confidential. All rights reserved 1
  2. 2. UNDERSTANDING CAPACITY AND INCLINATION BASED ON ACTUAL GIVING HISTORY • Is this person philanthropic? • Past giving predicts future giving • Giving reveals interests and passions • How does the donor divide the philanthropic dollar? • Shortcut to qualifying a prospect without doing additional prospect research9/30-10/2 © 2012. Blackbaud Confidential. All rights reserved 2
  3. 3. A TALE OF TWO PROSPECTS Prospect #1 Prospect #2 • $600,000 home • $600,000 home • A private company business • A private company business affiliation found in Dun & affiliation found in Dun & Bradstreet Bradstreet • Philanthropic history is • 15 philanthropic gifts found unknown - 2 gifts over $25,000 - 6 gifts to organizations with a similar mission to yours Variations on the theme • Small wealth, big gifts • Large batch of records of unknown origin – which to keep and which to lose? • Need to find corporation or foundation prospects for a particular project9/30-10/2 © 2012. Blackbaud Confidential. All rights reserved 3
  4. 4. PHILANTHROPIC GIVING RESEARCH CHALLENGES• Philanthropy is a private matter• Early years: large files of annual reports and arts programs• Database versions made searching easier – but coverage was limited• NOZA vastly expanded the scope of database coverage (July 2006)• Current database size: over 75 million philanthropic records9/30-10/2 © 2012. Blackbaud Confidential. All rights reserved 4
  5. 5. WHERE DOES NOZA DATA COME FROM? • NOZA technology locates unstructured, publicly available charitable giving facts and converts them into an online searchable database. • This allows NOZA users to search, download and save data anytime, quickly, easily and affordably.9/30-10/2 © 2012. Blackbaud Confidential. All rights reserved 5
  6. 6. 9/30-10/2 © 2012. Blackbaud Confidential. All rights reserved 6
  7. 7. TWO WAYS TO USE NOZA 1. Stand-alone subscription search tool - Search criteria • Donor name • Recipient name • Recipient cause • Geography • Date • Gift amount • Gift category • Org scope - Research individual, corporation and foundation donors 2. Database batch screening9/30-10/2 © 2012. Blackbaud Confidential. All rights reserved 7
  8. 8. LIVE DEMO OF STAND-ALONE SEARCH TOOLwww.nozasearch.com9/30-10/2 © 2012. Blackbaud Confidential. All rights reserved 8
  9. 9. DATABASE BATCH SCREENING • Screening compares your constituent name and addresses against a list of people to make matches • Challenge with philanthropic screening: uncertainty about the identity of the donor • Ways to address the identity question: - Look for both spouses recognized as donors - Look for right middle name or initial - Look for congruency of philanthropic interests - Look for nonprofits close to where your prospect lives or works • NOZA has married philanthropic gifts to a national consumer database to provide donor names and addresses - Only use the addresses verified in the last 24 months - Only donors who match constituents’ home-addresses are provided back in screening results - Excludes the address if more than one possible match is found9/30-10/2 © 2012. Blackbaud Confidential. All rights reserved 9
  10. 10. NOZA SCREENING: SUMMARY REPORT EXAMPLE9/30-10/2 © 2012. Blackbaud Confidential. All rights reserved 10
  11. 11. DONATIONS BY CAUSE9/30-10/2 © 2012. Blackbaud Confidential. All rights reserved 11
  12. 12. GIVING SCOPE9/30-10/2 © 2012. Blackbaud Confidential. All rights reserved 12
  13. 13. GIFT AMOUNT9/30-10/2 © 2012. Blackbaud Confidential. All rights reserved 13
  14. 14. NOZA SCREENING EXAMPLE DISCOVER YOUR SHARE-OF- WALLET AND FIND HIDDEN GEMS Jane Doe 123 ABC Dr. Anywhere USA Actual Data for customerThis organization’s$50 donor became a new major giving prospectas direct result of the NOZA philanthropy screening. She had been missed in pastWealth screenings. Minimum Gift Total :$226,403.00 9/30-10/2 © 2012. Blackbaud Confidential. All rights reserved 14
  15. 15. Benefits of NOZA Philanthropic Screening• Insight into capacity to give = raise the most money • Find new hidden gems & assign best prospects to your major giving portfolio • Ease of interpretation – capacity is benchmarked by actual philanthropic history • People making large gifts to other orgs who do not show up on non Target Analytics wealth screenings • Mid-range donors – difficult to research • When estimating major gift capacity, add up known giving over a multi-year period• Insight into affinity = the motivations and passions of individual donors • Easy-to-read charts and graphs show meaningful patterns, trends and exceptions • Find people whose philanthropic interests are aligned with your mission • What causes are supported by your constituency – cultivation and naming opportunities• Other Considerations • Do not need to be full-time prospect researcher • Data append can be imported directly into RE, bbCRM or other constituent database. • Backed by the knowledge and experience of Target Analytics and Blackbaud9/30-10/2 © 2012. Blackbaud Confidential. All rights reserved 15
  16. 16. NOZA SCREENING: CUSTOMER POINT OF VIEW 25% 50% 75% 100%9/30-10/2 © 2012. Blackbaud Confidential. All rights reserved 16
  17. 17. WHAT OUR CLIENTS ARE SAYING University of Louisville “The NOZA screening has been very useful to ourstrategic approach of how to best utilize our AnnualFund/Major Gift prospects and prospectresearch. We have found new donors from thescreening that were not previously identified throughour wealth screening tactics. We are very happy withthe results and excited to begin the implementationprocess. We will definitely recommend the NOZAscreening to our Advancement colleagues.” – Josh Hawkins Executive Director Fund for U of L 9/30-10/2 © 2012. Blackbaud Confidential. All rights reserved 17
  18. 18. WHAT OUR CLIENTS ARE SAYING“We are thrilled with exact matches. The NOZA Screening will help us ensure we are sending outappropriate asks and cultivating the right donors. We are also looking to upgrade our current donors bylearning who has a larger giving capacity.” Stephanie Hosey, PPNNE“Thank you! I’m grateful…This is an exciting addition to screening options since the best indicator offuture philanthropy is past philanthropy – NOZA is THE product for this.” Stephanie Steele, CWF9/30-10/2 © 2012. Blackbaud Confidential. All rights reserved 18
  19. 19. What our customers are saying “NOZA changed the way I look at giving potential. I use it daily and could not live without it. We use NOZA to look for the experience of philanthropy.” Cecelia Hogan Director, University Relations Research University of Puget Sound Author, Prospect Research: A Primer for Growing Nonprofits Twitter: @CeciliaHogan9/30-10/2 © 2012. Blackbaud Confidential. All rights reserved 19
  20. 20. What our customers are saying“The NOZA screening will help us with donors who did notmake past wealth screenings because of hidden givingcapacity.”Stacy McCarthy, Parkland Foundation 9/30-10/2 © 2012. Blackbaud Confidential. All rights reserved 20
  21. 21. READY TO SCREEN? THE REQUIRED FIELDS:1. Constituent ID Optional fields:2. First name (name fields must be 10. Top prospect flag (Note your major parsed) giving top prospects or highlight3. Last name (name fields must be previous wealth screening parsed) findings to look for hidden gems in rest4. Home Address 1 of file)5. Home Address 2 11. Custom field (like board member or6. City other code or attribute you would like to highlight in the results)7. State 12. Phone number (if available)8. Zip code9. Total gift amount (Be specific, or use “$0” or “$1” to indicate donations received by your organization. - required in order to separate known donors from hidden prospects.9/30-10/2 © 2012. Blackbaud Confidential. All rights reserved 21
  22. 22. ABOUT TARGET ANALYTICS Leading provider of donor insight & market research to non-profits Over 20 years of experience delivering data analytic driven solutions + market research to the non-profit industry Over 6,000 customers, spanning all non-profit vertical market segments Trusted steward of the non-profit industry’s largest cooperative donor database, with over 3 billion philanthropic transactions from over 80 million U.S. households More than 170 employees, locations in Cambridge MA, Charleston SC, Alexandria, VA and Miami FL9/30-10/2 © 2012. Blackbaud Confidential. All rights reserved 22
  23. 23. QUESTIONS? DAVID.LAMB@BLACKBAUD.COM SOLUTIONS@BLACKBAUD.COM Thank You!9/30-10/2 © 2012. Blackbaud Confidential. All rights reserved 23

×