This document discusses Breakthrough Breast Cancer's efforts to expand their major donor database. It outlines their past, present, and future approach to major giving. It identifies six focal areas for developing their pool of high value donors: strategy, culture, identifying prospects, prioritizing prospects, tracking progress, and using their database effectively. Specific tips are provided on profiling prospects, screening existing donor data, creating metrics to measure success, and conducting prospect research. Useful online resources for fundraising and research are also listed.

1. From Identify to Approach -
Expanding your major donor
database
Natalie Westfall
Prospect Research Specialist
Breakthrough Breast Cancer

2. Introduction
• Breakthrough’s Major Giving journey
• Six focal areas for developing our High Value
pool
• Conclusion
• Helpful tips and useful links

3. Major Giving at Breakthrough
• The Past
 The capital appeal that launched the charity
 Fundraising appeal boards
• The Present
 A pool of potential
 The Researcher/Fundraiser partnership
 Identifying new opportunities
• The Future
 A deep pool of high value prospects and donors
 An expanded supporter network
 Multi-tiered engagement

4. Building our prospect pipeline
Six focal areas:
 Strategy
 Culture
 Identifying prospects
 Prioritising prospects
 Tracking progress
 The database

5. Strategy
 Setting objectives and targets
 Defining performance metrics
 Assessing resource
 Identifying key activities

6. Major Donors can come from
anywhere
Trustees
Community Legacies
Suppliers/
Major
Donor Leadership
Advisors
team
Direct
Corporate
Donors
Existing HV
donors

7. Culture
Securing stakeholder buy-in:
 Awareness - sharing our plan and identifying new
opportunities
 Understanding - creating a Major Giving culture
across the organisation
 Ownership - encouraging everyone to take ownership
of identifying Major Giving prospects

8. Identifying Suspects
• Suspects are potential prospects
• Database screening, research and screening
lists
We’re looking for:
•Affinity
•Wealth
•Philanthropy

9. Identifying Prospects
• Using research to qualify suspects to
prospects
We’re looking for:
•Affinity
•A warm link
•Capacity
•Motivations
•Interests
•Networks

10. Prioritising Prospects
• Important for:
 Identifying our most likely donors
 Effective use of Fundraising resource
 Planning multi-tiered approaches
• Use:
 Ratings and Rankings
 A core prospect list
 The database

11. Tracking Progress
• Agreeing frequency and format of reporting
• Agreeing core metrics to measure progress
and inform development
 Volume
 Movement
 Value
 Activity
• Acting on insight

12. The database
• The no.1 tool for data management
Confidence
Clarity
Consistency
Continuity
Accuracy

13. Conclusion
• We’re at the start of an exciting journey
• Getting everyone involved will be key to our
success
• Research will play an important role in our
mission to stop women dying of breast cancer

14. Helpful tips
• Profile your Major Gift prospect
• Share your plan and profile, and gather information
• Screen your database
• Create some core metrics for measuring progress
• Stay focused on your key activities
• Do some prospect research

15. Some useful Links
• http://www.institute-of-
fundraising.org.uk/groups/sig-researchers/about-
us/
• http://prospectingforgold.co.uk/training-and-
resources2/recommended-reference-sources/
• http://www.charity-commission.gov.uk/

16. Questions?
Email: Nataliew@breakthrough.org.uk
Telephone: 0207 025 0279