using data to identify potential donors session for symposium on rural philanthropy july 17, 2012
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Using Data to Identify Potential Donors
Session forSymposium on Rural Philanthropy
July 17, 2012
Scope of Session
• Role of Prospect Research• Preparing for Prospect
Research• Ethical Considerations• What Are You Looking For?
• Wealth• Ratings• Additional Resources
Role of Prospect Research
Find and verify
Ability to make a major giftInterest in your mission Links to your organization
Also consider
Philanthropic behavior
ANDorganize, record, protect, analyze,
package and disseminate relevant prospect and donor information.
Take the long view!
Role of Prospect Research
Professionalize Prospect Research
Centralize all donor and prospect information
Invest in a database designed to store information that can be accessed and analyzed.
Invest in database training (or you will end up with Excel spreadsheets)
Establish written policies to protect donor information
Establish written procedures governing database usage
Prospect Research Ethics
AFP’s “Donor Bill of Rights” APRA’s “Statement of Ethics”
Ethical Considerations
• Confidentiality• Accuracy • Relevance
• Self-responsibility• Honesty• Conflict of Interest
A donor has a right to see any information you have collected
Discovery– Enough information to merit initial contact
• Capability, Interest, LinkageCultivation
– Spot research as needed– Much of the research is done through contact with
the prospectPre-solicitation (0 to 6 months)
– Full profile, everything that will influence successful solicitation
Levels of Research
Role of Prospect Research
MAJOR GIFT PROSPECT– Interest/Linkage -- Gift history, volunteer activity,
shared values, membership, family link, beneficiary– Philanthropic behavior -- Gifts to any organization,
political contributions, religious affiliation– Wealth Indicators -- insider, private company
ownership, occupation, real estate, private equity, club membership, foundation or donor advised fund, gifts to other orgs
What Are You Looking For?
– Income often is not relevant• nine out of 10 planned gifts are bequests.
– Consistent annual fund donor– Volunteer– Age 40-60– Educated – bachelors degree or higher– Motivated by helping others, religious beliefs and
giving back
What Are You Looking For?
PLANNED GIFT PROSPECT
PLANNED GIFT PROSPECT cont’d.– Single or widowed– Married with few or grown children– Wants to provide for loved ones– Concerned about retirement income– Tax concerns
Bequest Donors: Demographics and Motivations of Potential and Actual Donors. Prepared for Campbell & Company by Center on Philanthropy at Indiana University, March 2007.
What Are You Looking For?
Where is the Information?
Your database – gleaned from annual fund– Gift history – size, frequency, appeal response, fund – Event attendance– Volunteer activity– Beneficiaries of grants and scholarships
Prospect contacts – staff, board members and other volunteers
Publicly available resources– Commercial databases– Commercial screening and data append services– Free resources online and through libraries
Wealth
• Center on Wealth and Philanthropy • Giving USA• Bank of America Study• The Millionaire Next Door by Thomas J.
Stanley (1996)• Rural Policy Research Institute
• Transfer of Wealth in Indiana Study
Respondents by source of wealth• Some or all from inheritance/gifts -- 50.9%• Some or all from business or professional efforts
-- 89.1%• Some or all from investment -- 75.5%• All from inheritance/gifts -- 3.6%• All from business or professional efforts -- 11.8%• All from investment -- 0.9%
Wealth
Source: "Extended Report of the Wealth with Responsibility Study / 2000."Paul G. Schervish and John J. Havens, Boston College, March 2001
Wealth
• “There is a growing body of evidence on the critical role that entrepreneurs and small businesses play in driving local and national economies.
• The structure of rural economies is essentially composed of small enterprises, which are responsible for most of the job growth and the innovation. Moreover, small businesses represent an appropriate scale of activity for most rural economies. “
Rural Policy and Research Institute website http://www.rupri.org/entrepreneurship.php
Chambers of Commerce
USA Chamber of Commerce Directory
Directory of Local Chambers of Commerce and Visitors Bureaus
Wealth in Your Community
Wealth in Your Community
Zoominfo1) Create list of businesses in your community based
on location, revenue, and/or number of employees
2) Go to business’ website to identify stakeholders3) Research stakeholders
Dun & BradstreetHoover’s OnlineReference USA
Commercial resources that may be available through you library.
Wealth in Your Community
Reference USA is available online from many public libraries through Midwest Collaborative of Library Services.
Individual ResearchPublic Company Executives
SEC --– Compensation, stock holdings, options activity of
corporate insiders– Read the help section, know forms – Look for DEF-14A
Yahoo Finance --– Financials, charts, historical information, news,
insider rosters, stock ownership and recent activity
There is a correlation between political contributions and philanthropic gifts
FEC Political Contribution FilingsCan drill down to form
Open SecretsQuicker geographic search
Wealth IndicatorsPolitical Contributions
NETROnlineNeeds updating
Indiana Assessor and Property Tax DirectoryCommercial website
Indy.gov: Dept. of Local Government FinanceCounty Assessor’s Website – look for GIS
BRB’s Free Resource Center
Wealth IndicatorsProperty
Executive Salary Wizard (Public Execs)Salary.comJobstar.comPhysicians (Hope for orthopedic surgeons, neurosurgeons & radiologists)
Indiana Professional Licensing Agency
Wealth IndicatorsOccupation / Salary
• Guidestar – more info with paid subscription
• FC Online – paid service might be available through your library
• Chronicle of Philanthropy• Indiana Grantmakers Alliance• Annual Reports• Google search with name and “donor” or “gift”
Wealth IndicatorsPhilanthropy
Ratings
RATINGS FORMULAS are not SOLICITATION AMOUNTS
The purpose of capability ratings is to identify, segment and prioritize prospects. It is a
starting point. Solicitation amounts should be based on what is learned through building a
relationship with the prospect.
BASED ON INCOME
The average American contributes 2% of their income per year to charity. The percentage increases at higher levels of income.
• $100,000-$499,000 x 2.7% x 5 = gift capability• $500,000-$999,000 x 2.9% x 5 = gift capability• $1,000,000+ x 4.3% x 5 = gift capabilitySource: Martz & Lundy
Ratings
Ratings
BASED ON REAL ESTATE• Real Estate x 3 x 5% = gift capacityBASED ON STOCK HOLDINGS• $100,000-$499,000 stock & options x 1%-4% = gift
capacity• $500,000-$999,000 stock & options x 5%-9% = gift
capacity• $1,000,000+ stock & options x 10% = gift capacitySource: Martz & Lundy
Rating Basis of Initial Rating
Stock Holdings Private Co Sales* Property Holdings Gifts to Other Orgs
1M+ $1M $40M $1.5M $1M
100K - $1M $100K $10M $650K $100K
$50K - $100K $50K $5M $350K $50K
$25K - $50K $25K $3M $200K1 $25K
Less than $25K
* Where individual is owner, CEO, founder, principal or president
Ratings
Source: Benz, Whaley Flessner
Ratings Grid
Additional Research
• Contact information• Career information• Circles of Influence• Biographical details• Interests
Searching Public Databases
Not all search engines and databases use the same search language
• Natural language – terms as you would use them in speech.
• Boolean Language– uses connectors AND, OR, NOT, sometimes– Proximity indicators: NEAR, w/1, *– Parenthesis to group– the order and use of parenthesis can change the
outcome of the search– quotation marks for exact phrases
Public Library Online Resources
INSPIRE IndianaIndianapolis Marion County Public Library
General Information -- Collections
General Information -- Google
Use Advanced Search or know how to use the standard search box – it makes a difference
Individual Research – Contact Information
Directories• http://www.anywho.com/• http://www.switchboard.com/• http://search.infospace.com/ispace/ws/index
– Reverse lookup• http://email.iaf.net/email-search.html
– Email search• http://zip4.usps.com/zip4/welcome.jsp
– Zip codes
List courtesy of David Lamb’s Prospect Research page
Individual Research – Contact Information
• Google Advanced• LinkedIn• Muckety• Corporate Websites• Blue Golf
Individual Research – Career / Links
Individual ResearchThe Full Picture
You are the most important source of information about the prospect / donor
Get into the habit of filing contact reports and recording relevant information into your database.
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