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Are your Prayers Working?Or who is your Mr. Horace P. Bogardus

Vicki Claussen/Terry FairholmAugust 7, 2014

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Objectives

Wealth Screening Basics, Evaluate/update your informationJournalism classSelecting records for screening

Finding your Mr. Bogardus and his friends

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Pre Campaign Activities WYN

Update your demographic informationEmail, NCOA, Phone, lost Alumni

Contact HistoryEngagement ratingsGift historyEnthusiasm

Wealth Ratings and ScoresAssets discoveredQuality of match on all the recordsValue of the assetsConnections

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Wealth Screening WWN

Necessary for a batch screeningFull nameComplete address, home is better than company but company is better than nothing.

SuggestedBusiness information

Spouse informationSecond addressesGift HistoryInner Circle designation

Optional-any information you might want to include to help segment the file when the results are ready.

Activities at SchoolClass Representative

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Wealth Screening- who and when

EveryoneCurrent Students ParentsGrandparents of current studentsPast ParentsAlumni

15 or 20 years post graduations and at reunion timeAll alumni now and at reunion time

Friends

Smaller targeted listsNew familiesSpecial eventsClass reunions

One at a timeSerendipitous Connections/Gifts

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Leveraging Big Data for Maximum ResultsWealthEngine leverages data from 60+ sources for insight on business ownership, lifestyle and overall affluence

AgeBirth Month/YearNationalityMarital StatusPresence of Children Education and Graduation DatesCredit Card UserEthnicityReligious Affiliation

Demographics & Contact Info

Occupation and BioCompany NameStart DateEmployeesPublic/Private CompanySales VolumePhysician, Specialty and Hospital InformationProfessional AwardsCertificationsCivic InformationMemberships

Business & Organizations

Net Worth EstimateCash on HandTotal AssetsHousehold IncomePensionReal Estate Value Stock Transactions and Holdings144 Stock Sale IntentionsOptionsCharitable ContributionsInvestment Interests

Wealth & Assets

TravelSports (i.e. golf, ski)Spectator Sport InterestsArts & CultureHobbiesLeisure ActivitiesPolitical AffiliationsPrivate FoundationsAircraft OwnershipBoat OwnershipClubsAutomobiles owned

Lifestyle &Interests

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Real Estate HoldingsInsider Stock HoldingsAssets: Aircrafts and YachtsCompensation

Public Company & Comparative Salary Information

Published Indicators of WealthRelationship Information

WealthEngine Data

What You Can Find

Cash or Bank BalancesMost salariesStock holdings, except insiders Anything the individual wants to keep hidden

What You Cannot Find

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Examples of Wealth Scores

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Evaluating Your Results

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Set the Selection Criteria

Ability to give a gift of $X amount. Across all nonprofits the average major gift is $8,354Engaged with your schoolHistory of Philanthropy to you or to others

However everyone has to make his or her first gift It’s possible to change ones propensity to give but not their wealth*

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Research and Analytics Can Help

Your Existing Donors Hold the Key to Fundraising Success

How can I find new prospects just like them?

Who are my best existing donors and prospects?

What are their key attributes?

75%prefer that marketers use personal information to improve their experience96%Report being mis-targeted by

marketing. “Outreach clearly shows the org does not know who I am”

They Want You to be Informed

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Wealth Screening- Results NW

You Have OptionsCanned ModelCustom ModelYou Can Dooo it

Who are my best existing donor &

prospects?

What are their key attributes?

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Semi Custom Model What You Can Expect

60 Day Process

Deliverables

PowerPoint with project results

Detailed illustration of the solutionRecommendations for action

Excel work with project data

Screening results with wealth scores Smart Donor List Smart Prospect List 1Smart Prospect List 2

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Semi Custom Model SmartFundraising

Act on Information, Not Intuition

OptimizeGet more from your best donors and find

more like them

ActionDelivers a plan for

action

AlignmentEmpowers your team

with clarity

Personalize Donor & prospect

profiles for personal engagement

ConsultStrategic

recommendations for campaign execution

Analytics Driven by data not

instincts

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What is a Statistical Model?

A statistical model is a formalization of relationships between variables in the form of mathematical equations. A statistical model describes how one or more random variables are related to one or more other variables.

Said differently….

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Predictive Model Development Process

A Truly Custom Modeling Process

Model Design

Data Preparatio

n

Model Building

Performance Analysis

Model Delivery

Understand Client GoalsDefine Dependent Variable(s)Determine Analytic Approach

Aggregate Data SourcesFrequency AnalysisCreate Build & Validation Samples

Correlation Analysis & Variable SelectionDevelop the AlgorithmResiduals & Variable Reduction

SegmentationFit Assessment & Lift ChartsModel Validation

Scoring Algorithm(s)Implementation RecommendationsOngoing Support

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Look at your Existing Donors

Create a Picture: Extract Clarity from Complexity

1. Align your Gift History and Engagement Information

2. With their P2G scores and Giving Capacity

3. Rank ordered and placed into tiers

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Model Results: Actionable Donor Segments

Top donor group with high probability to give: make significant philanthropic investments in your organization

True believers are individuals who could be converted to leadership level giving over the next several years.

Donors with absolute belief in the cause and mission of your organization. Very supported with estimated gifts in the mid-range

Donors that contribute year after year, providing long-time steady financial support. These are the donors that may surprise you with a planned gift!

Higher estimated donation but not yet fully engaged with your organization’s mission. You currently aren’t their foremost charity of choice

The foundation of any fundraising effort: believe in your organization and give multiple mid-size/mid-to-high donations

Lowest estimated gift amount and lowest probability to give. Little affiliation or giving to your organization.

Angels

True Believers

High Touch

Loyalists

Wish List

Foundational Givers

Pyramid Base

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Eventually Look at Your Existing Prospects

Look at their Estimated Giving Capacity and signs of affinity as well as signs they look like your donorsDivide into two or three targeted segments

Building Blocks:This segment with moderate affinity and lower capacity are the pipeline of future annual fund donorsLow Estimated Giving Capacity

Future Leaders:This segment is the pipeline for leadership giftsMedium Estimated Giving Capacity

Forerunners:These are your future angels! Those prospects that have the largest capacity and affinity to make donations to your organizationHigh Estimated Giving Capacity

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Results from a Screening

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You do want some Mr. B’s

Donor’s who can give moreDonors who will consistently giveNon donors who have capacity to give…Prayer works if your prayers are specific,

the right person for the right amount, at the right time, for the right purpose

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Educational opportunities

http://info.wealthengine.com/AnnualFundWorkbook.htmlhttp://info.wealthengine.com/IndividualGivingWorkbookDownload.htmlhttp://info.wealthengine.com/Institute.htmlhttp://www.wealthengine.com/nonprofit/community/educational-webinars

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Questions

Terry FairholmPartnerAdvancement Partners(614) 761-2363terry@advancementpartners.com

Vicki ClaussenVice President of Consultant Partners240-722-4372vclaussen@wealthengine.com