© 2005 Bentz Whaley Flessner

Profile, Identify and TrackMajor and Planned Giving Prospects

in Team Approach

Joshua Birkholz

2© 2005 Bentz Whaley Flessner

Agenda

Overview of principles and applications

Identification and Profiling

Prospect Management and Tracking

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Elements of a major and planned gift development system

1. Base development

2. * Prospect identification

3. * Feeding and maintaining an active prospect pipeline

4. Major and planned gift cultivation

5. Donor relations or stewardship

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But first…Base development

Membership program

Membership is the beginning of prospecting

Teaching donor behaviorGiving consecutively

Increasing in amount

Building awareness at the macro level

Encouraging involvement at the macro level

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Goal of Prospect Identification

From

How do we get there?

To

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Identify and Prioritize

Who are my best prospects for…??

Major giving

High end membership

Volunteering

Planned giving

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Special Initiatives

Knowledge and learning

Sports ProgrammingFinance

Endowment

Arts programming

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How do we get there?

A process of filtering or refinement, based on:

Previous giving behavior

The ability or “capacity” to give at a major level

The likelihood or “propensity” to give to your station

Interests aligning to the mission and impact of your station

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Previous giving behavior

Outright giving vs. cumulative giving

RFM analysis (Recency, Frequency, Monetary value)

How much a person gives both cumulatively and outright

How recently a constituent gives

How frequently they give and for how long

See sample formula used with Team Approach user, UNC-TV

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Capacity to Give

Broadly: zip codes, purchased wealth scores, job titles, surveys

Specifically: Find actual assets and income held by a constituent

Database screening

Peer evaluation

Prospect research

Incorporate ratings into Team Approach

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Propensity to Give

Surveys

Purchasing generic and custom models

Peer evaluation

Data mining for advanced organizations

Incorporate “Likelihoods” or “Propensity Ratings” into Team Approach

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Propensity: Data mining

Using statistics software to model a Team Approach query

Define the behavior to predict and code the pool (major donors, planned giving donors)

Compare to the rich depth of custom fields in Team Approach including demographic, geographic, program interests, event attendance, etc.

Build a likelihood score to import into Team Approach ratings

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Interests

Define and internalize the impact of your organization

Align interest characteristics to these impact areas

Create custom surveys for constituents to self identify an area of interest

Align programming preferences to interests

Use the depth of Team Approach to code constituent interests

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Profiling

Two primary types of profile

Prospect research profile: biographical summary of a person

Market profile: geo-demographic profile of a segment or “market”

Select populationQuery demographic, geographic, program interests,

event attendance, etc.Analyze frequency distribution (counts) by area and

synthesize into a profile

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Questions to address through profiling:What are the characteristics of our major and planned

giving donors?

What distinguishes our lifelong members from our top outright donors?

Our major donors tend to be of a generation that is passing; what is different about the next generation?

Which types of people does this gift officer cultivate most efficiently and effectively?

What distinguishes a top producing portfolio from an underperforming portfolio? Or…How should we construct optimum portfolios?

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Synthesize information

Prioritize according to all the ratings and dimensions (capacity, propensity, giving, interests, “fitting the profile”

Prioritize into pools according to consolidated ratings

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Starts with…

From

Prioritizing and Sorting

To

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Then…

From

Assigning

To

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Qualification process

Research qualificationConfirm ability, likelihood, connection,

and interests through one-to-one information gathering and interpretation

Assign to field officer

Field officer qualification, AKA Discovery

Confirm ability, likelihood, connection, and interests through personal meeting

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Qualification process

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Feed names into a prospect management and tracking system

Beyond tracking giving and membership

Team Approach enables stations to:

Record history of relationships with constituents

Guide the strategy for major and planned giving cultivation

Manage the prospect cultivation pipeline

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Possible stages

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Stages advance a person to solicitation

Research qualification moves a suspect to a “qualified suspect”

Discovery moves a qualified suspect to “prospect”

Cultivation moves a prospect through from awareness, to involvement, and on to ownership

Solicitation moves a prospect to “donor”

Stewardship moves a “donor” back into cultivation

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Key elements to maintain on Team Approach

Assigned solicitor or manager

Stages of cultivation

Record and maintain cultivation strategies (including projections and timelines)

After every meaningful interaction, record a contact report

Schedule each visit or “move”

Track the progress of proposals

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Recommended first steps

Conduct RFM analysis of donors

See that the top names are under management

Make use of ratings on Team Approach

Commit to gathering data as well as gifts (job titles, family information, interests)

Query multi-dimensional data from Team Approach on top major and planned giving donors

What are the basics?Do others share these characteristics?

Synthesize what you learn

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Questions?

Thank You!

Joshua Birkholz

Bentz Whaley Flessner7251 Ohms LaneMinneapolis, Minnesota 55439P. 952-921-0111 F. 952-921-0109

email: jbirkholz@bwf.com

website: www.bwf.com