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NFP Technology 2010Wealth Intelligence for
Dummies7th September 2010
© Steve CastRedbourn Business Systems Limited
© Steve CastRedbourn Business Systems Limited
POLITE NOTICEThis presentation is
Copyright © Steve Cast, of Redbourn Business Systems Limited 2010 with all rights reserved. Please
do not distribute this presentation without first confirming with
Wealth Intelligence for D um m ies S lide 2 © S teve C ast, R edbourn B usiness System s L im ited
Wealth Intelligence for Dummies Slide 2 © Steve Cast, Redbourn Business Systems Limited
Wealth Intelligence for D um m ies S lide 3 © S teve C ast, R edbourn B usiness System s L im ited
Wealth Intelligence for Dummies Slide 3 © Steve Cast, Redbourn Business Systems Limited
PLEASESWITCH OFFOR SILENCE
YOURMOBILE PHONES
THANK YOU!
What? When?
Why? How?Who?
What?
Why?
Question and Answer Session
At The EndWhen? Who?
Wealth Intelligence for D um m ies S lide 4 © S teve C ast, R edbourn B usiness System s L im ited
Wealth Intelligence for Dummies Slide 4 © Steve Cast, Redbourn Business Systems Limited
Who’s the Wealthiest?
Wealth Intelligence for D um m ies S lide 5 © S teve C ast, R edbourn B usiness System s L im ited
Wealth Intelligence for Dummies Slide 5 © Steve Cast, Redbourn Business Systems Limited
Who are the “hidden gems”In your supporterdatabase?
Introduction
Developers of the Advantage Fundraiser integrated fundraising, membership and alumni database and Advantage Box Office integrated fundraising and box office systems
Redbourn Business Systems formed in 1994
Steve Cast, Founder and Managing Director of Redbourn Business Systems Limited
Wealth Intelligence for D um m ies S lide 6 © S teve C ast, R edbourn B usiness System s L im ited
Wealth Intelligence for Dummies Slide 6 © Steve Cast, Redbourn Business Systems Limited
Introduction
1 of 40 Data Bureaux licensed by the Royal Mail, with extensive industry accreditations and a holistic ‘One Stop’ approach.
CCR Data formed in 1996
CCR Data Limited
Wealth Intelligence for D um m ies S lide 7 © S teve C ast, R edbourn B usiness System s L im ited
Wealth Intelligence for Dummies Slide 7 © Steve Cast, Redbourn Business Systems Limited
Wealth Intelligence for Dummies
What is Wealth Intelligence?
Taking You On A Wealth Journey
Using The Results
Wealth Intelligence for D um m ies S lide 8 © S teve C ast, R edbourn B usiness System s L im ited
Wealth Intelligence for Dummies Slide 8 © Steve Cast, Redbourn Business Systems Limited
Next Steps…
Please Give Us Your Feedback
For a copy of this presentation please visit www.redbourn.co.uk or leave your business card with my colleague Annie, or visit us on Stand 5 today.
Wealth Intelligence for D um m ies S lide 9 © S teve C ast, R edbourn B usiness System s L im ited
Wealth Intelligence for Dummies Slide 9 © Steve Cast, Redbourn Business Systems Limited
Wealth Intelligence for Dummies
What is Wealth Intelligence?
Taking You On A Wealth Journey
Using The Results
Wealth Intelligence for D um m ies S lide 10 © S teve C ast, R edbourn B usiness System s L im ited
Wealth Intelligence for Dummies Slide 10 © Steve Cast, Redbourn Business Systems Limited
Next Steps…
What is Wealth Intelligence?
What Is Wealth Intelligence?:
Identifying those with a capacity to give, or who can influence a single gift of at least £5,000
The Identification of Liquid Asset Millionaires
Wealth Intelligence for D um m ies S lide 11 © S teve C ast, R edbourn B usiness System s L im ited
Wealth Intelligence for Dummies Slide 11 © Steve Cast, Redbourn Business Systems Limited
Introducing the Wealth Intelligence Database:
Factually Researched – Not simply a ‘finger in the air’ best guess.
Wealth Intelligence for D um m ies S lide 12 © S teve C ast, R edbourn B usiness System s L im ited
Wealth Intelligence for Dummies Slide 12 © Steve Cast, Redbourn Business Systems Limited
Database of Liquid Asset Millionaires containing over 240,000 of the wealthiest names in the UK.
.
…and growing
Introducing the Wealth Intelligence Database:
Match At Two Levels:
Individual & Family Name
(at same address)
Wealth Intelligence for D um m ies S lide 13 © S teve C ast, R edbourn B usiness System s L im ited
Wealth Intelligence for Dummies Slide 13 © Steve Cast, Redbourn Business Systems Limited
Typical Match Rates Of Between
0.5% and 5%.
Introducing the Wealth Intelligence Database:
Wealth Intelligence for D um m ies S lide 14 © S teve C ast, R edbourn B usiness System s L im ited
Wealth Intelligence for Dummies Slide 14 © Steve Cast, Redbourn Business Systems Limited
Prospecting For Gold
Matrix
Data
Wealth
Intelligence Datab
ase
Introducing the Wealth Intelligence Database:
Wealth Intelligence for D um m ies S lide 15 © S teve C ast, R edbourn B usiness System s L im ited
Wealth Intelligence for Dummies Slide 15 © Steve Cast, Redbourn Business Systems Limited
Prospecting For Gold (1 of 2):
• Established for Over 15 years
• Prepared by Fundraising Researchers
• Sourced From Information In The
Public Domain
Introducing the Wealth Intelligence Database:
Wealth Intelligence for D um m ies S lide 16 © S teve C ast, R edbourn B usiness System s L im ited
Wealth Intelligence for Dummies Slide 16 © Steve Cast, Redbourn Business Systems Limited
Prospecting For Gold (2 of 2):
• Information Sources Include:
Debretts, Who’s Who, Dash and the
Times Rich List (see your handout)
• Over £200 Million Capital Appeals
Introducing the Wealth Intelligence Database:
Wealth Intelligence for D um m ies S lide 17 © S teve C ast, R edbourn B usiness System s L im ited
Wealth Intelligence for Dummies Slide 17 © Steve Cast, Redbourn Business Systems Limited
Matrix Data:
• Established For Over 20 years
• Prepared by Financial Sector
• £10 Billion Raised For New Funds
• 2.5 Million Records (of which there
is a cross over with PFG).
Introducing the Wealth Intelligence Database:
Wealth Intelligence for D um m ies S lide 18 © S teve C ast, R edbourn B usiness System s L im ited
Wealth Intelligence for Dummies Slide 18 © Steve Cast, Redbourn Business Systems Limited
Prospecting For
Gold
Matrix
Investor
Wealth
Intelligence Datab
ase
Offers the widest range of wealth intelligence services in the UK.
Published on three software systems with additional profiles.
Introducing the Wealth Intelligence Database:
Wealth Intelligence for D um m ies S lide 19 © S teve C ast, R edbourn B usiness System s L im ited
Wealth Intelligence for Dummies Slide 19 © Steve Cast, Redbourn Business Systems Limited
ExperianUK’s largest single source of consumer data
DNBUK’s largest resource for business data and corporate genealogy
Art and antique dealersArtists, composers and musicians
Bishops and church leaders
Chairman and managing directors of leading companies - Directors of major advertising agencies and PR consultancies, editors, publishers and journalists
CapitaCorporate registrars and investor intelligence
ComputershareCorporate registrars and investor intelligence
LloydsCorporate registrars and investor intelligence
Key sports personalitiesLeading literary figures
Directors of UK-based overseas banks and financial institutions
Film, theatre and TV actorsFilm, TV and radio producers and directors
Leading stockbrokers, bankers and people of influence in the City
Peers and Baronets,etc.
Prominent members of the legal profession
Trustees of grant giving foundations and charities
Matrix - large private investment transactions
PFG - Sources of wealth information
Registrars
Wealth Intelligence for Dummies
What is Wealth Intelligence?
Taking You On A Wealth Journey
Using The Results
Wealth Intelligence for D um m ies S lide 20 © S teve C ast, R edbourn B usiness System s L im ited
Wealth Intelligence for Dummies Slide 20 © Steve Cast, Redbourn Business Systems Limited
Next Steps…
Taking You On A Wealth Journey
A Wealth Intelligence Journey
Wealth Intelligence for D um m ies S lide 21 © S teve C ast, R edbourn B usiness System s L im ited
Wealth Intelligence for Dummies Slide 21 © Steve Cast, Redbourn Business Systems Limited
Prepare DataData AuditWealth Tag?Snapshot Reports?(incl. Attributes)Data Mining?
Prepare DataData AuditWealth Tag?Snapshot Reports?(incl. Attributes) Data Mining?
A Wealth Intelligence Journey
Wealth Intelligence for D um m ies S lide 22 © S teve C ast, R edbourn B usiness System s L im ited
Wealth Intelligence for Dummies Slide 22 © Steve Cast, Redbourn Business Systems Limited
Prepare DataDatabase extract of URN, Title, Forename, Surname, Address (including postcode)
Optionally RFV
A Wealth Intelligence Journey
Wealth Intelligence for D um m ies S lide 23 © S teve C ast, R edbourn B usiness System s L im ited
Wealth Intelligence for Dummies Slide 23 © Steve Cast, Redbourn Business Systems Limited
Data AuditStatistics and costs on:
• Data Cleaning• Supporter Profiling• Wealth Screening
A Wealth Intelligence Journey
Wealth Intelligence for D um m ies S lide 24 © S teve C ast, R edbourn B usiness System s L im ited
Wealth Intelligence for Dummies Slide 24 © Steve Cast, Redbourn Business Systems Limited
Powered by Redbourn’s Advantage Fundraiser and CCR Data
Demonstration – Data Cleaning
Wealth Intelligence for D um m ies S lide 25 © S teve C ast, R edbourn B usiness System s L im ited
Wealth Intelligence for Dummies Slide 25 © Steve Cast, Redbourn Business Systems Limited
Powered by Redbourn’s Advantage Fundraiser and CCR Data
Demonstration – Data Cleaning
Wealth Intelligence for D um m ies S lide 26 © S teve C ast, R edbourn B usiness System s L im ited
Wealth Intelligence for Dummies Slide 26 © Steve Cast, Redbourn Business Systems Limited
Powered by Redbourn’s Advantage Fundraiser and CCR Data
Demonstration – Data Cleaning
Wealth Intelligence for D um m ies S lide 27 © S teve C ast, R edbourn B usiness System s L im ited
Wealth Intelligence for Dummies Slide 27 © Steve Cast, Redbourn Business Systems Limited
Powered by Redbourn’s Advantage Fundraiser and CCR Data
Demonstration – Data Cleaning
Powered by Redbourn’s Advantage Fundraiser and CCR Data
Wealth Intelligence for D um m ies S lide 28 © S teve C ast, R edbourn B usiness System s L im ited
Wealth Intelligence for Dummies Slide 28 © Steve Cast, Redbourn Business Systems Limited
A Wealth Intelligence Journey
Wealth Intelligence for D um m ies S lide 29 © S teve C ast, R edbourn B usiness System s L im ited
Wealth Intelligence for Dummies Slide 29 © Steve Cast, Redbourn Business Systems Limited
WEALTH TAG ONLY
A Wealth Intelligence Journey
Wealth Intelligence for D um m ies S lide 30 © S teve C ast, R edbourn B usiness System s L im ited
Wealth Intelligence for Dummies Slide 30 © Steve Cast, Redbourn Business Systems Limited
Wealth Tag Only:
• Simple Flag Indicating Wealth Match
• Allows Some Searching/Segmentation
• No Wealth Attributes
• No Further Analysis or Documents
Wealth Intelligence for D um m ies S lide 31 © S teve C ast, R edbourn B usiness System s L im ited
Wealth Intelligence for Dummies Slide 31 © Steve Cast, Redbourn Business Systems Limited
Case Study 1
In 2008, an animal shelter charity ran a wealth screening exercise and tagged their database of supporters with the single wealth tag. They then ran a “tea and cakes” afternoon, for a new cattery, inviting the tagged individuals to attend. This single event raised over £10K in just one afternoon. They have since gone on to run similar events with continued success.
Wealth Intelligence for Dummies
Source: CCR Data
A Wealth Intelligence Journey
Wealth Intelligence for D um m ies S lide 32 © S teve C ast, R edbourn B usiness System s L im ited
Wealth Intelligence for Dummies Slide 32 © Steve Cast, Redbourn Business Systems Limited
If We Keep GoingWhat’s Just Over The Horizon?
A Wealth Intelligence Journey
Wealth Intelligence for D um m ies S lide 33 © S teve C ast, R edbourn B usiness System s L im ited
Wealth Intelligence for Dummies Slide 33 © Steve Cast, Redbourn Business Systems Limited
SNAPSHOT REPORTSINCORPORATING
WEALTH ATTRIBUTES
A Wealth Intelligence Journey
Wealth Intelligence for D um m ies S lide 34 © S teve C ast, R edbourn B usiness System s L im ited
Wealth Intelligence for Dummies Slide 34 © Steve Cast, Redbourn Business Systems Limited
Snapshot Reports/Wealth Attributes:
• 30+ Attributes
• Allows Better Searching/Segmentation
• Some Further Analysis Available
• Target The Best Donors At The Best
Time
Wealth Intelligence Attributes (1 of 2):
Wealth Intelligence for D um m ies S lide 35 © S teve C ast, R edbourn B usiness System s L im ited
Wealth Intelligence for Dummies Slide 35 © Steve Cast, Redbourn Business Systems Limited
• URN• Date Added• Gender• Primary Addressee• Title (x2)• First Name• Middle Name• Surname • Suffix (x2) • Maiden Name
• Address Lines 1-3• City• County• Postcode• Country• Postal District• Region• Deceased Flag• Deceased Date• Birth Date
Wealth Intelligence for D um m ies S lide 36 © S teve C ast, R edbourn B usiness System s L im ited
Wealth Intelligence for Dummies Slide 36 © Steve Cast, Redbourn Business Systems Limited
• Wealth Band (£1M - £50M+) • Age• Age Band• Primary Business Profession• Primary Business Organisation• Flags: Charitable Trust, Grant Making Trustees, Company
Wealth Intelligence Attributes (2 of 2):
Wealth Flag or Attributes
Wealth Intelligence for Dummies
Flag
•For: Simple Little (if any) DB Change•Against: No Research •Against: Limited Analysis and Limited Segmentation
Attributes
•For: Pre-Researched•For: Can Research Further •For: Better Analysis and Segmentation•Against: May Require DB Changes/Complex
Wealth Intelligence for D um m ies S lide 37 © S teve C ast, R edbourn B usiness System s L im ited
Wealth Intelligence for Dummies Slide 37 © Steve Cast, Redbourn Business Systems Limited
Possible “Top 5” Wealth Attributes
Wealth Intelligence for D um m ies S lide 38 © S teve C ast, R edbourn B usiness System s L im ited
Wealth Intelligence for Dummies Slide 38 © Steve Cast, Redbourn Business Systems Limited
Factual Wealth Band
High Value Donor Flag
Age BandFactual DOB
Venture Capital Trust
High Value Investment
A Wealth Intelligence Journey
Wealth Intelligence for D um m ies S lide 39 © S teve C ast, R edbourn B usiness System s L im ited
Wealth Intelligence for Dummies Slide 39 © Steve Cast, Redbourn Business Systems Limited
Is There a Pot of GoldWaiting at the End of the Rainbow?
A Wealth Intelligence Journey
Wealth Intelligence for D um m ies S lide 40 © S teve C ast, R edbourn B usiness System s L im ited
Wealth Intelligence for Dummies Slide 40 © Steve Cast, Redbourn Business Systems Limited
Data Mining
Segmenting the data by using the wealth attributes and/or your own attributes.
For example: Recency,Frequency,Value.
A Wealth Intelligence Journey
Wealth Intelligence for D um m ies S lide 41 © S teve C ast, R edbourn B usiness System s L im ited
Wealth Intelligence for Dummies Slide 41 © Steve Cast, Redbourn Business Systems Limited
Live DemonstrationUsing Advantage Fundraiser
Wealth Intelligence for Dummies
What is Wealth Intelligence?
Taking You On A Wealth Journey
Using The Results
Wealth Intelligence for D um m ies S lide 42 © S teve C ast, R edbourn B usiness System s L im ited
Wealth Intelligence for Dummies Slide 42 © Steve Cast, Redbourn Business Systems Limited
Next Steps…Using The Results
Wealth Intelligence for D um m ies S lide 43 © S teve C ast, R edbourn B usiness System s L im ited
Wealth Intelligence for Dummies Slide 43 © Steve Cast, Redbourn Business Systems Limited
Wealth Intelligence for DummiesUsing the Results
It’s All About The Right Ask
What Level of Gift?
Or Stewardship
Wealth Intelligence for D um m ies S lide 44 © S teve C ast, R edbourn B usiness System s L im ited
Wealth Intelligence for Dummies Slide 44 © Steve Cast, Redbourn Business Systems Limited
Case Study 2
In 2009, a leading university ran a wealth intelligence screen against their data. They identified a liquid asset millionaire alumnus giving £50 per month, but with a greater gift capacity. After data mining they arranged a face to face visit and in conclusion of that meeting received a cheque for £0.5M.
Wealth Intelligence for Dummies
Source: CCR Data
Wealth Intelligence for D um m ies S lide 45 © S teve C ast, R edbourn B usiness System s L im ited
Wealth Intelligence for Dummies Slide 45 © Steve Cast, Redbourn Business Systems Limited
Case Study 3In 2009 a leading international development charity used the wealth screening process to identify liquid asset millionaires across its entire live data set. These supporters were wealth tagged on the database and a relationship building process was initiated. These potential high value donors have received tailored communications about the organisation’s work and have been invited to an evening event with keynote speakers. The emphasis with this project is to build relationships with these supporters so they identify with the organisation, the aim being sustained funding in future rather than one off donations.
Wealth Intelligence for Dummies
Source: Redbourn Business Systems
Wealth Intelligence for Dummies
What is Wealth Intelligence?
Taking You On A Wealth Journey
Using The Results
Wealth Intelligence for D um m ies S lide 46 © S teve C ast, R edbourn B usiness System s L im ited
Wealth Intelligence for Dummies Slide 46 © Steve Cast, Redbourn Business Systems Limited
Next Steps…Next Steps…
Wealth Intelligence for DummiesNext Steps
Now•Prepare Your Data for Audit•Carry Out Free Audit•Apply Tags or Attributes
Then•Prepare Campaign•Data Mining/Research•Make Qualified Approach
Wealth Intelligence for D um m ies S lide 47 © S teve C ast, R edbourn B usiness System s L im ited
Wealth Intelligence for Dummies Slide 47 © Steve Cast, Redbourn Business Systems Limited
Wealth Intelligence for Dummies Summary
What is Wealth Intelligence?
Taking You On A Wealth Journey
Using The Results
Wealth Intelligence for D um m ies S lide 48 © S teve C ast, R edbourn B usiness System s L im ited
Wealth Intelligence for Dummies Slide 48 © Steve Cast, Redbourn Business Systems Limited
Next Steps…
Identify Liquid Asset MillionairesGive or Influence
£5K Gift Factually
ResearchedWealth Intelligence
DatabasePrepare DataData AuditWealth Tag Only?Wealth Attributes?Data Mining
The Right AskThe Right TimeThe Right LevelPrepare for AuditCarry Out AuditApply Tags orApply Attributes
Prepare CampaignData Mining
Qualified Approach
Wealth Intelligence for Dummies Summary
Wealth Intelligence for D um m ies S lide 49 © S teve C ast, R edbourn B usiness System s L im ited
Wealth Intelligence for Dummies Slide 49 © Steve Cast, Redbourn Business Systems Limited
Wealth Intelligence
- Not rocket scienceWealth Intelligence
- Simply What It Says
On The Tin
Wealth Intelligence for Dummies
Need More Help?Visit
Stand 5 Today
www.redbourn.co.u
kwww.ccr.co.uk
Wealth Intelligence for D um m ies S lide 50 © S teve C ast, R edbourn B usiness System s L im ited
Wealth Intelligence for Dummies Slide 50 © Steve Cast, Redbourn Business Systems Limited
Wealth Intelligence for Dummies
Question and Answer Session
Wealth Intelligence for D um m ies S lide 51 © S teve C ast, R edbourn B usiness System s L im ited
Wealth Intelligence for Dummies Slide 51 © Steve Cast, Redbourn Business Systems Limited
Please Give Us Your Feedback
For a copy of this presentation please visit www.redbourn.co.uk or leave your business card with my colleague Annie, or visit us on Stand 5 today.
Wealth Intelligence for D um m ies S lide 52 © S teve C ast, R edbourn B usiness System s L im ited
Wealth Intelligence for Dummies Slide 52 © Steve Cast, Redbourn Business Systems Limited
Thank You For Your Time
Wealth Intelligence for Dummies
Need More Help?Visit
Stand 5 Today
www.redbourn.co.u
kwww.ccr.co.uk
Wealth Intelligence for D um m ies S lide 54 © S teve C ast, R edbourn B usiness System s L im ited
Wealth Intelligence for Dummies Slide 54 © Steve Cast, Redbourn Business Systems Limited